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。
Wacky Webster's TV & Home Audio
內容大綱
The owner of a small TV and home audio shop was reviewing his marketing plan for the coming fiscal year. He was exploring potential new target markets, as well as reviewing his product portfolio, repair service, and pricing, and considering a website. Based on his research and analysis, he planned to design a detailed promotional strategy for the fiscal 2014 year.
學習目標
This case best serves as an introduction to marketing at the undergraduate level. Students can properly analyze this case with some knowledge of marketing (including product, placement, price, promotion) or with the use of a marketing framework.<br><br><ul><li>To understand the retail electronics industry.</li><li>To complete a competitive analysis and draw from its implications.</li><li>To complete a corporate analysis and draw from its implications.</li><li>To tie the information drawn from the industry analysis and the competitive analysis to Wacky’s corporate capabilities and then choose a target market.</li><li>To understand the requirements for developing a comprehensive marketing plan.</li><li>To create a promotional plan linked to a target market’s behaviours and needs.</li></ul>