Marketing Strategy

Credit: chalermphon / stock.adobe.com Marketing Strategy In 2004, Nick Woodman offered his company’s first action camera for home use. Ten years later, the former niche product GoPro has become a hip accessory for the social media society; the company went public in 2014, with an evaluation of $2.95 B. We take a look at GoPro’s […]

Credit: magdal3na / stock.adobe.com Marketing Success Pure Gym’s first low cost gym outlets opened in four big UK cities. Their concept just came at the right time to a country affected by the financial crisis: 24/7 access, modern machines, skeleton staff and, instead of a membership, flexible monthly fees. Seven years later, Pure Gym is

Credit: wavemovies / stock.adobe.com Stories of Failures & Triumph At the beginning of this decade, international discount plattform Groupon was the start-up of the hour, celebrated by investors and the media. In November 2011, while doubts had been expressed about Groupon’s business model, the company had its IPO. However, after only a year, Groupon fell

Credit: nitikornfotolia / stock.adobe.com Start-up Success When, in 2003, students Mirco Wiegert and Lorenz Hampl came up with an idea for a new kind of cola, the German market was in the firm grip of multinationals such as Coca-Cola and Pepsi.  Armed with the minimalist slogan ‘vielviel koffein’ (muchmuch caffeine), the entrepreneurs went to take

Credit: Mymemo / stock.adobe.com Paths to Failure Boo.com was one of the greatest failures of the dot.com bubble that burst around the turn of the millennium. 16 years on, we are still talking about this failed online retailer for sports clothes, not only because it was spectacular but also because the reasons for boo.com’s demise

Credit: ifeelstock / stock.adobe.com Tesla has grown from an idealistic Silicon Valley startup into a disruptive force in the US automotive industry within a mere 13 years. Cleverly combining a great product, great ambitions and a charismatic, involved CEO, the electric car manufacturer is poised to become a global superbrand. But what can other companies