個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Shoes for Moos Inc.
內容大綱
Jim Wells has just developed moo shoes, specially designed shoes for cows that aid in the cure of foot problems. He wishes to market these shoes and is trying to decide price, channel, and promotion issues. Jim has access to a limited amount of investment capital and he must decide whether to proceed with his idea for moo shoes. The case contains sufficient data to calculate the potential market size, breakeven analysis, and profitability.
學習目標
<ul><li>To practise putting together a segmentation marketing strategy, and financial evaluation of the strategy.</li><li>To illustrate the trade-offs within any strategy.</li><li>To illustrate the risks of marketing a new-to-the-world product.</li><li>To sharpen analytical skills and learn major concepts such as market segmentation and distribution channels.</li></ul>This case has been used as an examination and for fourth year students in a marketing management course. It is also intended as an introductory case during which students can become familiar with marketing variables, basic concepts, and basic approaches.