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Case
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Reference no. 811-011-1
Subject category: Entrepreneurship
Authors: Armand Smits (Maastricht University); Wynand Bodewes (Maastricht University, Post Graduate Education & Maastricht Centre for Entrepreneurship)
Published in: 2011
Notes: This item is part of a free case collection. For terms & conditions go to www.thecasecentre.org/freecaseterms

Abstract

This case describes the start-up of SENZ Umbrellas, a Dutch venture founded by three graduates of Delft University of Technology (the Netherlands) who aimed to introduce an asymmetrical, storm-proof umbrella onto a mass-market where product innovation was limited. It demonstrates the marketing challenges start-ups face in bringing an innovative consumer product to market. In particular, the case focuses on how to promote a new consumer product and create brand awareness when resources are limited. This case can be used both in entrepreneurship courses to illustrate marketing issues common to the 'start-up' stage, and in strategic marketing programmes. This case is part of the E-FORCE free case collection (visit www.thecasecentre.org/eforcefreecases for more information on the collection).
Location:
Industry:
Size:
Small (new venture)
Other setting(s):
March 2004 to January 2006

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Abstract

This case describes the start-up of SENZ Umbrellas, a Dutch venture founded by three graduates of Delft University of Technology (the Netherlands) who aimed to introduce an asymmetrical, storm-proof umbrella onto a mass-market where product innovation was limited. It demonstrates the marketing challenges start-ups face in bringing an innovative consumer product to market. In particular, the case focuses on how to promote a new consumer product and create brand awareness when resources are limited. This case can be used both in entrepreneurship courses to illustrate marketing issues common to the 'start-up' stage, and in strategic marketing programmes. This case is part of the E-FORCE free case collection (visit www.thecasecentre.org/eforcefreecases for more information on the collection).

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Location:
Industry:
Size:
Small (new venture)
Other setting(s):
March 2004 to January 2006

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