Infotek Computer Services & Consulting, LLC

Abstract

Case Description: This case focuses primarily on marketing-related challenges faced by the owners of InfoTek. These marketing challenges are common to small business owners, particularly those who lack training and/or experience in marketing or whose personalities and personal values make the implementation of marketing fundamentals difficult. InfoTek Computer Services and Consulting, LLC is an information technology firm that helps small businesses select, install and maintain computer hardware, software, networks, peripherals and telecommunications equipment. Given the case's appropriateness for undergraduate business courses, such as Principles of Marketing or Introduction to Entrepreneurship/Small Business Management, its difficulty level is set at three. The issues and concerns of this case can be adequately addressed within a 50-minute class period. It is expected that students will require at least two hours of preparation time. Case Synposis: Garrett Roberts1 dreamed of becoming an engineer but a mission trip experience the summer before college altered his plans. Instead, he earned degrees in biblical studies and worked as a Youth Pastor until his position was eliminated. His search for employment led to opportunities related to his hobby tinkering with computers. Several years later, he and Jack Pinella1 started InfoTek Computer Services and Consulting, LLC. Although reliance on word-ofmouth has provided a solid base of satisfied customers, in recent years billable hours have gradually fallen to fewer than forty hours per week. Clients have been postponing hardware and software upgrades as cost containment efforts in order to survive the Great Recession. Garrett and Jack now encounter a crossroad of their personal values juxtaposed with a need for growth in sales and income in order to sustain InfoTek.

Publication Title

Journal of the International Academy for Case Studies

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