學門類別
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Cole and Parker: Socks that Start Businesses
內容大綱
The co-founders of a company that markets brightly coloured, high-quality and boldly designed men’s socks had just heard from the producers of a popular Canadian reality television show, Dragons’ Den. They had been chosen to pitch their business idea to the show’s venture capitalists in hopes of receiving investment funds. Since they were at the cusp of their business development plans, with an innovative business model and product design, the co-founders still had some key marketing decisions to make before their on-air pitch to the Dragons” in a month.<br><br>The partners’ concept of the company was innovative: for every pair of socks sold, 20 per cent of their sales would be donated to Kiva, an organization that facilitated microfinance lending. The sale of each pair of socks would aid entrepreneurs around the world who were starting their own businesses.
學習目標
<ul><li>To perform an industry size-up.</li><li>To assess corporate capabilities.</li><li>To decide on the business’s target market.</li><li>To determine what message the company wants consumers to receive.</li><li>To decide what will differentiate the company’s offering from its competition.</li><li>To prepare a marketing plan for the pitch on Dragons’ Den.</li><li>To support this plan with analysis.</li></ul>