Ivey Publishing
DCF Innovations: Goalie Pad Covers (A)
Product Number:
9A98A018
Publication Date:
11/05/1998
Revised Date:
01/22/2010
Length:
16 pages
Product Type:
Case (Field)
Source:
Ivey
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.
Issues:
Disciplines:
Entrepreneurship,  Marketing,  Introductory Business
Industries:
Manufacturing
Setting:
Canada, Small, 1995
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
Associated Materials
Use With: 9A98A019 (4 pages)
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