Ivey Publishing
David E. White: Executive Direct Line
Product Number:
9B15A017
Publication Date:
04/24/2015
Revised Date:
05/14/2015
Length:
14 pages (7 pages of text)
Product Type:
Case (Field)
Source:
Ivey
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.
Learning Objective:
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.
    Issues:
    Disciplines:
    Marketing
    Industries:
    Retail Trade
    Setting:
    Canada, Small, 2013
    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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