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Zarr Tech: Next Steps for a Growing Business
內容大綱
In 2018, the founder and chief executive officer of Zarr Tech Canada Inc. (Zarr Tech), understood the need for his young business to continue along its impressive growth trajectory. However, he was unsure how this goal could best be achieved. Given the increasingly competitive information technology consulting sector, he questioned whether Zarr Tech was well positioned to take advantage of further industry growth, and he wondered how best to promote his business to achieve the growth it needed. He considered various options, such as attending trade shows; hiring a sales representative; using online advertising mediums, such as Google Ads or LinkedIn; and employing an email marketing campaign. Additionally, the business' young founder was considering expanding his operations to the Vancouver area but wondered if now was the right time to do so.
學習目標
This comprehensive case is written for the end of a marketing management module in an undergraduate business course. After completing this case, students will be able to do the following:<ul><li>Perform a comprehensive analysis of a new business’s internal strengths and weaknesses as well as its external environment.</li><li>Analyze promotional and other opportunities, both qualitatively and quantitatively, using a variety of marketing math tools.</li><li>Deal with the ambiguity of marketing math by making reasonable and justified assumptions using critical thinking.</li><li>Understand the operating dynamics of an entrepreneurial venture in the technology industry as well as some of the challenges of starting a business.</li><li>Make and justify decisions based on thorough analysis connected to a target market.</li><li>Create a comprehensive marketing plan.</li></ul>