個案總覽

A partnership of two real estate agents want to increase their recognition in an increasingly crowded and competitive marketplace. Both partners had strong individual reputations, but they believed a campaign focused on their identity as a team would give them a competitive edge in the real estate business. A comprehensive marketing communications plan needed to be developed and implemented quickly as the market was poised for a period of growth in the coming months.

The Little Red Roaster, a retail coffee shop that offered a menu of coffees, teas, gourmet beverages, light meals and snacks, had a strong reputation for good food and coffee during the eight years it had been in operation. The owner had recently been approached to expand both its wholesale and its catering operations, but she was unsure whether she and the company were ready for expansion. Potential wholesale and catering customers would not wait for Little Red Roaster much longer, and the owner must make a decision soon about the company's strategic direction.

The Little Red Roaster, a retail coffee shop that offered a menu of coffees, teas, gourmet beverages, light meals and snacks, had a strong reputation for good food and coffee during the eight years it had been in operation. The owner had recently been approached to expand both its wholesale and its catering operations, but she was unsure whether she and the company were ready for expansion. Potential wholesale and catering customers would not wait for Little Red Roaster much longer, and the owner must make a decision soon about the company's strategic direction.