Ivey Publishing
NewStar Marine & Scooter: Growing a Family Business
Product Number:
9B17A043
Publication Date:
07/31/2017
Revised Date:
07/26/2017
Length:
16 pages (8 pages of text)
Product Type:
Case (Field)
Source:
Ivey
NewStar Marine & Scooter Inc. was a small family-owned retail operation in Eastern Passage, Nova Scotia. It offered a diverse range of products, from boats and motors to scooters and trailers, all under one roof. For a small family business, it was very successful. Sales grew from $198,000 in the first year to over $600,000 by year three, despite little marketing, few part-time staff, and an unconventional operational strategy. By February 2017, this significant growth coupled with the owner's lack of planning had created a series of problems, including unhappy employees, facility limitations, and brand confusion. To continue its remarkable growth, the owner needed to rethink the business operational and marketing strategies.
Learning Objective:
This case explores several key issues in marketing and entrepreneurship. It can be used in a marketing strategy or entrepreneurship course at the undergraduate, MBA, or executive MBA level. After completing the case, students should be able to
  • develop strategies to handle the growth of a small family business while considering the values of the entrepreneurs nearing retirement;
  • choose product offerings to concurrently satisfy customer needs and maximize profitability;
  • identify a reasonable solution to address capacity challenges associated with a larger volume of inventory; and
  • propose a marketing plan for a small family business with limited resources.
Issues:
Disciplines:
Marketing,  Entrepreneurship
Industries:
Arts, Entertainment, Sports and Recreation
Setting:
Canada, Small, 2017
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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