Ren–Er Co: how to be successful with marketing plan

Abstract

Subject area

Marketing.

Study level/applicability

The case study is intended for undergraduate students pursuing grades in business, management, environmental, and sustainability areas. It can be used in marketing, entrepreneurship, market research and sales management courses.

Case overview

This case deals with the events surrounding the sales patterns and the marketing practices at a firm that commercializes clean energy equipment, specifically, solar water boilers. Ren-Er Co was founded by Mr Vega and Mr Flores two year ago in a mid-sized city close to Mexico City. At first everything seemed to be going well but as time went by, sales were not reaching the stated objective. In a meeting called by Mr Vega to address this issue many ideas were delivered. Above all, Mr Vega had to collect all relevant information to design a feasible marketing plan that allows the firm to revamp its precarious competitive position. He needed to convince Mr Flores, his partner, to continue operations instead of getting out of the market.

Expected learning outcomes

These include: enhanced ability to perform marketing analysis; development of alternative approaches to selling and marketing problems; development of effective marketing campaigns.

Supplementary materials

Teaching notes are available; contact your librarian for access.

Citation

Reyes-Mercado, P. and Rajagopal (2012), "Ren–Er Co: how to be successful with marketing plan", , Vol. 2 No. 8. https://doi.org/10.1108/20450621211291833