Kookie Kutter Bakery: Crunch Time
(7 pages of text)
In January 2017, the owner of Kookie Kutter Bakery in Sackville, New Brunswick, Canada, needed to make some challenging decisions about the future of his bakery. He enlisted a small marketing firm to help him determine the marketing options available to him, including introducing new cookie flavours, and reaching out to new markets. Because of the bakery’s precarious financial situation, the owner needed to decide how to move forward to ensure that his bakery would succeed in the long run. What should the bakery owner do to keep Kookie Kutter Bakery alive?
The case can be used at the undergraduate level in an introductory marketing course. After working through the case, students will be able to
- develop a low-cost marketing strategy that will allow a small enterprise to survive and eventually grow; and
- navigate the different areas of strategic marketing, including differentiation, positioning, and pricing.
Accommodation & Food Services
Canada, Small, 2017
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