Ivey Publishing
Korra Dancewear
Product Number:
9B14A011
Publication Date:
05/27/2014
Revised Date:
10/31/2019
Length:
10 pages (7 pages of text)
Product Type:
Case (Field)
Source:
Ivey
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.
Learning Objective:
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.
Issues:
Disciplines:
Marketing,  Entrepreneurship
Industries:
Arts, Entertainment, Sports and Recreation
Setting:
Canada, Small, 2013
Intended Audience:
Intro/Undergraduate
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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