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。
Posana Integrative Wellness: A Start-Up Business
內容大綱
In September 2016, the owner of Posana Integrative Wellness, a new start-up business in Calgary, Alberta, had to plan her marketing strategy for expansion. She was planning to transform her part-time consulting services into a full-time integrated health and wellness centre. Her target market was health-conscious consumers who were open to pursuing a natural and holistic lifestyle—primarily women aged 35–65 with disposable income. She wanted to find new and innovative marketing ideas. She also needed a detailed marketing plan for her brick-and-mortar expansion in time for the planned September 2017 opening.
學習目標
This case is appropriate for both upper-level undergraduate and entry-level graduate programs. It is best positioned in the marketing section of an entrepreneurship or marketing course. The case gives students an opportunity to do the following:<ul><li>Understand the importance of performing a thorough assessment of the market and competitive positioning before evaluating marketing alternatives and making decisions.</li><li>Identify the major decisions a company needs to make in relation to the 4Ps of the marketing mix: product, price, place (distribution), and promotion.</li><li>Develop a promotional plan and integrated marketing communications strategy linked to target behaviours and needs.</li><li>Practice planning marketing activities and setting marketing controls.</li></ul>