Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 1

Cash-strapped start-up companies generally do not spend a great deal of time and money on planning. Founders are so busy with the rudiments of business-finding customers and creating, manufacturing, and delivering the product-that they may even forget important things, like invoicing. Eric Lowry reinforces this notion in the opening of the second method video segment. Nonetheless, strategic planning is an important part of successful marketing. Listen closely to the segment, which introduces method's CEO, Alastair Dorward, and gauge for yourself how much planning you think this innovative start-up did before launching its brand.
Explain the elements that make up method's competitive advantage. Is it sustainable?