In this case study, Willamette Industries, Inc. explores the potential of environmental marketing. The company conducted research to determine the views of their customer base. Based on this information and a description of the company’s external
environment, students are asked to recommend a marketing strategy.
This case study describes in detail how to conduct a performance review of forest product industries. This case study uses the paper industry for illustration, but the principles and methods presented are such that you will be able to conduct a performance review in any industry.
In this case, the student is a senior partner in Corporate Planning Group (CPG), a strategy-consulting firm. The principals of National Systems, Inc. (the company) have retained CPG to develop a 5-year strategic marketing program to (1) strengthen current markets and (2) develop new markets for the company’s line of...