Posana Integrative Wellness: A Start-Up Business
(7 pages of text)
In September 2016, the owner of Posana Integrative Wellness, a new start-up business in Calgary, Alberta, had to plan her marketing strategy for expansion. She was planning to transform her part-time consulting services into a full-time integrated health and wellness centre. Her target market was health-conscious consumers who were open to pursuing a natural and holistic lifestyle—primarily women aged 35–65 with disposable income. She wanted to find new and innovative marketing ideas. She also needed a detailed marketing plan for her brick-and-mortar expansion in time for the planned September 2017 opening.
This case is appropriate for both upper-level undergraduate and entry-level graduate programs. It is best positioned in the marketing section of an entrepreneurship or marketing course. The case gives students an opportunity to do the following:
- Understand the importance of performing a thorough assessment of the market and competitive positioning before evaluating marketing alternatives and making decisions.
- Identify the major decisions a company needs to make in relation to the 4Ps of the marketing mix: product, price, place (distribution), and promotion.
- Develop a promotional plan and integrated marketing communications strategy linked to target behaviours and needs.
- Practice planning marketing activities and setting marketing controls.
Canada, Small, 2016-2017
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