Product details

The process of a small business establishment is examined in a step by step approach. Initially the entrepreneurial focus is considered and the case lead the reader to examine entrepreneurial traits. Some facts relating to the owner''s personal situation are given. As opportunities appear they also are presented for decision making purposes and these lead into marketing issues such as customer identification, environmental influences and the marketing mix variables. As the case concludes it establishes a focus on the future direction of the firm, bearing in mind a record of sales twenty three per cent above target for the first year. There are four assignment stages, each of which is free standing: the start up decision; preparation of a business plan; marketing planning; and planning for growth. The learning experience of this case is broad and it has been developed specifically to suit a wide range of readers from academic and non-academic backgrounds.