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

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.