Ivey Publishing
Kiai Marketing Group
Product Number:
9B10A025
Publication Date:
02/04/2011
Length:
12 pages (8 pages of text)
Product Type:
Case (Field)
Source:
Ivey
Kiai Marketing Group is a start-up advertising company providing innovative marketing solutions to businesses in London, Ontario. The company’s first undertaking is aimed at reaching the post-secondary student demographic by attaching a business’s advertising to laptop computers by means of a laptop skin. The proprietor needs an overall strategic marketing plan to secure his first client. The proprietor must decide what clients to target, how to reach the student market, what to charge clients, and what to pay the team of students displaying the laptop skins.
Learning Objective:
This case is useful to:
  • Introduce students to the approaches used by advertising companies, along with the metrics used to measure the results.
  • Expose students to the process of starting a business, and show how consideration of the qualitative and quantitative factors can affect business decisions.
  • Hone students’ analytical skills for assessing the future revenue, financial feasibility, and internal capabilities of a new business.
  • Learn how businesses choose their first clients and understand the rationale for their decisions.
Issues:
Disciplines:
Entrepreneurship,  Marketing,  Introductory Business
Industries:
Administrative, Support, Waste Management and Remediation Services
Setting:
Canada, Small, 2010
Intended Audience:
Introductory
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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