學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Receiver Coffee: Brewing Up Wholesale Customers
內容大綱
Receiver Coffee (Receiver), a Prince Edward Island-based coffee roaster and café, had found success since opening in 2012. Co-owner Colleen MacKay and her partners were trying to grow the wholesale side of the business, selling high-end coffee to cafés, restaurants, and other businesses outside of their usual trading area, with a focus on Ontario and Quebec customers. Sales growth of wholesale coffee had been limited, despite the overall success of the brand in its home region. Receiver had a clear identity as a high-quality local coffee roaster, a well-defined set of marketing tactics including price and promotion, and ambitious growth goals. Now in 2018, the question for MacKay was how to go about finding a market that could take Receiver to the next level.
學習目標
This case is best suited for an undergraduate-level marketing course, either as a way to discuss growth and expansion or as a review of marketing strategy and tactics. It could also work as an exam to assess whether students understand how marketing strategy and planning occurs. After working through the case and assignment questions, students will be able to do the following:<ul><li>Conduct a quick, quantitative and qualitative assessment of a company’s marketing activities.</li><li>Discuss the importance of a marketing strategy in setting tactics and building plans.</li><li>Analyze the role of segmentation in the formulation of a marketing strategy.</li><li>Understand the nature of growth and identify which strategies are appropriate for different growth goals.</li><li>Discuss and analyze the costs and benefits of using intermediaries in marketing and sales.</li><li>