Sport-Fresh Gels: Choosing a Path
The founder and president of Sport-Fresh was in the middle of a four-state road trip to meet his firm’s U.S. distributors and sales representatives. He had just returned from an international trade show in Germany, and was eager to update his agents about the incredible response the company product Sport-Fresh, a disinfecting equipment spray, had received. But he was worried about the time commitment required to follow up on all the leads he had received, and juggle his normal workload at the same time. The president looked at the challenges and opportunities in front of him. He had built a growing brand and he felt as if he was at a crossroads. Sport-Fresh was the only disinfectant spray on the market; all of its other direct competitors were odor masking and perfume sprays. There was potential for growth, if he could find a way.
Collection: Ivey Business School (Canada)
Ref: IVEY-9B14M155-E
Format: PDF
Number of pages: 6
Publication Date: Mar 5, 2015
Language: English
Review date: Mar 5, 2015
What material is included in this case:
Description
The founder and president of Sport-Fresh was in the middle of a four-state road trip to meet his firm’s U.S. distributors and sales representatives. He had just returned from an international trade show in Germany, and was eager to update his agents about the incredible response the company product Sport-Fresh, a disinfecting equipment spray, had received. But he was worried about the time commitment required to follow up on all the leads he had received, and juggle his normal workload at the same time. The president looked at the challenges and opportunities in front of him. He had built a growing brand and he felt as if he was at a crossroads. Sport-Fresh was the only disinfectant spray on the market; all of its other direct competitors were odor masking and perfume sprays. There was potential for growth, if he could find a way.
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Year: 2014
Geographic Setting: United States
Industry Setting: Manufacturing;
Learning Objective
·Channel management in a start-up environment. ·Challenges and growth opportunities of international distribution of a unique product in the global economy. ·How to choose between different strategic options in an attempt to grow. ·How to consider issues such as management’s preferences, budget constraints, organization structure and degree of urgency.
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