Activewear Clothing Limited : an entrepreneurial student starts a promotional clothing business

Abstract

This case study shows how a University business studies graduate with no commercial experience and no working capital started a small business and established it successfully. The new business produced and sold T- shirts and gym wear with specially designed logos. All manufacturing, printing and embroidering was contracted out to experienced suppliers and contractors. The new business owner's main tasks were in designing the garments and logos to suit customer tastes, then selling them to leisurewear retailers and later on to corporate clients and their employees. There was no clear business plan, marketing plan or financial plan used to start the business. Nevertheless the business became successful largely due to the organisational skills of the owner and his superior personal and marketing skills. NOTE: Teaching note available: Case Centre Teaching note Reference no. 804-060-8