Summary:
JustMyx was a beverage company that produced concentrated liquid juice mixers for cocktails. Its product line included three cocktail flavours: Sex on the Beach, Piña Colada, and Lime Mojito. JustMyx was founded by three students who attended Western University in London, Ontario. Richard Wang and the other co-founders were granted $12,000 from Western’s Propel Accelerator Program to start JustMyx. Shortly after, the other co-founders chose to pursue other opportunities while Wang continued leading JustMyx. Despite its rapid growth, JustMyx faced financial challenges, requiring Wang to consider ways to capitalize on the company’s momentum. Wang needed to determine whether to expand into British Columbia, Manitoba and Alberta or continue focusing on expanding in Ontario. Students are asked to perform an internal and external analysis, identify a target market and make strategic decisions regarding promotion, placement, pricing and product to determine the best course of action. This comprehensive marketing case is designed for an introductory business course at the undergraduate level.
Drops of Opportunity: Marketing Strategy for JustMyx
Author: Richard S. Bloomfield and Taylor Skuta
Category:
Marketing
Preamble:
This case was written with the support of research assistants, Heather McDougall and Alice Wu, and was edited by Shahin Pardhan and Katie Oates. Final production of this note was made possible by the Library and Learning Services team at Huron University. The authors' intent for this material is to be used in a classroom or other management learning settings. Names or other identifying information may be altered to protect confidentiality.
Published 07-18-2025
Copyright:
This content is freely available without charge to readers and their institutions. All content is published under the Creative Commons License, Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0). Readers are allowed to read, download, copy, distribute, print, search, or link to the full texts of this case without seeking prior permission from the author(s).
Keywords
Food and Beverage, Marketing Strategey, Promotion