Blue Turtle Clothing Company (BTC) is a newly established business in London, Ontario. The company showed poor financial performance in the previous season. Therefore, the owner has decided to redesign the marketing strategies of the company to boost up its sales performance in the next season. This paper presents analysis of the case using different tools and techniques; including situational analysis, market analysis, segmentation analysis, competition analysis, and financial analysis; case keys (key success factors, key contingencies, and analysis of alternative solutions); recommendations, and action plan for the short run.

The paper starts with the problem statement and discusses the situational analysis for the company in detail. The analysis includes individual goals and objectives of the owners and the company, background and forecast for the company, SWOT analysis (internal and external environment), market analysis (including business environment, current and past strategies, marketing mix, segmentation analysis, competitive environment, and financial analysis....
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