Your Home is a Good Place, Inc.
商品編號：9B09A025
出版日期：2009/10/09
再版日期：
商品來源：Ivey
商品主題：Entrepreneurship; General Management/Strategy; Marketing; Operations Management
商品類型：Case (Field)
涵蓋議題：Market Strategy;Human Resources Management;Strategy and Resources;Management Science and Info. Systems;Strategic Alliances;New Product Development;Target Segment;Brand Positioning;Distribution Channels;Segmentation
難易度：4 - Undergraduate/MBA
內容長度：8 頁
地域：United States
產業：Miscellaneous Manufacturing Industries; Special Trade Contractors; Miscellaneous Services
事件年度：2008
Your Home is a Good Place, Inc. was a unique business. It brought together homeowners, contractors and other service suppliers in a "one-stop shopping" environment that emphasized convenience as a marketing strategy. Your Home is a Good Place, Inc. (YHGP) needed to know more about the demand in the area and to decide how to attract both suppliers of services and customers as well as promote the business and build a brand identity. The owner has decided to hire a consultant to: 1) identify target market demographics in Michiana developed from the census data provided 2) provide a general description of potential competitors for YHGP 3) develop a marketing plan focused on bringing in clients as well as contractors and facilitators as partners. Discussion of building a brand identity for a new business will be a consideration here. This case will fit with upper-level marketing strategy or entrepreneurship courses, a management capstone course or within an MBA-level marketing course. The objectives for this case are for the students to learn SWOT analysis, to apply the data to complete a marketing plan, and to advise a difficult client. It is best suited for team applications although individuals can complete the exercises. Additionally, students should consider the implications of, and how to deal with, a client who is in need of advice but is reluctant to accept ideas that are not his own.
教學手冊：8B09A25
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