A Couple of Squares: E-Commerce Opportunities for Growth (B)
(4 pages of text)
A small upscale bakery produces artisan-quality, hand-decorated cookies, generating $1 million in annual revenue. In the (A) case 9B13A004
, the two co-owners investigate the role of pricing in driving growth for their business and allowing them to achieve several fundamental financial goals. In the (B) case, the partners explore the possibility of a website to drive direct-to-consumer sales on an e-commerce platform.
The multimedia elements of the case 7B13A004
will add to the richness of the conversation.
- To teach fundamental pricing concepts, including margin, markup and the impact of cost structure on pricing.
- To demonstrate the interplay between marketing and operations, with a possible opportunity for a marketing professor and an operations professor to co-teach the case.
- To investigate the implications surrounding pricing within a small, entrepreneurial business environment.
Canada, Small, 2012
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