(7 pages of text)
In early 2013, the 23-year-old owner and designer of Korra Dancewear was brainstorming ideas to garner more attention for her new dancewear collection. Her business sold dance apparel online, and the company needed a comprehensive marketing plan to improve sales. With limited funds, this would be a challenge, but the young owner was keen to examine three pieces of her marketing plan: distribution options; launching a new children’s line; and pricing challenges and promotional options.
This is a comprehensive case written for an introductory undergraduate marketing class. This case can be taught over two 50-minute or one 80-minute class, and is best placed toward the end of the marketing module.
Student learning includes the following:
- To understand the challenges of starting a business with limited funds and resources.
- To gain exposure to the challenges of selling a product through a retail partner(s).
- To understand the pros and cons of manufacturing in Canada versus overseas.
- To apply quantitative business analysis tools for breakeven, margin, markups and unit contribution calculations.
- To use the above analysis to support a decision-making process.
Arts, Entertainment, Sports and Recreation
Canada, Small, 2013
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