Ross students ace real-world market challenges abroad
Story and photos by Fernanda Pires
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University of Michigan business students at the Vienna University of Economics and Business tackled real-world market challenges during an intensive spring break course. Team #5 focused on the European hydration brand Waterdrop Inc., analyzing its potential entry into the U.S. market. The students explored strategies to convey taste and flavor without selling liquids, emphasizing the critical role of packaging. Their work exemplified how effective marketing strategies could align with American consumer trends of convenience and sustainability.
“With the right strategy, Waterdrop has the potential to become a leading hydration brand in the U.S.,” said U-M student Vanessa Perozo, as her team proposed bold marketing strategies. Their plan included leveraging multiple marketing channels to build brand awareness. The course, taught by WU assistant professor Eva Marckhgott, provided hands-on experience, allowing students to collaborate with a real company facing business challenges, gaining valuable insights into consumer behavior.
Waterdrop, known for eco-friendly microdrinks, aims to lead the U.S. beverage market. “It was inspiring to see the representative from Waterdrop being so excited and appreciative of our insights,” said U-M student Victoria Pinto. The program allowed students to address societal issues like climate change and resource scarcity, understanding evolving consumer needs and business responses.
The Ross Global Initiatives team introduced a cost-effective study abroad model, reducing the typical expense of such programs. The new approach involves collaborating with partner schools, like Vienna University, where local faculty deliver customized academic experiences. Each student paid about $950 for the week-long course, significantly less than previous programs. This affordability led to a surge in applications, tripling participant numbers.
Jessica Oldford, managing director of Ross Global Initiatives, noted, “We are sending three times the number of students this year compared to last year.” The program’s success has encouraged plans for additional short-term programs hosted by partner schools, enhancing global learning opportunities while minimizing costs. BBA senior Hussein Yassin emphasized the importance of affordability in his decision to enroll, highlighting the value of real-world marketing experience with a socially impactful company.
First-year student Molly Burke, drawn by the program’s affordability, gained hands-on experience in global marketing, working with diverse teams to refine communication skills. Graduated computer science student Hazel Shibu, now in the Ross Master of Management program, applied marketing strategies in a European context to expand her family’s business. Shibu remarked, “The more inquisitive I am while researching and observing, the more creative my final output becomes.”
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