個案總覽

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.

A senior product manager at Abbott Laboratories Limited (Abbott) must develop a comprehensive marketing strategy to launch Abbott's ground-breaking drug, Norvir, into the Canadian market. Norvir has recently been launched in the U.S. and was used to treat patients with the Human Immunodeficiency Virus (HIV). With fewer than six months before the scheduled Canadian launch date, he must make a number of decisions concerning product positioning, sales representation and promotion.

The manager of Northern Rivers Community and Business Development, must decide whether he will grant a $100,000 loan to the owners of Three Star Food Service Ltd. The owners of Three Star are contemplating the purchase of Crystal Fruit Sales. Crystal's past financial performance, the business conditions, the character of the new owners, capacity to repay and collateral issues must be considered.