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Case

Reference no. 9-717-S12

Spanish language

Subject category: Strategy and General Management

Authors: Greg Keller (Harvard Business School); Anita McGahan (Harvard Business School); Dale O Coxe (Harvard Business School); Israel Ganot (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1995

Version: 24 July 1997

Length: 19 pages

Data source: Field research

Topics: Financial strategy; Entrepreneurship; Direct marketing; Competition; Strategy formulation; Industry structure

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Abstract

This is a Spanish version. Describes the challenges confronting a recent HBS graduate who has started a direct-mail toy company. The entrepreneur must evaluate industry conditions in both toys and direct mail, and determine whether he has developed a viable business concept. Presents detailed financial projections associated with each of three major repositioning options.

Location:

United States

Industry:

Toys

Size:

USD50,000 revenues

Other setting(s):

1995