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SDS RiskAssist: Assisting with Chemical Safety
內容大綱
Rillea Technologies (Rillea) was a software-as-a-service provider for the chemical safety and compliance industry whose main product was SDS RiskAssist, a software package for managing electronic versions of the safety data sheets required by companies and organizations whose employees need to handle potentially dangerous chemicals. In January 2022, Lisa and Rob Hallsworth, Rillea’s co-founders, set themselves the goal of maximizing their company’s revenue growth over the coming years. To accomplish this, they considered implementing a marketing plan consisting of promotional strategies such as purchasing advertising on Google Ads and/or LinkedIn and participating in trade shows. They also considered expanding their product mix to include a premium version of an existing product. Given Rillea’s limited human capital and the increasingly competitive market that was forming in the chemical safety and compliance industry, the co-founders knew they had to make a decision as quickly as possible.
學習目標
This case is suitable for an introductory undergraduate-level course on marketing. Its comprehensive nature provides students with an opportunity to implement and practice the analytical and critical thinking skills they have developed. After working through the case and assignment questions, students should be able to do the following:<ul><li>understand how to make marketing decisions for a business-to-business and business-to-government company</li><li>learn how to promote and sell a product that does not offer financial benefits to consumers</li><li>practice examining the pros and cons of targeting different consumer groups</li><li>use marketing math tools to justify decisions quantitatively</li><li>devise a comprehensive marketing plan relating to the company’s promotions, pricing, and product line, based on a thorough and detailed marketing analysis</li></ul>