個案資料

In 2013, the chief executive officer of the Canadian guitar manufacturer MacKenzie & Marr Guitars was reviewing all options to increase monthly sales, which were well short of the goal of 100 guitars a month or $1 million in annual revenue. Unlike its competitors in Canada, the company sold its products only online, promising delivery within 10 days and providing a seven-day return guarantee if the customer was not satisfied with the product. The first set of decisions related to the launch of a new guitar model: what market segment should be targeted, whether to expand into the United States where the company would face significant online and brand competition, whether the guitar should be endorsed and how it should be priced. He also had to decide whether to begin selling guitar accessories to increase revenues. As well as his concern about product, he had to consider changes in tariff policies that might affect the costs of manufacturing in and shipping from China. Once these decisions had been made, he would then decide on how best to allocate the company’s limited monthly promotional budget, especially whether to increase his Facebook and Google advertising, or invest in industry magazine print ads, or do both.

<ul><li>To challenge students to devise a comprehensive marketing plan relating to a company’s promotions, pricing, and product line and based on a sound, in-depth marketing analysis.</li><li>To expose students to the difficulties associated with establishing a brand in a well-established industry dominated by a few major competitors.</li><li>To practice evaluating the pros and cons associated with targeting different consumer segments and illustrate to students that a company’s chosen target market will drive other decisions in the plan.</li><li>To expose students to the strengths and weaknesses of different distribution strategies and how marketing tools can help mitigate these weaknesses and emphasize these strengths.</li><li>To practice various quantitative tools to evaluate the financial feasibility of different promotional alternatives.</li></ul>

• Marketing mix
• pricing strategy
• product positioning
• branding
• Canada