Ivey Publishing
Fody Foods: Eating Life to the Fullest
Product Number:
9B19A002
Publication Date:
01/04/2019
Revised Date:
02/07/2019
Length:
10 pages (7 pages of text)
Product Type:
Case (Field)
Source:
Ivey
FODY Foods Inc. (Fody) was a Canadian-based entrepreneurial manufacturer and marketer of a line of food products designed for people suffering from irritable bowel syndrome (IBS), a condition that affected an estimated one billion people worldwide. With public awareness of the socially sensitive condition growing, Fody’s founder needed to figure out how to market the company’s line of products while creating a new category in the process.
Learning Objective:
The case is appropriate for use in an undergraduate, graduate, or executive program in a general marketing, marketing planning, or entrepreneurship class. This case tackles the marketing challenges of an entrepreneurial consumer packaged goods company. The case will enable students to
  • evaluate a market opportunity;
  • explain a first-mover advantage and assess its sustainability; and
  • understand how to develop a new category.
Issues:
Disciplines:
Marketing,  Entrepreneurship
Industries:
Accommodation & Food Services
Setting:
Canada, Small, 2018
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Translations: French (11 pages)
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