個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
NewStar Marine & Scooter: Growing a Family Business
內容大綱
NewStar Marine & Scooter Inc. was a small family-owned retail operation in Eastern Passage, Nova Scotia. It offered a diverse range of products, from boats and motors to scooters and trailers, all under one roof. For a small family business, it was very successful. Sales grew from $198,000 in the first year to over $600,000 by year three, despite little marketing, few part-time staff, and an unconventional operational strategy. By February 2017, this significant growth coupled with the owner's lack of planning had created a series of problems, including unhappy employees, facility limitations, and brand confusion. To continue its remarkable growth, the owner needed to rethink the business operational and marketing strategies.
學習目標
This case explores several key issues in marketing and entrepreneurship. It can be used in a marketing strategy or entrepreneurship course at the undergraduate, MBA, or executive MBA level. After completing the case, students should be able to<ul><li>develop strategies to handle the growth of a small family business while considering the values of the entrepreneurs nearing retirement;</li><li>choose product offerings to concurrently satisfy customer needs and maximize profitability;</li><li>identify a reasonable solution to address capacity challenges associated with a larger volume of inventory; and</li><li>propose a marketing plan for a small family business with limited resources.</li></ul>