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A case study is a diminutive account of a factual business situation. Examining case studies allows you to apply course concepts to an actual situation. Typically, there are no "precise or erroneous" answers. Instead, it is an opportunity to validate your understanding and ability to apply course concepts to real events.
Big Skinny CEO Kiril Alexandrov is an expert at selling his company's product - ultrathin wallets - using in-person interactions and conventional media. However, his online marketing strategy is ad hoc. Your assignment is to evaluate Big Skinny's online marketing strategy and establish Kiril's priorities for future online expansion.
In a Microsoft Word document, write a paper in which you assess how effectively the various digital marketing methods discussed in the case promote sales of wallets, against the backdrop of differences between online marketing and conventional advertising. You should also evaluate Big Skinny's online marketing strategy and establish Kiril's priorities for future online expansion. Following are questions you should consider in your paper:
1. What should Kiril focus on next? What should his lowest priority? Why?
2. How effectively is Big Skinny using social media to sell its wallets?
3. Should Big Skinny expand its partnerships with online distributors?
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