DCF Innovations: Goalie Pad Covers (A)
T.J. Flood must develop a strategy to bring to market DCF's patented goalie pad cover concept. Opportunities exist in both ice hockey and the emerging roller hockey markets. DCF must develop a strategy which will interest both retailers and end consumers. The case is designed to give students a workout in putting together a coherent marketing strategy which must consider segmentation, positioning, pricing, product, distribution and promotion. A follow-up case (9A98A019) is available.
Canada, Small, 1995
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