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Case Study – “Life Style Advertising – The Evolution of Orville’s Home Appliances”
Orville’s Home Appliances has been operating in Western New York since 1965. Orville’s is a family owned and operated business that has grown from a small single store operation to the largest independent major home appliance dealer in Western New York State.
Orville’s has successfully evolved over the years by conducting periodic evaluations of their strengths and weaknesses. This is always a difficult process; however, Orville’s market position has improved as a consequence of this type of self-analysis. Prior to their present advertising and promotion strategy, Orville’s Home Appliances had identified their strengths and weaknesses as follows:
Strengths:
Weaknesses:
After Orville’s self-analysis, they employed the services of The Martin Group, a marketing communications consulting group, who conducted a brand research and marketing evolution study for Orville’s Home Appliances.
Video Case Study Questions:
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