Polar Challenge was a firm that offered a yearly 320-nautical-mile race to the magnetic North Pole organized by Arctic specialists. It had been successful in the United Kingdom, creating advertising partnerships with the BBC, Sony, Fujitsu and others. Polar Challenge saw the United States market for both racers and sponsors as untapped potential. In 2008, with the centennial of polar quest approaching in 2009, the company determined to offer the race to Americans.
The manager of marketing is given responsibility for establishing a presence in the USA, but he soon finds that U.S. businesses and media outlets do not have the amount of interest he anticipated. In addition, companies globally were cutting back on advertising spending in response to the international economic crisis. This case examines a number of problems focused on expansion into new marketplaces and resource obligations to such endeavours.
Polar Challenge Case Study Solution
PUBLICATION DATE: October 06, 2010 PRODUCT #: 910A21-HCB-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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