Ohio Art Harvard Case Solution & Analysis

In March 2000, Larry Killgallon, President of Ohio Art, sat in his Bryan, Ohio, office and reviewed the results of the 1998 and 1999 media plans for Betty Spaghetty, Ohio Art first entry into the small doll category. Betty Spaghetty name came from its "completely wild» spaghettilike «strands of hair," which can be woven style beads and other accessories. Betty Spaghetty also featured a mix-and-match parts. In 2000, Larry was hoping to see a 25% increase in sales of Betty Spaghetty 1999. As he researched the 1999 product line sales Betty Spaghetty, he asked what changes he should make, if any, in the media plan for the upcoming spring season. "Hide
by Mark Parry Source: Darden School of Business 25 pages. Publication Date: Mar 08, 2000. Prod. #: UV2892-PDF-ENG

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