This is a comprehensive case suited for an introductory undergraduate course on marketing management. After completion of this case, students will be able to ·understand a changing external environment and how a business can respond using the available internal resources; ·analyze various promotional strategies and how they will resonate with different customer segment groups; ·apply quantitative marketing tools including profit potential, break-even analysis, margins, and weighted average unit contribution; and ·use the cumulative analysis to create and support a comprehensive marketing plan.

marketing management; promotional strategies; customer analysis; quantitative analysis; profit potential; break-even analysis; comprehensive marketing plan; digital promotion

Intro/Undergraduate

Retail Trade
Canada
Small