Discussion 1: Group Discussion—Marketing of a Small Business

Effective marketing is one of the most important steps in the sustainability of a small business. You can develop a revolutionary new product at an affordable price, but if no one ever hears of it, you will not succeed. With the encroachment of media in all aspects of society, it can be difficult to know how to get the right message to the right people in the right medium in a way that is both informative and compelling.

For this Discussion, you will read a case study entitled “Bleu Ribbon Chocolates: How Can Small Businesses Adapt to a Changing Environment?”

In the scenario presented, a small candy business is beginning to lose market share and, therefore, is trying to determine how to remain competitive.

By Day 1 of this week, your Instructor will divide the class into small groups. Each group will be assigned to discuss one of the questions at the end of the case study. In addition, you will perform additional outside research as needed to produce a scholarly response.

By Day 4

Post a 1- to 2-page cohesive response to the question posed.

By Day 6

Respond to two or more of the other groups’ postings in one or more of the following ways:

• Ask a probing question, substantiated with additional background information, evidence, or research.
• Share an insight from having read your colleagues’ postings, synthesizing the information to provide new perspectives.
• Offer and support an alternative perspective using readings from the classroom or from your own research in the Walden Library.
• Validate an idea with your own experience and additional research.
• Make a suggestion based on additional evidence drawn from readings or after synthesizing multiple postings.
• Expand on your colleagues’ postings by providing additional insights or contrasting perspectives based on readings and evidence.

Return to this Discussion in a few days to read the responses to your initial posting. Note what you learned and/or any insights you gained as a result of your colleagues’ comments.