This case concerns an entrepreneurial start-up firm that is dealing with strategic management and marketing issues. The overall objective is to provide students with the opportunity to apply their research skills and knowledge regarding a highly competitive industry to develop strategic marketing strategies. The case is oriented towards upper-level undergraduate or MBA marketing students and can be taught within a one to two-hour class with several hours of outside student preparation. Although the case is most applicable to students in non-English speaking countries, the general concept can be used in any marketing class setting.
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