It was July 2022, and Isaac Morgado, one of the founders of MVMT Strength Inc., wanted to create a comprehensive marketing plan for the fall season. The gym had recently moved to a new location and Morgado wanted to continue growth through promotional campaigns.
In June 2021, a strategist in the Canadian offices of Summit Consulting’s products strategy group was contemplating how to improve her recognition and standing within the professional services organization. However, she believed that her ability to advance was hampered by a conflict in the relationship between her direct manager and her coach. The strategist wanted to strengthen her own relationship with her direct manager, which seemed to be suffering due to her close relationship with her coach. The products strategy group was expected to grow significantly over the next year, during which time the strategist hoped to be promoted to the position of manager. However, she worried that the conflict between her two managers would stand in her way.
The owner and founder of a quickly-growing small business selling gluten-free, naturally sweetened, vegan protein snacks across Canada, had to decide how to move forward. She was a passionate entrepreneur but also worked full-time as a teacher. The company had grown rapidly in only two years and she now needed a strategy to ensure growth and success. Her time was limited, and she needed a strategy to increase both the business’s demand and its supply capacity. She had to decide how to scale the business she enjoyed while remaining committed to her full-time teaching job.
In May 2019, Chiban Leather, a socially conscious leather manufacturing firm based in Addis Ababa, Ethiopia, was undergoing an expansion and the company’s chief executive officer was contemplating its strategic future. She wanted to take advantage of opportunities in the Ethiopian leather industry and expand her client base to include 10 primary wholesalers. She was proud of the social impact the company had achieved so far, and she hoped to be able to focus more on this by expanding the company’s production process. She was also considering other options, including developing Chiban Leather as a retail brand, focusing on trade shows, and pursuing alternative exposure through diversified products and subscription boxes. She wondered if this was the right time to establish the brand and sell directly to clients. She also had to consider whether this option would align with her current goals and strategy.