A new 2020 marketing case for colleges and universities worldwide that intersects strategy with the 4Ps, focused on the product. The Mt. Ida Tobacco Company seeks an adjacent product that could leverage its core strengths in the tobacco processing business. Students are walked through the industrial hemp value chain and calculations needed for a Board of Directors level decision on the pilot project.
This case is value-priced for students and available at www.HaightHemp.com, Etsy, or Amazon. Faculty materials include a teaching note, board plan, references, sample assignment questions, excel file with calculations, and an easy to brand PowerPoint deck. All faculty materials are complimentary after credential verification.