Global Tribe's new product

This case highlights the challenges faced by Beatriz Moreno, the new marketing trainee of GlobalTribe, in defining the marketing strategy for a new product innovation. GlobalTribe, founded in 2016, is currently one of the main suppliers of açaí to companies in the food establishment industry in Portugal. To solve the difficulties associated with the transport and storage of frozen açaí, GlobalTribe developed a new product, liquid açaí, which can be stored and transported at room temperature without losing its quality and characteristics. This case study analyses the viability of opening an online store on GlobalTribe's current website, to sell the product directly to the final consumer and define the strategies that the company should implement to reach the target audience and be successful in this new project.