個案資料
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Dunlop Livery Antiques: Modernizing the Vintage Industry
內容大綱
The owner of Dunlop Livery Antiques in Dunlop, Ontario was considering a comprehensive marketing strategy with a focus on digital marketing. The industry was changing, popularity was wavering, sales were falling, and distribution channels were shifting. A new strategy was needed to increase revenue, profit, and brand awareness in the shrinking industry. Several placement choices were available, including selling online or at trade shows. A promotion plan also needed to be developed and implemented, which included advertising options such as Instagram and magazines. He needed to catch up with the competition in terms of promotion and distribution. With retirement looming, he had to make some tough choices—how could he promote and improve sales to ensure the future success of his antique business?
學習目標
This is a comprehensive case suited for an introductory undergraduate course on marketing management. After completion of this case, students will be able to<ul><li>understand a changing external environment and how a business can respond using the available internal resources;</li><li>analyze various promotional strategies and how they will resonate with different customer segment groups;</li><li>apply quantitative marketing tools including profit potential, break-even analysis, margins, and weighted average unit contribution; and</li><li>use the cumulative analysis to create and support a comprehensive marketing plan.</li><ul>