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Assignment 3- Blue Turtle Company Marketing Case BLUE TURTLE CLOTHING COMPANY Apr 21, 2019 Lindsay Brock prepared this case under the supervision of Elisabeth MA Granby Bally to provide material for class die The authors do not intend to strate the effective or ineffective handing of a managenal dieguised certain names and other identifying information to protect confidential Ney Management Services prohibits any form of reproduction, storage or transmittel without its w on permission Reproduction of reproduce material contact ey Publishing. Ivey Management Services Rocher Ivey School of Business. The University of Western Ontario, London, Ontario, Canada, NSA3K7phone (519) 661-3200 fax (519) 661-3882 e-mail co vey .ca Capo 2000 y Manager Services Vers 2009-09-15 In August 2004, Carlie Melcher was faced with a difficult decision regarding her seasonal clothing store The Blue Turtle Clothing Company (BTC) was completing its second summer of operations in Sauble Beach, Ontario Melchor was diurnointed with last year's financial performance (see Exhibit I). given her significant time commitment. Melcher wondered whether BTC should expand its marketing strategy to improve company performance only in the course Marketing 2 at ConadoreColegaught by Nick Cottom Jan 07.2019 CARLIE MELCHER Education Melcher's formal education included her completion in 2000 of a three-year business administration and marketing program at Conestoga College in Kitchener-Waterloo. Upon graduation, she worked for a small advertising promotion form in London, Ontario for approximately one year. She then accepted a position in the marketing department of an automotive parts company, also located in London, Ontario, but was laid off one year later. Melcher had not enjoyed either job. She was bored and thought her skills were being underutilized. As an alternative, Melcher began to seriously consider entrepreneurship in the summer of 2002 for Training Authod Melcher attended the WIL Employment Connections entrepreneurial program for women, a six-week entrepreneur training program that covered topics such as marketing techniques, competitive advantage gcncral business rules and procedures, action, and financial statements. This program, designed to help women explore the feasibility of their idea and to help them determine whether entrepreneurship was a good career choice, had been in operation since 1996 and was run in partnership with the Small Business Centre. Assignment 3- Blue Turtle Company Marketing Case BLUE TURTLE CLOTHING COMPANY Apr 21, 2019 Lindsay Brock prepared this case under the supervision of Elisabeth MA Granby Bally to provide material for class die The authors do not intend to strate the effective or ineffective handing of a managenal dieguised certain names and other identifying information to protect confidential Ney Management Services prohibits any form of reproduction, storage or transmittel without its w on permission Reproduction of reproduce material contact ey Publishing. Ivey Management Services Rocher Ivey School of Business. The University of Western Ontario, London, Ontario, Canada, NSA3K7phone (519) 661-3200 fax (519) 661-3882 e-mail co vey .ca Capo 2000 y Manager Services Vers 2009-09-15 In August 2004, Carlie Melcher was faced with a difficult decision regarding her seasonal clothing store The Blue Turtle Clothing Company (BTC) was completing its second summer of operations in Sauble Beach, Ontario Melchor was diurnointed with last year's financial performance (see Exhibit I). given her significant time commitment. Melcher wondered whether BTC should expand its marketing strategy to improve company performance only in the course Marketing 2 at ConadoreColegaught by Nick Cottom Jan 07.2019 CARLIE MELCHER Education Melcher's formal education included her completion in 2000 of a three-year business administration and marketing program at Conestoga College in Kitchener-Waterloo. Upon graduation, she worked for a small advertising promotion form in London, Ontario for approximately one year. She then accepted a position in the marketing department of an automotive parts company, also located in London, Ontario, but was laid off one year later. Melcher had not enjoyed either job. She was bored and thought her skills were being underutilized. As an alternative, Melcher began to seriously consider entrepreneurship in the summer of 2002 for Training Authod Melcher attended the WIL Employment Connections entrepreneurial program for women, a six-week entrepreneur training program that covered topics such as marketing techniques, competitive advantage gcncral business rules and procedures, action, and financial statements. This program, designed to help women explore the feasibility of their idea and to help them determine whether entrepreneurship was a good career choice, had been in operation since 1996 and was run in partnership with the Small Business Centre