Dr. Claudia C. Mich supervising MBA Candidates Jonathan Ochoa and Matthew Shell
Epitomax Nutrition holds a premium position as one of the most highly regarded sports nutrition brands in the world. It commands premium pricing, utilizes high quality ingredients, and has over 25 years of proven trust and quality. Epitomax now has the opportunity to pursue a larger market through product innovation in the ready-to- drink protein beverage market. As a worldwide leader in the sports nutrition, Epitomax is confident that a new product will effectively capture market share. The company faces numerous marketing decisions and requires a thorough assessment of all relevant factors as well as a clearly established strategic position. This case is most applicable to the study of marketing strategy, particularly as it relates to new product introduction. Students will develop skills in analysis, problem identification, critical thinking, decision-making, and strategy creation.