Case Notes/Answers
Case Solutions for BLUE TURTLE CLOTHING COMPANY
by Elizabeth Grasby Lindsay Brock
Discussion Questions:
1. What implications can be drawn from your analysis of the retail clothing industry in
Canada? Is this a good time for BTC to be in business? What does it take to succeed in such
an industry?
2. Assess BTC’s current product mix. Would you make any changes? Why? Perform a
qualitative and quantitative analysis.
3. As Melcher, what method(s) of distribution are most appropriate? Which ones have the
most potential?
, 806B11
Teaching Note
BLUE TURTLE CLOTHING COMPANY
CASE SYNOPSIS
In August 2004, Carlie Melcher, owner and sole proprietor of Blue Turtle Clothing Company
(BTC), had to plan BTC’s future marketing strategy. BTC had not yet generated a profit from the
seasonal store’s operation in Sauble Beach or from annual sales in two London Ontario fitness
clubs. Melcher wanted to decide how to sell her products, whether there should be a change in
the company’s pricing strategy and how to promote the company and its products.
TEACHING OBJECTIVES
This case would be best positioned in the marketing section of an introductory marketing course
for undergraduate students.
The case:
1. Exposes students to major marketing decisions involving product, price, promotion and place
(distribution).
2. Emphasizes the importance of a thorough market analysis and corporate capabilities analysis
before evaluating marketing alternatives and making decisions.
3. Gives students practice calculating contribution and contribution margin rates.
4. Encourages students to develop a promotional strategy around a new method of distribution.
Case Solutions for BLUE TURTLE CLOTHING COMPANY
by Elizabeth Grasby Lindsay Brock
Discussion Questions:
1. What implications can be drawn from your analysis of the retail clothing industry in
Canada? Is this a good time for BTC to be in business? What does it take to succeed in such
an industry?
2. Assess BTC’s current product mix. Would you make any changes? Why? Perform a
qualitative and quantitative analysis.
3. As Melcher, what method(s) of distribution are most appropriate? Which ones have the
most potential?
, 806B11
Teaching Note
BLUE TURTLE CLOTHING COMPANY
CASE SYNOPSIS
In August 2004, Carlie Melcher, owner and sole proprietor of Blue Turtle Clothing Company
(BTC), had to plan BTC’s future marketing strategy. BTC had not yet generated a profit from the
seasonal store’s operation in Sauble Beach or from annual sales in two London Ontario fitness
clubs. Melcher wanted to decide how to sell her products, whether there should be a change in
the company’s pricing strategy and how to promote the company and its products.
TEACHING OBJECTIVES
This case would be best positioned in the marketing section of an introductory marketing course
for undergraduate students.
The case:
1. Exposes students to major marketing decisions involving product, price, promotion and place
(distribution).
2. Emphasizes the importance of a thorough market analysis and corporate capabilities analysis
before evaluating marketing alternatives and making decisions.
3. Gives students practice calculating contribution and contribution margin rates.
4. Encourages students to develop a promotional strategy around a new method of distribution.
