"Everything started last December when Professor Campbell of Schulich Business School introduced us to Mr Théo Ehrhardt, France's exclusive importer of the Carver One in the context of our Marketing Planning class, a class in which we have to produce and to present a professional marketing plan of a new product...

That day, Mr Ehrhardt discussed not only the technical features of this vehicle but also showed us a few short videos of it in action, enabling us to see the full extent of its amazing performances. To end this two-hour session, he explained that he was still looking for further information on the market and in particular that he was interested in getting a deeper insight into his competitive environment. He told us that he valued our support and asked us to work closely with him. We immediately felt very excited by this prospect and are pleased to be working on such an innovative product.

To be efficient, we began by splitting the entire task into four groups -each in charge of a specific task:

-The segmentation of potential customers

-Analysis of competitors

-Market overview

-Customer profile

We are now well into this this year-long project and have all started working along the lines of a precise road map to keep things to schedule. At this stage, the two first parts of our work have already been completed and we are now moving in to the final two stages.  Once finished, and a first draft sent to Pr Campbell we will receive her feedback and if needed make some improvements before inviting Mr Erhardt back to the campus to view and comment on our presentations.

We keep in touch with Professor Campbel and Mr Erhardt, who came to visit us again a couple of weeks ago to let us see one of his Carvers. He even took over 20 of us for a test-drive to experience the unique sensations provided by this wonderful vehicle. We were all seduced and delighted by this prototype. Among the most heard comments were "Simply amazing!" and "I have never experienced anything like it!"

To sum up, working on this project is an enriching experience which we can only strongly recommend. It's the perfect opportunity to understand the complexity of a current and very concrete business issue which goes far beyond the usual case study. On top of that, we're dealing with an amazing product which embodies perfectly the word innovation."