Beyond the Bean

Name: Beyond the Bean (English version)
SKU: 9B13A006

Elizabeth M.A. Grasby; David House

Product #:9B13A006

Supplier:Ivey

Discipline:Entrepreneurship, Marketing

Setting:Canada, 2012

Details:Case (PDF) • 13 pages • 2013-04-03 (Rev: 2013-03-18)

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In 2012, a young entrepreneur is preparing the marketing portion of a business plan to launch a board games café, and he needs to complete the plan within a week so that he can review it with his business partner. The marketing plan must include a recommendation for a target market and detail plans for promotion, pricing and product offering. The partners have budgeted $6,000 for promotion to gain exposure and bring customers into the café.

Learning Objectives

This case was written for the marketing component of an introductory course. It can be taught in an 80-minute class or two 50-minute classes and would be best placed near the middle of a marketing module. Students have the opportunity to create a marketing plan based on their analysis of the information presented in the case. This will require an analysis of the proposed venture’s corporate capabilities and of the industry; it also requires an understanding of the relevant customer market segments. Students with a strong analysis will focus on insights and implications rather than simply on the facts of the case. Students can then practise using their analyses to support their pricing, promotion and product recommendations. Students will also be required to evaluate the financial feasibility of their proposed marketing plan. Although the case does not require students to provide placement recommendations, it is still sufficiently complex to be used as a testing vehicle.

Beyond the Bean

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Learning Objectives