個案資料
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Purely Gr...8! Water Company Inc.
內容大綱
Sandra Hawken is faced with the challenge of developing a marketing plan for Romil Reyes, vice-president of operations of Purely Gr...8! Water Company Inc., a premium purified bottled water company in Scarborough, Ontario, Canada. Romil, a 20 per cent owner of the business, wants to expand the target market from its current client base of Filipino home users. Romil's father, the majority shareholder, enjoys servicing the small client base and does not want to take risks with his business. Sandra is left with the task of making product positioning, pricing, promotion and distribution decisions that will appease both owners.
學習目標
<ul><li>To focus on personal selling and distribution issues or to focus on overall marketing planning.</li><li>To discuss new venture management issues such as growing while relying on debt, personal ambitions of the founders and risk tolerances.</li></ul>