D-Bamboo Home and Garden Shop
(7 pages of text)
The owner of a small home and garden shop in Chaguanas, Trinidad, is faced with declining sales and the recent entry of a competitor offering similar products at competitive prices. In order to compete, he is considering moving to a larger location and expanding his business to capitalize on emerging opportunities, such as the demand for landscaping services by wealthy professionals. He is uncertain how his current customers would react to such a move and is considering what kind of marketing activities he should engage in to ensure the business’s long-term survival.
This case, designed for a 120-minute session in an introductory undergraduate course on marketing, strategy, or entrepreneurship, seeks to:
- Provide students with an understanding of the challenges of shifting into new market segments and of growing a business without alienating its existing customer base.
- Expose students to the unique marketing challenged faced by small businesses and highlight the linkages between the four Ps in formulating effective decisions.
- Introduce students to sensitivity analysis and allow them to appreciate the quantitative impact of their strategic decisions on a business’s long-term viability.
- Illustrate critical issues involved in evaluating new business opportunities and discuss how entrepreneurs can sustain a competitive advantage in difficult economic circumstances.
Trinidad, Small, 2009
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