Marketing Case Study

Description: In 2013, Hampton Creek entered the mayonnaise marketplace with the world’s first plant-based, vegan mayonnaise “Just Mayo”. The creation of an egg-free version of mayonnaise had the potential to upset the market, especially for Unilever’s Hellmann’s brand. The case provides an overview of Unilever’s role in the mayonnaise market, highlighting its commitment to innovation and sustainability, as well as its analysis of Hampton Creek as both an opportunity and a threat. Students are asked to examine this complex problem with Unilever and grapple with the tension between encouraging innovation and progress, while protecting a key source of revenue from a new market entrant.

 

Please find this case on the Harvard Course Pack. Please provide separate answers for each questions below. That is, do not respond to the three questions in a singular combined response.

Marketing Case Study

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Case questions:

  1. (20%) What market dynamics were present in 2011 that gave Hampton Creek's Just Mayo a strategic advantage?
    • Using Hampton Creek as a case in point, perform a Company analysis of Hampton Creek analyzing its Strength and Weaknesses. Now, perform a PESTLE analysis of the industry and the market. These are meant to help you answer the given question. You are expected to submit your SW(OT) analysis along with the PESTLE analysis BUT this should not be the entirety of your response. Use what you learn from the SW(OT) and PESTLE analysis to provide an on-point response to the question above.
  2. (30%) What opportunities and threats does Hampton Creek's new product provide to Unilever?
    • Using Unilever as a case in point, evaluate the opportunity and threat Hampton Creek's new product poses. Evaluation of the market share, sustainable strategy, future innovation, reputation, market disruption etc., should help here. If need be, perform a SWOT analysis with Unilever as a focus. You are expected to submit your (SW)OT analysis along with the PESTLE analysis BUT this should not be the entirety of your response. Use what you learn from the (SW)OT and PESTLE analysis to provide an on-point response to the question above.
  3. (50%) Evaluate the three potential strategic responses Unilever could have as a response to Hampton Creek. How should Unilever respond?
    • Weigh the pros and cons of each strategic response. Provide your own analyses of these.
    • Given your synthesis of the issue at hand, and your analysis of the options Unilever has available, how should they respond? Argue the rationale behind the direction you prescribe in comparison to the alternative routes Unilever could take.
    • You are, for all of the case questions, are being evaluated for your display of knowledge and depth of analysis.

Response length guidance: 1000 words (This is the suggested length. Your response could be well below this length or above it. That is okay as long as you have articulated your points and rationalized your response. Please provide word count on your submission).


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