Case Study of the Week: Expanding Clientele with New Products and Services

Mar 13, 2023

Marketing Management

You are to assume the role of the general manager at Keys & Strings, a local business that provides private string instrument and piano lessons along with various instructional books and sheet music. The owner of the business has asked you to identify additional products and/or services the business can offer that would build clientele and demonstrate how to effectively market the new offerings. 

Keys & Strings employs four employees that are talented in both string instruments and the piano. Clients pay a monthly fee for weekly 30-minute lessons. The business has attracted many customers, both young and old, beginners and advanced players, that benefit from the private lessons. 

The owner of the business wants to build the clientele to include more than string instrument and piano players but is unsure how to accomplish it. The owner is not able to hire additional employees that can offer lessons in other instruments, so needs ideas on other types of products and/or services Keys & Strings can offer to attract additional clientele.

The owner has asked you to identify additional products and/or services that Keys & Strings can offer that will build additional clientele. In addition, the owner wants you to determine how to market the new products and/or services using customer voice and effective positioning. 


Randi Bibiano
Competitive Events Specialist

Randi Bibiano is DECA's competitive events specialist. In this role, she conceptualizes and authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also manages DECA's online competitive events and serves as a liaison to volunteer efforts at DECA's educational conferences.

Discussion Questions

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Classroom Connection

Career CLuster:


Instructional Area(s):

Product/Service Management

Performance Indicators:

Generate product ideas
Explain the concept of product mix
Describe factors used by marketers to position products/services
Describe the role of customer voice in branding