Business Administration 1220E Study Guide - Direct Selling, The London Free Press

• School: Western University
• Department: Business Administration
• Course: Business Administration 1220E
• Professor: Eric Silverberg

Document Summary

Roger mills, the founder of kiai marketing group, has a marketing challenge to start up his new business. Mills" idea is to sell advertising space on the laminates for the back of ten western students" laptops over the 8 month academic year. He wants to make ,000 in profit over an eight month fiscal period while at the same time establish his company name and brand as a credible ad agency. In order to create a foundation for his company to grow, mills will need to decide where to promote his company, how much to charge his clients, and what market to target. The budget for kiai will be tight because the start up costs will all have to be be cover by mills" personal savings so all marketing and promotion must be efficient and effective. Kiai"s main competitive advantage is the innovative idea behind marketing on the back of students" laptops.