Katona Beverages Case Study Help Analysis With Solution

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Nancy Reid is the marketing and new product director at Katona Beverages, a small niche player in the beverage industry. Among Katona’s products are iced tea in a can, vitamin water, fruit drinks made from natural ingredients, and bottled water pumped from underground springs…
Nancy said, “I’m glad you two are at least listening.” Al said, “Before we move forward, we should study the pros and cons more carefully. But by the way, Nancy, how long do you think it would take to launch Lightening Bolt?”
Discussion Questions
1. What is your evaluation of the ethics of introducing Lightening Bolt to the market?

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2. How socially responsible would it be of Katona Beverages to launch Lightening Bolt?
3. From a management perspective, what do you see as the pros and cons of launching Lightening Bolt?

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