SECTION B - CASE ANALYSIS

1. In two short sentences or less, state the main issue (problem) confronting Liftright [10 points]

Please be sure to identify the problem NOT symptoms.

2. Identify one major marketing framework or concept and demonstrate its relevance for Liftright [10 points]

3. Conduct a SWOT analysis and present a summary environmental conditions (micro and macro) that define the industry as presented in the case. [20 points].

4. Briefly outline the decision criteria that has emerged from your analysis of the environment and suggest their relevance for assessing the alternatives to be considered [10 points].

6. What should Liftright do? Please be sure to use facts and figures in the case to justify your recommendation. [10 points].

7) Outline an action plan (considering at least a target market and 4Ps) for Boyd to pursue your recommended path [20 points; 2 pages]

as an Ivey chat am halimail - Mare talaal TM plain aaa aaa la athaalaa lalarval in le', 40 , 13 late huatlan, 13 nilalara AIM atteries - BARATE LIFTRIGHT LIMITED Malar trai , he is tales and buying groups Independence for the perche When Phil Caplan right in late 1996, he took the Major Department Store , tlet , what a , Maa lal in 15.000 when to right, but pleapplied that one is 1997 "Ham aah Thai tamil - taringal hor atails , MI Cale, attinat, at pain the lattery prachariammiyadar io para BACKGROUND Light after a wity of ging for residentiale we te a ahala Amals TN thalam reatential at her a pa lla alame Wheeltem, a new way for carrying care and we handies, have been found of years. The produit changed lite from to ya has tas, , k ingai taram pata nariety, When we rode locally. However, in the way 1970 nil po chain began willing wheelbarrows for residential By 19, Ligwa as a chala pries of so, that Mr. Rydbede of the color and wide sale ale tanay 10, HAMAAN HA TO MAALAI Ale pak of the buying for how 1992, Caplan a - uya i utaita Or ' 10 TM 10 nies that are 10, 24, 10 = 10 tala ala , Cpiar sale is pale lia, pople were w price list the price and showed 10 perceprice will be resowe Ar the lagaigalar 19, Carla laal email pris les, are a 10 at lear taste pantea la aa adar sinia. On has 11, 1 Ligh per received a copy of the price is fringed come and fed it to head office. All the town of live, Boyd hauled out his cow book, which showed that he's tal code 575 for the ded whenow that Caples was ergo 81. The 55com was loaded ma Eel, it unartheat and HD inter to the antatar ta. thers partiated at Capilai pillai tty las - 19 T , lang. tanat that far at, anuary 190, Cpia malai : - thria No param releasaram andard stealiar. as an Ivey chat am halimail - Mare talaal TM plain aaa aaa la athaalaa lalarval in le', 40 , 13 late huatlan, 13 nilalara AIM atteries - BARATE LIFTRIGHT LIMITED Malar trai , he is tales and buying groups Independence for the perche When Phil Caplan right in late 1996, he took the Major Department Store , tlet , what a , Maa lal in 15.000 when to right, but pleapplied that one is 1997 "Ham aah Thai tamil - taringal hor atails , MI Cale, attinat, at pain the lattery prachariammiyadar io para BACKGROUND Light after a wity of ging for residentiale we te a ahala Amals TN thalam reatential at her a pa lla alame Wheeltem, a new way for carrying care and we handies, have been found of years. The produit changed lite from to ya has tas, , k ingai taram pata nariety, When we rode locally. However, in the way 1970 nil po chain began willing wheelbarrows for residential By 19, Ligwa as a chala pries of so, that Mr. Rydbede of the color and wide sale ale tanay 10, HAMAAN HA TO MAALAI Ale pak of the buying for how 1992, Caplan a - uya i utaita Or ' 10 TM 10 nies that are 10, 24, 10 = 10 tala ala , Cpiar sale is pale lia, pople were w price list the price and showed 10 perceprice will be resowe Ar the lagaigalar 19, Carla laal email pris les, are a 10 at lear taste pantea la aa adar sinia. On has 11, 1 Ligh per received a copy of the price is fringed come and fed it to head office. All the town of live, Boyd hauled out his cow book, which showed that he's tal code 575 for the ded whenow that Caples was ergo 81. The 55com was loaded ma Eel, it unartheat and HD inter to the antatar ta. thers partiated at Capilai pillai tty las - 19 T , lang. tanat that far at, anuary 190, Cpia malai : - thria No param releasaram andard stealiar