simulation page

Product Overview

The Silk Soymilk brand evolves from a single homemade product to a regional then national brand, facing challenges such as investment influx, acquisition, and competition from new entrants into the market it created. Silk's marketing angles at various growth stages are discussed, and students consider whether the company should expand its presence or develop new categories and how its efforts could best realize growth targets. Which option carries the biggest risks, and which would best enhance its position as a market leader?

Learning Objectives

Students learn about creating a new market and building a brand, then protecting that brand as new competitors enter the market the company created. They explore the pros and cons of investment influx and company purchase. And they consider branding strategies.