(Solution Download) 1 Dogswell s marketing plans were ambitious but were not worki


1. Dogswell?s marketing plans were ambitious, but were not working. What is their primary problem?
2. Would money from the new investors solve the problem? What other options do they have?

Some small businesses gain instant fans, often because their products or services strike a nerve to customers or generate buzz. But getting those customers to become loyal fanatics can be a challenge. Marco Giannini?s natural dog treat company, Dogswell, had seen annual sales of items such as Happy Hips and Mellow Mut grow from zero to $17 million in five years. With that kind of loyalty, he wanted to take Dogswell into the much bigger market for natural pet food.

 







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