Rethinking B-Sc’ool Apparel at Hill
(6 pages of text)
In October 2018, the president of a business school student (BSS) society must decide on the viability of marketing a line of business school apparel. The school had been selling its brand of products with moderate success and the president had to determine the best option going forward. She faced a number of decisions: How to increase sales? What should be included in the clothing line? Should the product line be branded under the school’s or the student society’s logo? What strategy would be the most successful?
This case is suited for use in undergraduate courses on strategic marketing or entrepreneurial start-up.
After completion of the case and assignment questions, students will be able to:
- Define the composite value-proposition to primary-secondary-tertiary stakeholders.
- Define the key resources and key activities the BSS team is responsible for.
- Identify key partners, the resources they bring and activities they perform.
- Identify most favorable customer segments and relationship requirements.
- Define risk and mitigation, particularly if the financial and HR assessments have not been undertaken.
Canada, Small, 2018
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download