商品敘述：

In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company''s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an innovative home bar system that let consumers make single-serving cocktails or beer with the push of a button. Keurig and AB InBev provided valuable technological, supply chain, and regulatory expertise, but since the Drinkworks Home Bar was a novel product, there were no established market benchmarks for the Drinkworks team to follow as they prepared for the Home Bar''s upcoming market launch. After conducting several market research experiments, they needed to interpret the results and make several decisions around customer segmentation, value proposition, product assortment, pricing, and distribution channels. Could Drinkworks be the next billion-dollar opportunity for Keurig and AB InBev?

涵蓋領域：

Business models;Commodity markets;Competitive advantage;Consumer behavior;Customer profitability;Decision making;Entrepreneurship;Growth strategy;Innovation;Market segmentation;Marketing strategy;Negotiation strategies;Product distribution;Product launches;Product positioning;Profitability;R&D;Strategy;Technology and analytics;Value creation

相關資料：

Case Teaching Note, (5-521-089), 15p, by Sunil Gupta, Jonathan Levav;
Spreadsheet Supplement, (9-522-702), 0p, by Sunil Gupta

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