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MacKenzie & Marr Guitars
Elizabeth M.A. Grasby; Cole FinnbogasonCase IVEY-9B13A038-EEntrepreneurship, MarketingIn 2013, the chief executive officer of the Canadian guitar manufacturer MacKenzie & Marr Guitars was reviewing all options to increase monthly sales, which were well short of the goal of 100 guitars a month or $1 million in annual revenue. Unlike its competitors in Canada, the company sold its products only online, promising delivery within 10 days and providing a seven-day return guarantee if the customer was not satisfied with the product. The...Starting at €6.75
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Phillips Foods, Inc. - Introducing King Crab to the Trade (Español version)
Frederic Brunel; Deborah UtterCase IVEY-9B09AS004Entrepreneurship, MarketingBy 2006, Phillips Food Inc. had grown into one of the largest seafood businesses in the United States and was the number one U.S. brand for crab meat. The company comprised a restaurant division, a foodservice products division that sold to restaurants, and a retail products division that sold to grocery stores. In August, 2006, Phillips' product manager was responsible for defining the communication strategy decisions required to launch its new ...Starting at €6.75
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Sy.Med Development, Inc.
Randle RaggioCase IVEY-9B09A010-EEntrepreneurship, MarketingIn March of 2001, the president of Sy.Med Development, Inc. (Sy.Med), a small health-care software firm, was concerned about his company's sales performance in the year-to-date. Nine units were projected, but only three had been sold. As a result, Sy.Med was 66 per cent below the president's unit forecast, 210 per cent below his net income forecast, and had lost $40,000. The president wondered whether a change to the base price of the software wa...Starting at €6.75
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PANELpro
Dan T. DunnCase IVEY-9B09A003-EEntrepreneurship, MarketingPANELpro is a startup company and presently a subcontract assembler of control panels. Its president is a former high-tech executive with technological, management and sales experience who wants the company to grow rapidly based on such expertise. He is unsure of the business model to follow (design, assembly, parts distributor or consulting) and how to promote PANELpro. He has some information about potential customers and competition but wants ...Starting at €6.75
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Northwest Mutual Funds
Niraj Dawar; Ken MarkCase IVEY-9B08A003-EEntrepreneurship, MarketingNorthwest Mutual Funds is a boutique mutual funds company that differentiates itself on a high level of customer service. The case describes how the company is considering marketing its funds directly to retail investors. Thus far, the company has marketed its fund only to the financial planners that make up the channel. The case illustrates channel issues, and helps students discuss how products must be differentiated from competitors' products ...Starting at €6.75
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OQOQO: Socially Conscious Fashions
Kyle Murray; Ken Mark; Megan SherrittCase IVEY-9B06A023-EEntrepreneurship, MarketingChip Wilson, founder of lululemon athletica, a Vancouver-based manufacturer, distributor and retailer of high quality yoga apparel, started a new streetwear line of apparel that would combine fashion with social consciousness. The apparel sold at OQOQO was made from natural and organic materials, under safe and fair working conditions, and it was produced in a way to reduce environmental impact. There were some problems regarding the sourcing of ...Starting at €6.75
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Global Healthcare Exchange Canada: Trade Exchange Adoption
Terry H. Deutscher; Dana GruberCase IVEY-9B02A023-EEntrepreneurship, MarketingGlobal Healthcare Exchange Canada is a business-to-business exchange that connects hospitals and their major suppliers through an electronic procurement process. Founded as a subsidiary of its global parent, the exchange has become the leading health-care exchange in the country, but it is still far short of break-even. It must develop a compelling value proposition if it is going to drive adoption among hospitals and suppliers to the target leve...Starting at €6.75
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WGirl, WBoy Calendars (A)
Kenneth G. Hardy; Yany Gregoire; Luke AtkinsCase IVEY-9B02A018-EEntrepreneurship, MarketingA student contemplates creating and selling calendars to fellow students in order to raise funds for charity. He must decide the nature of the calendars, the target audience, the pricing, promotion and distribution of the calendars. The supplement (B) case, product 9B02A019, outlines the promotion and distribution of the calendars, and provides a reaction to the calendar. The supplement (C) case, product 9B04A001 discusses the publishing of the t...Starting at €6.75
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Mainstreet Equity Corp. (A)
Terry H. DeutscherCase IVEY-9B01A014-EEntrepreneurship, MarketingAs a major player in Western Canada's real estate market, Mainstreet Equity Corp. has a unique strategy for success: instead of simply buying and selling properties, Mainstreet also upgrades and manages them, thereby enhancing their value. In particular, Mainstreet concentrates its efforts on the multifamily sector, acquiring apartment buildings and townhouses to rented or sold at a profit under the Mainstreet brand. The company president and chi...Starting at €6.75
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Bonny Doon Vineyards
Amy J. Hillman; Gerry Keim; Kay GlasgowCase IVEY-9B00A018-EEntrepreneurship, MarketingA small, founder-centered business, increasingly facing competitive imitation of their core activities, is at a crossroads. Expansion opportunities for the winery include branching into retail, expanding its offerings of wines made to their specifications in Europe, and expanding their direct sales network of end customers to include non-Bonny Doon wines. In considering these options, the core competencies of Bonny Doon as well as the interests o...Starting at €6.75