Riipen is in the process of expanding its product line with an innovative new offering. The company seeks to understand the competitive landscape and identify key market opportunities for a successful product launch. This project involves conducting comprehensive market research to analyze competitors, assess market trends, and evaluate potential customer segments. Students will apply their classroom knowledge to develop a strategic go-to-market plan that includes defining value propositions, determining optimal price points, and identifying effective marketing channels. The goal is to equip Riipen with actionable insights and a clear strategy to maximize the impact of their new product in the marketplace. This project provides students with a practical opportunity to apply marketing theories and strategic planning skills in a real-world context.

The project deliverables will include a detailed market research report and a comprehensive go-to-market strategy plan. The market research report should cover competitor analysis, market trends, and customer segmentation. The go-to-market strategy plan should outline value propositions, pricing strategies, and recommended marketing channels. Students will present their findings and strategic recommendations in a final presentation to Riipen's management team.