Pauline’s Pierogi Pleasures

Abstract

This case focuses on the marketing plan and marketing issues required to expand a business from a small operation catering only to a handful of stores and restaurants to a regionally recognized food provider. Bob has just received his bank loan but is uncertain as to his next move in terms of expanding the trade area and the appropriate channel to follow in doing so. He has a desire to place his product into grocery stores and restaurants but is working with limited resources. The consumer market within which he is operating contains some major hurdles he will have to address and overcome within his marketing plan as well. Bob is at a decision point and is now looking for that ‘pie in the sky’ voice to tell him what his next strategic marketing move should be.