個案資料
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RollUP Solutions Incorporated: Going to Market
內容大綱
In early July 2017, the shareholders of RollUP Solutions Incorporated (RollUP), a social enterprise in London, Ontario, had just received great news about a partnership with Goodwill Industries International Inc. that would result in process efficiencies and business growth for RollUP. RollUP collected used mobility devices from long-term care homes, upcycled the devices, and sold them to consumers at discounted prices. Before launching their online sales channel and implementing their new sourcing and upcycling process, the shareholders needed to make key marketing decisions such as selecting a target market, price, and promotional methods.
學習目標
This case is best suited as an introduction to a marketing management module in an introductory undergraduate business course. Students can analyze the case after being introduced to a marketing framework that includes product, price, placement, and promotional analysis. After completing the case, students should be able to complete<ul><li>a corporate size-up,</li><li>an industry analysis,</li><li>a competitive analysis,</li><li>a consumer analysis; and</li><li>a marketing plan.