Marketing for Beginners: A Case Study in Retail
This item is included in the following series/curriculum: Marketing: An Introduction
- Grade Level: Senior High (10-12)-Adult
- Subjects: Marketing and Advertising
- Produced By: VEA Group Pty Ltd
- Year: 2001
- Country: Australia
- Language: English
- Running Time: 23m
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Small businesses often focus on a very specific market niche. It helps them stand out in the crowded streetscape of shops. This case study compares the retail operations of two shops run by two brothers in two very different locations using a common product base - textiles imported from Guatemala. Do things that sell well in one location sell in another? What is the marketing mix? An expert in small business management assesses the marketing approach of the company and discusses more effective marketing strategies.