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Case Publications
Protocase
Sherry Finney, Doug Lionais, Jacqueline Lalanne
published: 2007 | Case Study | Marketing
Subject
Area: Marketing
Introductory
Business
Key
Issues: Promotional
tools; Business
buyer behavior; Market
segmentation;
Search
engine marketing; Environmental
forces; Positioning
Case
Description: Protocase is a Cape Breton based manufacturing
business involved in the design and production of prototype enclosures. The
company competes primarily within the North American enclosure industry against
several major players. Protocase, however, is unique in its positioning; they
specialize in producing a quality product with a quick turnaround on
manufacture and delivery time. Since 2001, the company has realized annual
average sales growth of 100 percent; but this success has not been without its
challenges. Brand recognition is low, access to capital has been a problem and
marketing efforts have been somewhat haphazard, using a sort of hit-and-miss
approach. The company, though, has a dedicated work force and a market that
seems to have unlimited potential. Currently, Steve Lilly, company president
and founder, wants to double sales in the next six months and marketing staff,
Meijer and Kehoe, are faced with the challenge of determining the appropriate
marketing tactics. They have tried many
approaches in the past. Some were deemed
unsuccessful; others were not tracked, so effectiveness is unknown. Further, Meijer and Kehoe have other
promotional ideas they would like to implement.
Now they need to develop a budget and justify to Lilley how their plan
will help the company achieve its goals.
#
Case Pages: 11
Case
Number: 010091-W
Teaching
Note: Yes
revised Apr 16/07
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