This Tutorial contains 2 Papers 1. Describe the personal attitudes of the two entrepreneurs and their approach to challenges and opportunities. 2. What resources were critical to getting the company off the ground? 3. Comment on the market research and the level of analysis and planning employed by Barb and Pat. 4. What is your opinion of the company’s sales and distribution strategy? Its production strategy? Can you cite feasible alternatives to these, given Vera Bradley’s resources? 5. What appear to be the critical brand-building factors in this industry? Are the founders focused and executing the right things? 6. Will Vera Bradley’s initial focus on middle-aged and older women lock it out of expansion to a younger demographic market? 7. Describe the network of helpers and stakeholders enlisted by the two founders and how that network helped the company. 8. Is Barb and Pat’s focus on company culture advisable during this early stage of company development and growth? Comment on the sustainability of that culture and if and when the company experiences major growth.
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