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Soom Foods: Zooming Out for A Booming Supply Chain
Neha Mittal; Sheri Lambert; Sara HonovichCase IVEY-W27963-EMarketing, StrategyFounded in 2013 by sisters Shelby, Jackie, and Amy Zitelman, Philadelphia-based Soom Foods (Soom) aimed to educate US consumers on tahini and make the product a staple in US pantries. By 2021, the business had grown into a multimillion-dollar revenue company and had achieved national distribution through an omni-channel sales effort. However, Soom’s reliance on the single-source Ethiopian Humera sesame seed to prepare its high-quality tahini had ...Starting at €8.20
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Formlabs: Selling a New 3D Printer
Cespedes, Frank V.; Hull, Olivia; Migdal, AmramCase HBS-817001-EMarketingHeadquartered in Somerville, Massachusetts, Formlabs manufactures 3D printers used to print everything from prototypes and models to jewelry, dental, and sculpture molds. As Formlabs prepares to ship its latest model, the Form 2, Head of Customer Development and Services Luke Winston wonders which strategy will double sales. Should he focus on direct sales or add more channel partners?Starting at €8.20
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Macy's: Evolution in the Sunshine State, Teaching Note
Groysberg, Boris; Narayandas, Das; Shapiro, Benson P.; Hull, OliviaTeaching Note HBS-418072-EMarketingTeaching note for case 416018.Starting at €0.00