Martha Stewart Cannabis: Overcoming Obstacles
商品編號：W25155
出版日期：2021/01/09
再版日期：
商品來源：
商品主題：Marketing; Strategy
商品類型：Case (Pub Mat)
涵蓋議題：cannabis, personal brands
難易度：4 - Undergraduate/MBA
內容長度：9 頁
地域：United States
產業：
事件年度：2020
In 2020, the legal cannabis industry in the United States was emerging. One large player in the nascent industry was Canopy Growth Corporation (Canopy Growth), a cannabinoid company based in Smiths Falls, Ontario, that grew cannabis and managed a range of cannabis-related brands. In September 2020, Canopy Growth announced a partnership with Martha Stewart that entailed the development of a mix of cannabis edibles and oils for wellness sold under the name Martha Stewart CBD. Although the legal cannabis industry held tremendous promise, there were a wide range of unique challenges associated with selling cannabis products, including regulatory and policy issues, stigmas associated with illegal cannabis, and other more typical issues associated with selling new products such as the need for consumer education. The partners would need to consider how consumers would respond to the Martha Stewart CBD offerings, what specific obstacles they would have to overcome, and what market segment(s) and products they should prioritize.
教學手冊：Martha Stewart Cannabis: Overcoming Obstacles - Teaching Note
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