NewStar Marine & Scooter: Growing a Family Business
商品編號：9B17A043
出版日期：2017/07/31
再版日期：2017/07/26
商品來源：Ivey
商品主題：Entrepreneurship; Marketing
商品類型：Case (Field)
涵蓋議題：family business;dealership;product diversity
難易度：4 - Undergraduate/MBA
內容長度：16 頁
地域：Canada
產業：Arts; Entertainment; Sports and Recreation;
事件年度：2017
NewStar Marine & Scooter Inc. was a small family-owned retail operation in Eastern Passage, Nova Scotia. It offered a diverse range of products, from boats and motors to scooters and trailers, all under one roof. For a small family business, it was very successful. Sales grew from $198,000 in the first year to over $600,000 by year three, despite little marketing, few part-time staff, and an unconventional operational strategy. By February 2017, this significant growth coupled with the owner's lack of planning had created a series of problems, including unhappy employees, facility limitations, and brand confusion. To continue its remarkable growth, the owner needed to rethink the business operational and marketing strategies.
教學手冊：8B17A043;
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