First Class Trading Corporation, a Montreal based business, had two partners: Jeff Morahan, the creator of the organization, and David Sciacca. Jeff had identified an opportunity that entailed marketing a fully stocked school bag to parents and schools after evaluating the school supplies sector. The bag was filled with various items that a child desired as established by a specified teacher's conditions. The strategy of the company was to target elementary and secondary private schools in the greater Montreal area with elementary schools as their initial target.
To date, the associates had generated only an unacceptable degree of sales through cold calls and sales visits to schools. The two partners were speculating if they were on the correct path and had drawn up a strategic plan with placing goals and also a marketing mix. Should they seek additional guidance? Should they move? The specific situation is complicated because of the various stakeholders (school managers, teachers, parents and pupils) who are involved in the marketing procedure.
PUBLICATION DATE: October 13, 2011 PRODUCT #: W11351-PDF-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
Related Case Solutions & Analyses:
Gazi (C): Getting organized
Operation Rollback Water: The National Guard’s Response to the 2009 North Dakota Floods (A)
Felipe Calderon: Leading with Light and Power (C)
Online Portals: Searching and Shaping Opportunities
Turbulent Times in the Euro Zone
The Credit Suisse Christian Values Fund
Valuing Currency Management: TOM vs. U.S. Commerce Bank, Assignment Questions
Barry Fine
China: To Float or Not to Float? (F): Alcatel and Strong Chinese Competition
The Price of Dignity – Labor Rights in Peru, Spanish Version
