個案資料
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PromenAid Handrail: Managing Growth
內容大綱
PromenAid Inc., located in Montreal, Canada, and founded in 2010, was a producer of satin-anodized modular handrails for mobility-impaired customers. The company had begun experiencing significant growth in sales in 2016. Further, the projections of the vice-president of Commercial Operations suggested explosive growth between 2017 and 2020. However, he was concerned about demand stimulation, positioning and differentiation, and choosing channels of distribution. In addition, he was concerned about the potential effect of growth on cash flow and the organizational structure. Changes had to be made to ensure the company's potential growth.
學習目標
This case is suitable for an undergraduate or graduate-level course in business ownership, marketing strategy, product management, channel management, or small businesses. While the case emphasizes marketing issues, students are required to consider the impact of these decisions on cash flow and organizational structure. After working through the case and assignment questions, students will be able to<ul><li>evaluate management decisions using a variety of frameworks;</li><li>understand the challenges and opportunities that owners face in the development of new products and markets;</li><li>apply marketing frameworks to a simple but innovative product; and</li><li>assess the impact of market-development decisions on the finances and organizational structure of a small business.</li></ul>