Business Case Studies & Business Publications

Ohio Art and the Internet

Parry, Mark E., Ma...

Case

Ohio Art and the Internet

Parry, Mark E.; Martin, M. L.

M-0621 | Published November 19, 2000 | 17 pages Case

Collection: Darden School of Business

Add To Cart Buy Now

Product Details

Product Overview
Learning Objectives

In August 1999, Larry Killgallon, president of Ohio Art, sat in his Bryan, Ohio, office and reviewed his marketing plan for the coming Christmas season. For years, Ohio Art had sold its line of educational and activity toys through brick-and-mortar retailers such as Toys 'R' Us and Wal-Mart. The Internet presented new opportunities for Ohio Art: 11 on-line retailers planned to carry the company's products in 1999. Killgallon wondered what kind of sales volume he might expect from these e-retailers. He also wondered what implications the growth of e-retailing had for Ohio Art's own on-line store and the company's other Web pages.