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 be 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.

Relevant Topics

Account Management

Growth Strategy


Product Design & Development

Purchasing, Logistics, Supply Chain

Sales & Business Development

Learning Objectives

  • Students will help craft customer acquisition strategies.
  • Students will consider ways of expanding core product distribution to new audiences.
  • Students will learn the complexities of distributing refrigerated products.

Company Overview

NameMobtown Fermentation
TaglineMobtown Fermentation is a kombucha manufacturer based out of Timonium, Maryland.
# Employees25-50
Hiring Potential
  • Follow-on Projects
  • Formal Internship
  • Entry Level Full-Time
  • Upper Level Full-Time
Growth StageHigh-Growth Startup
Funding StatusSeed Stage
Funding Size500,000 - 1,000,000
DescriptionMobtown 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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