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Case
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Reference no. 9B09A034
Subject category: Marketing
Authors: Elizabeth MA Grasby (Ivey Business School, Western University); Renee Zatzman (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2009
Version: 2009-11-20
Length: 16 pages
Data source: Field research
Topics: Marketing communication; Market strategy; Market analysis; Market segmentation
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Abstract

The franchise owner of a Marble Slab Creamery (Marble Slab) in Ontario must submit a grand opening proposal to franchise headquarters in Calgary, Alberta, in two weeks'' time. This proposal is to include her chosen target market, the franchise location and decisions made regarding product variety and pricing. The franchise owner also has to decide how best to allocate her $10,000 promotional budget to gain exposure and bring customers into her store.
Location:
Canada
Industry:
Food stores
Size:
Small
Other setting(s):
2008
Teaching note
-
Reference no. 8B09A34
Subject category: Marketing
Authors: Elizabeth MA Grasby (Ivey Business School, Western University); Renee Zatzman (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2009
Version: 2009-12-10
Length: 13 pages
Data source: Field research
View full details

About

Abstract

The franchise owner of a Marble Slab Creamery (Marble Slab) in Ontario must submit a grand opening proposal to franchise headquarters in Calgary, Alberta, in two weeks'' time. This proposal is to include her chosen target market, the franchise location and decisions made regarding product variety and pricing. The franchise owner also has to decide how best to allocate her $10,000 promotional budget to gain exposure and bring customers into her store.

Settings

Location:
Canada
Industry:
Food stores
Size:
Small
Other setting(s):
2008

Related

Teaching note
-
Reference no. 8B09A34
Subject category: Marketing
Authors: Elizabeth MA Grasby (Ivey Business School, Western University); Renee Zatzman (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2009
Version: 2009-12-10
Length: 13 pages
Data source: Field research
View full details