Sun Quan Education Inc.: How Far Can “We-Go”? (Simplified Chinese Version)
(6 pages of text)
Sun Quan Education Inc. faced a variety of challenges on its path to expanding its customer base and building profitability through the operation of the We-GO club, a strategic business unit aimed at promoting education and training about the Go game in southern Ontario. Some of these challenges came from the low awareness of Go compared to other more popular intellectual products in Canada, the relatively late entry to the market of educational services, and more critically, the need for the company to develop a comprehensive and effective marketing plan starting with a clearly defined target segment. What was the right direction for the company’s marketing plan?
This case is suitable for marketing management, international marketing, product management, or entrepreneurship courses at both undergraduate and graduate levels. After working through the case and assignment questions, students will be able to do the following:
- Understand the definition of a new product from multiple dimensions (innovation, market, and culture).
- Perform an environmental scan on factors like competition, regulation, economics, society, and technology that influence a product’s market entry and expansion.
- Develop a marketing plan consisting of a target segment profile, a positioning statement, and a detailed marketing program (4Ps).
- Conduct a break-even analysis and sales forecast, and make financial predictions.
Canada, Small, 2018
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