Summary:

Flourish and Grow was a sole proprietorship based in London, Ontario. Founded by Mikaila Stevens in 2019, Flourish and Grow sold one-of-a-kind art pieces that represented her culture and values. Some of the products included contemporary-style beadwork, screen-printed apparel, and fine art inspired by nature. Stevens hoped that one day Flourish and Grow could become her full-time employment, but she needed to make strategic decisions to market Flourish and Grow to the right audience while balancing limited time, resources and production capacity. Stevens' decisions include choosing whether to focus on online sales or pop‑up markets, deciding how much of her limited budget to invest in Instagram and Meta advertising, and adjusting prices to reflect the labour and uniqueness of her work. Flourish and Grow is a comprehensive case designed for the marketing management unit, testing students on their internal analysis (corporate capabilities), external analysis (PEST, consumer analysis, competitive analysis), and 4P marketing plan (product, place, price, promotion). This case is a good fit for students in an introduction to marketing management course.

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