Blacbiblio: Hold Steady or Change Course?
商品編號：9B20M050
出版日期：2020/03/30
再版日期：2020/03/30
商品來源：Ivey
商品主題：Entrepreneurship; General Management/Strategy
商品類型：Case (Field)
涵蓋議題：strategy;strategic marketing;entrepreneurship
難易度：3 - Undergraduate
內容長度：7 頁
地域：Canada
產業：Educational Services;
事件年度：2019
Blacbiblio.com, Inc., an educational materials start-up in Montreal, Canada, launched its first and only product, the ABCs of Canadian Black History Kit, in 2016. The product received strong positive reviews at the time of its launch, but its initial price of CA$2,500 per kit left it out of reach for most of its intended customers. The company founder, a historian and educational content creator, shifted to a flexible pricing strategy, offering the kits for as little as $400–$1,500 each, depending on the status of the buyer. By late 2018, she had sold fewer than 40 kits and held an excess inventory of over 100 unsold kits. Now she needed to decide whether and how to adapt her current approach to become successful in the current market. Should she consider other potential markets instead? Should she perhaps rethink the product design itself?
教學手冊：8B20M050;
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