2-3. Strategy Rollerblade Case

2-3. Strategy Rollerblade Case - Stephanie Schaeberle...

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Stephanie Schaeberle 09/15/2010 MKTG 2201 Rollerblade Case Assignment In the beginning, all that existed was 16 employees, a woman named Mary Horwath, and a goal. The goal was to dominate the growing market for in-line skates that was predicted to reach about $1 Billion by the end of the 1990’s. Horwath was given a budget of $200,000 to reach this goal. The initial challenge for the company was product introduction. No one had ever seen a product like the in- line skates developed in the 1980’s. The first problem was getting people to begin to understand and recognize the product. Guerrilla Marketing tactics was the most simplistic way to do this. Celebrities and high profilers were first on the list and this began the stream of media appearances by the product. This strategic planning continued on with sweepstake give-aways and design changes to increase the products association with the company’s mission of “fun.” Media wasn’t the only way to grab attention, the Rollerblade team was actually a
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This note was uploaded on 10/19/2010 for the course MATH 111 taught by Professor Hasler during the Spring '08 term at William & Mary.

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2-3. Strategy Rollerblade Case - Stephanie Schaeberle...

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