Solved Case Analysis: Ohio Art by Mark E. Parry


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In March 2000, Larry Killgallon, president of Ohio Art, sat in his Bryan, Ohio, office and reviewed the results of the 1998 and 1999 media plans for Betty Spaghetty, Ohio Art’s first entry into the small doll category. Betty Spaghetty’s name came from its “totally wild ‘spaghettilike’ hair strands,” which could be braided and styled with beads and other accessories. Betty Spaghetty also featured mix-and-match parts. In 2000 Larry hoped to see a 25% increase in Betty Spaghetty sales over 1999. As he examined the 1999 sales figures for the Betty Spaghetty product line, he wondered what changes he should make, if any, in the media plan for the coming spring season.

Publishing Authority:

Darden Business Publishing – University of Virginia


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