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Conquering the US market: AJE’s blue ocean strategy in action

Fernando Garcia (Wright School of Business, Dalton State College, Dalton, GA, USA)
Stephen Ray Smith (Wright School of Business, Dalton State College, Dalton, GA, USA)
Amy Burger (Roberts Library, Dalton State College, Dalton, Georgia, USA)
Marilyn Michelle Helms ( Wright School of Business, Dalton State College, Dalton, Georgia, USA)

Publication date: 30 October 2024

Abstract

Research methodology

Data used to develop the case included primary data from employees and leaders of AJE, a Peruvian-based beverage products manufacturer. The case company is not disguised; actual employee names and titles are used. The company provided financial and product data and photos.

Case overview/synopsis

The AJE Group’s initial launch of its Amayu Peruvian superfruit drinks into the American market, in partnership with Amazon, fell short of company expectations. Company leadership sought to reevaluate their strategy and determine how to modify their approach to achieve a higher level of success. They were considering whether a “blue ocean” strategic approach, which they successfully implemented in the past in the Peruvian market, might work in the US market.

Complexity academic level

This case is designed for an undergraduate international business or strategic management class. With the financial data, the case is also comprehensive enough to serve as an early case on international business in the strategic management capstone course. Before completing the case, business students should complete principles courses in the business core including marketing, accounting, finance and management.

Keywords

Acknowledgements

Disclaimer: This case is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources.

Citation

Garcia, F., Smith, S.R., Burger, A. and Helms, M.M. (2024), "Conquering the US market: AJE’s blue ocean strategy in action", , Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/TCJ-10-2023-0208

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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