Academic journal article Journal of the International Academy for Case Studies

Kallevig's Nursery

Academic journal article Journal of the International Academy for Case Studies

Kallevig's Nursery

Article excerpt

CASE DESCRIPTION

This case can be used to illustrate concepts of operating a small business faced with multiple issues. Considerations include the evaluation of competition, development of appropriate business lines, selection of target markets, and appropriate marketing strategies. The case has a difficulty level of three to four, and is designed to be taught in two class hours. Depending on the depth of detail the instructor intends to pursue, preparation time for the students will take from one to three hours.

CASE SYNOPSIS

John Kallevig owns and manages a nursery and landscaping business in the southern United States. He has been in the business for most of his adult life and has managed to build a successful business over that time. The past few years, however, have proven to be some of the more difficult years of his career. Business has slowed and John is now trying to determine how to pull out of this slump. John must look at re-energizing his current sales, developing new sources of income, and determining the future direction of the business.

INSTRUCTORS' NOTES

Recommendations for Teaching Approaches

The case is designed to be used in undergraduate business courses to help students understand the complexities of operating a small business in a retail environment; the need to think creatively when developing new marketing efforts and potential sources of revenue; and the consideration of an organization's viability when there are no clear heirs to the small business. …

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