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Hairstrong: Working Out a Marketing Plan
內容大綱
Hairstrong sold hair scrunchies, and the business’s founder had experienced significant success since selling her first products in September 2019. Sales had reached CA$90,000, and media coverage came from outlets such as Good Morning America, Chatelaine, and Global News. However, the founder wanted to expand on the early success to double current total annual revenue and consider making Hairstrong her full-time occupation. This meant significantly expanding Hairstrong’s exposure geographically and building an efficient and targeted marketing plan. This would not be an easy task given the myriad opportunities the founder had to consider.
學習目標
After completing this case, students will be able to do the following:<ul><li>Perform a comprehensive analysis of an entrepreneurial venture’s internal strengths and weaknesses, as well as its external environment.</li><li>Qualitatively and quantitatively analyze distribution and promotional opportunities using a variety of marketing math tools, including profit potential, break-even analysis, and margins and markups.</li><li>Understand the operating dynamics of an entrepreneurial venture in the accessories industry and appreciate some of the challenges of starting and running a business.</li><li>Create and justify a comprehensive marketing plan based on thorough analysis, ensuring it is connected to a clear and specific target market.</li><li>Develop a marketing strategy for an early-stage start-up with limited financial resources operating primarily in an online environment.</li></ul>