JavaScript is disabled for your browser. Some features of this site may not work without it.
  • About K
  • Academics
  • Admission
  • Alumni Relations
  • Giving to K
  • News & Events
  • Student Life
  • HORNET HIVE
  • ATHLETICS
  • SITEMAP
  • WEBMAIL
    • Login
    View Item 
    •   CACHE Homepage
    • Academic Departments, Programs, and SIPs
    • Economics and Business
    • Economics and Business Senior Integrated Projects
    • View Item
    •   CACHE Homepage
    • Academic Departments, Programs, and SIPs
    • Economics and Business
    • Economics and Business Senior Integrated Projects
    • View Item

    The Launch of the Mabuyu Snack Into the U. S. Market

    Thumbnail
    View/Open
    Searchable PDF / Kalamazoo College Only (19.54Mb)
    Date
    2015
    Author
    Hassan, Farhiya Hussein
    Metadata
    Show full item record
    Abstract
    Delickie Baobab Seeds Mabuyu Company is a successful snack company located in Nairobi Kenya. The snack company has experienced a tremendous amount of growth in their native country as well as in other neighboring East African countries and currently the leading flavored seeds company in Kenya. However, it seeks to become a new member of the mature snack industry. Launching the Mabuyu snack product into the U.S. marketplace is the next step for Delickie Baobab Seeds Mabuyu Company. Prior to entering the U.S. snack industry, Delickie Baobab Seeds Mabuyu Company can develop key product attribute which will help to differentiate it from their competition in the mature snack industry. In doing so, the snack company can isolated a specific snack segment in which to enter, and thus focus its product launch in that particular market sector. Initially, the Mabuyu Snack Company will be cooperating with African International Marker Company, a well-known and successful company in the Minnesota region. By cooperating with them, the Mabuyu Snack Company can build and expand its brand awareness among consumers in the state. However, once Delickie Baobab Seeds Mabuyu Company begins to make profit, it should aim to open its own store locations. It has a loyal customer base that is evident through its sales growth. To assess the success of the launch, theories such as the R-A Theory, Segmentation Theory, and Brand Equity Theory will be used.
    URI
    http://hdl.handle.net/10920/29989
    Collections
    • Economics and Business Senior Integrated Projects [1202]

    Browse

    All of CACHECommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    Login

    DSpace software copyright © 2002-2023  DuraSpace
    DSpace Express is a service operated by 
    Atmire NV
    Logo

    Kalamazoo College
    1200 Academy Street
    Kalamazoo Michigan 49006-3295
    USA
    Info 269-337-7000
    Admission 1-800-253-3602

    About K
    Academics
    Admission
    Alumni Relations
    Giving to K
    News & Events
    Student Life
    Sitemap
    Map & Directions
    Contacts
    Directories
    Nondiscrimination Policy
    Consumer Information
    Official disclaimer
    Search this site


    Academic Calendars
    Apply
    Bookstore
    Crisis Response
    Employment
    Library
    Registrar
    DSpace Express is a service operated by 
    Atmire NV