Regional Analysis for Wild Kombucha Expansion

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The Company

Name	Mobtown Fermentation
Tagline	Mobtown Fermentation is a kombucha manufacturer based out of Timonium, Maryland.
HQ	Maryland
# Employees	25-50
Growth Stage	High-Growth Startup
Website	https://www.mobtownfermentation.com
Description	Mobtown Fermentation is a health beverage manufacturer based out of Timonium, Maryland. Their primary product is Wild Kombucha, a cause-driven urban spin on an ancient probiotic drink. Sergio Malarin and Adam Bufano grew up making kombucha and other fermented foods including kimchi, sauerkraut, and pickles. When their parents moved to Peru, they left Adam their brewing equipment. He came across the jars and hand bottlers while cleaning out the garage one day, and decided to try brewing. He fell in love with the process and worked to perfect the family recipe over the next 5 years. First friends and family started buying his brew, then some students from Johns Hopkins, and eventually a couple stores were asking for it. Knowing that he could not do this alone, he teamed up with Sergio and their childhood friend Sid.
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The Case Assignment

Regional Analysis for Wild Kombucha Expansion

Case Synopsis

Mobtown is setting up relationships so that they can begin distributing in other cities. The company would like for you to assess and compare regional cities to identify the expansion plan that would suit their product and brand. This will include a competitive overview based on the products that are available in the different markets and an assessment of how their product might perform if successful.

Once you are able to compare and contrast the various cities, Mobtown would like you to help think through a launch strategy for your recommended city. Mobtown obviously needs to bring customer awareness to their brand and their Kombucha product They also will likely need to figure out what stores and distribution channels would be most ideal for their company.