1. What is your evaluation of the ethics of introducing Lightening Bolt to the market? 2. How...
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?
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.
Despite some success, sales and profits at Katona are barely enough for the 65-employee company to survive. Today Reid is meeting with the owner, Al Trout, and the sales director, Louise Garcia.
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