Mulholland

Case Solution for The Kinkajou Bottle Cutter

Complete Case details are given below :

Case Name : The Kinkajou Bottle Cutter

Authors : Ron Mulholland

Source : Ivey Publishing

Case ID : W13484

Discipline : Entrepreneurship

Case Length : 10 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

The inventor of the Kinkajou, a portable glass bottle cutter, has successfully completed a crowd-sourced financing campaign. His funding goal of $75,000 was considered to be quite ambitious and the timeframe in which he aimed to secure the funding was only 30 days. He managed the campaign impressively and exceeded his goal on the last day of the campaign. At this point in his business development, this entrepreneur has secured an offshore manufacturer, all backers have received their products and he has resolved a number of technical and operational problems. With so many challenges behind him, he now faces questions of future distribution through multiple wholesalers and is considering the opportunity of joining with a major international retailer.

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Case Solution for Canadian Blood Services

Complete Case details are given below :

Case Name : Canadian Blood Services

Authors : Ron Mulholland

Source : Ivey Publishing

Case ID : W11531

Discipline : Marketing

Case Length : 13 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

The marketing manager for Canadian Blood Services (CBS) is concerned about a growing demand for blood – 2 per cent per year – driven by a number of factors, including the decrease of wait times in local hospitals, new operating procedures and increased use or requirements of an aging population. Peak demand seasons coincide with low supply seasons, such as summer and winter holidays. Two issues require attention: the first involves increasing the absolute number of donors, currently in the 400,000 range. Indications are that the percentage of Canadians (four per cent) who donate blood is lower than other countries such as Sweden (five per cent). The second need is to retain more donors and increase the number of donations per donor, per year. The CBS still faces issues stemming from the tainted blood scandal of the 1980s and the subsequent Krever inquiry. They are working to rebuild the trust of the public. The crux of the issue is understanding consumer behaviour toward blood donation. The manager needs to understand the consumer decision process, examine segments, determine a target segment and develop communications to increase both the absolute number of donors and the repeat donations of identified donors.

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Case Solution for Royal Bhutan Airlines – Drukair

Complete Case details are given below :

Case Name : Royal Bhutan Airlines – Drukair

Authors : Ron Mulholland

Source : Ivey Publishing

Case ID : W12124

Discipline : Marketing

Case Length : 14 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

The chief executive officer of Royal Bhutan Airlines (Drukair) is concerned about growth and the seasonality of demand for Bhutan’s national airline. The Kingdom of Bhutan, with a population of approximately 700,000, is located east of Nepal between India and China (Tibet). It has recently embarked on a program of modernization, including a move to democracy and promotion of tourism. The tourism initiative is described as “high value, low volume,” meaning that tourists must contract with a local tourist operator and pay minimum daily tariffs. Drukair has witnessed a steady growth in passengers, which is correlated closely with tourist visits, mostly from the West and Japan. Tourist tickets are booked by in-country tour operators; there are no Internet bookings at the time of the case.The CEO is wondering what can be done to improve overall business. He is considering interlining, the practice of joining with other airlines, in order to give passengers the opportunity to book tickets from their home countries. Marketing for growth is also a concern, and as Drukair is the only carrier in Bhutan, the CEO wonders if he should be promoting tourism in the country as part of his marketing plan.

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Case Solution for Mistura Beauty Solutions

Complete Case details are given below :

Case Name : Mistura Beauty Solutions

Authors : Ron Mulholland, Anthony Davis, Amanda Goupil, Christine Harvey, Kyle Marcus

Source : Ivey Publishing

Case ID : W12373

Discipline : Marketing

Case Length : 11 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

A four-year-old cosmetics company is experiencing the typical difficulties of a company evolving from a mom-and-pop operation to a scalable, systems-driven organization. The CEO and founder recognized a problem and opportunity with foundation makeup. She developed a self-adjusting, hard-powder makeup for use on any skin tone. Following an appearance on a reality TV show for entrepreneurs and numerous other promotional measures, the company’s sale grew to nearly $800,000. The recent acquisition of chain store clients requires the company to raise capital to finance the required inventory. Additionally, the company has consolidated its operations into a 4,000 square foot facility to improve logistics, quality control and management efficiency. Ambitious sales projections include a doubling of sales for the next two years. To support this projected growth, the CEO must ensure the appropriate systems are in place. She also needs to finance a marketing program to drive growth.

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