David E. White: Executive Direct Line
(7 pages of text)
The owner of a fine-menswear store needs to make some crucial decisions regarding his own new line of made-to-measure clothing. He has to decide how to best market a new line and make decisions regarding the target market, product, placement and promotion.
Students can properly analyze this case after being introduced to a marketing framework, including the Four Ps: product, placement, promotion and price. Proper case analysis requires students to gain practice at identifying and completing the following:
- Industry analysis.
- Competitive analysis.
- Consumer analysis.
- Corporate size-up.
- Marketing plan: This plan should include specific products to offer, where to place/offer the new products and the promotional tools to use when launching the product.
Canada, Small, 2013
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