Case Synopsis, Uses, Discussion Questions, and Answers
CASE 7 Remixing a Green Business: The Green Painter
Synopsis: To make the case for launching a new green retail business, this case offers readers an
overview of some striking issues facing retailers in the green retailing movement in
op, this case
Uses:
Chapter 4 Customer Buying Behavior
Chapter 12 Buying Merchandise
Discussion Questions
1. If you were starting a green business in the next five years, how would you design the
business model? What lessons could you learn from The Green Painter?
Visit successful green companies for ideas, develop a business plan that is flexible and reasonable,
and try to enter the market without a great deal of debt. Be open to new ideas, and be close to your
2. Research current business practices being used in the food and retail industries in general
and report practices that would help you develop your business.
Answers will vary; students might start with businesses such as Patagonia, Walmart, Whole Foods,
Target, or Starbucks.
3. Do a SWOT analysis for this business based on the information provided in this case.
Strengths:
1. They have developed a unique green business.
2. Even in the early start-up phase, the business has developed brand loyalty, which is
6. The business understands its target customer.
Weaknesses:
1. Customer preferences can change, and the business must continue to change to meet
Case Synopsis, Uses, Discussion Questions, and Answers
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Opportunities:
1. New Living has opportunities to expand its offering to other sources, e.g. Whole Foods,
HEB, and other successful businesses.