Final Essay

Juul Labs, a company that offers innovative nicotine delivery system, has recently surpassed Facebook as the fastest startup to reach the decacorn status (i.e., a valuation of over $10B). The details can be found here: https://finance.yahoo.com/news/juul-surpasses-facebook-fastest-startup-reach-decacorn-status-153728892.html. Yet, despite its success – or maybe because of it – the FDA is severely limiting its future prospects. You may find the details here: https://www.usatoday.com/story/news/health/2018/11/13/juul-flavored-e-cigarette-products-social-media-fda-crackdown/1990688002/.

Discuss the opportunities and threats that Juul faces domestically and internationally. Given its competencies, what business-level strategy would you suggest to Juul and why? Should it cooperate with any of the larger players in the industry? If so, how? Should Juul develop an international strategy? If so, what do you believe to be the best option for Juul to ensure success? Why?

Provide a 5-6 page write-up explaining your recommendations (single space, 1-inch margins all-around). This will require you to do additional information search. Make sure to include the sources you use as references at the end of your write-up.