Ivey Publishing
Santé Au Naturel: Healthy to the Core
Product Number:
9B17A069
Publication Date:
12/21/2017
Revised Date:
12/21/2017
Length:
7 pages (5 pages of text)
Product Type:
Case (Field)
Source:
Ivey
Santé Au Naturel was a natural health boutique in Montreal’s downtown core. The company was off to a strong start in a growing market, but as its best-selling products became more mainstream, large retailers were entering the market, stealing customers, and driving down margins. In early 2017, Santé Au Naturel's owner reflected on further differentiation of her offering and targeted marketing; she wanted to improve her marketing mix to grow sales and protect margins.
Learning Objective:
This case is appropriate for use in an introductory marketing class at the undergraduate level. It focuses on differentiation, segmentation, and the marketing mix. The case has three key learning objectives:
  • To better appreciate the marketing challenges facing entrepreneurs and small business owners.
  • To better understand the relationship between segmentation, targeting, differentiation, and the marketing mix.
  • To create a relevant differentiation strategy in a challenging marketplace.
Issues:
Disciplines:
Marketing,  Entrepreneurship
Industries:
Health Care Services
Setting:
Canada, Small, 2017
Intended Audience:
Introductory
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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