Magellan Boatworks is a midsize manufacturer of customized, power "cruising yachts." In the face of economic and political uncertainty in late 2016, Magellan's VP of sales and marketing, Walt Robinson, wonders whether he should request a budget increase for 2017. Important questions abound. Can Robinson's team increase sales even with a lower budget? Should the company reallocate its advertising and promotion budget? Should Robinson consider changing Magellan's marketing message and narrowing its target market? Why are Magellan's two best salespeople so significantly outperforming their colleagues? This case can be used in an introductory or executive course that covers integrated marketing communications (IMC), including sales. It is also suitable for elective courses in advertising strategy and sales force management. The case's focus on a luxury item that symbolizes success for many individuals should generate lively discussion.

【書誌情報】

ページ数：9ページ

サイズ：A4

商品番号：HBSP-917547

発行日：2017/6/16

登録日：2017/8/17