Rollup Solutions Incorporated: Case Study Analysis and Recommendations

This case study analyzes Rollup Solutions Incorporated, a social enterprise founded by Megan MacKay and Nicole Plant, focused on providing refurbished mobility devices to Long-Term Care (LTC) homes and individuals. The case explores the company's challenges in market entry, including target market selection, pricing, distribution, and promotion strategies. It involves internal and external analysis using SWOT and PESTLE frameworks to identify strengths, weaknesses, opportunities, and threats, as well as political, economic, social, technological, environmental, and legal factors. The analysis reveals the need for specific target market identification, particularly those unable to afford new devices or lacking ADP funding. Recommendations include personal sales approaches, online store partnerships, and social media promotion to reach the target consumers. The case concludes by emphasizing the importance of pricing and promotional strategies for a social enterprise selling refurbished products.

Case Summary: ROLLUP
SOLUTIONS INCORPORATED:
GOING TO MARKET

Introduction of the Company and case
Roll Up solutions was founded by Megan MacKay and Nicole Plant. They used to provide
mobility devices like wheelchairs and walkers to the people residing in LTC homes. Roll Up
solutions used to collect the old and worn out mobility devices from the LTC homes and
upcycled them by cleaning, sanitizing and installing new parts and provide them back. The
scrap part is sold to the recycling facilities (MacKay, 2019).
The case is about how business was set up and then expanded. The company built a
partnership with Goodwill Industries International Inc in order to produce efficiencies and
business growth for the business. The case study is based on the current strategic and
managerial problems in the real business. The primary and relevant issues in the case was
that the founders of the business needed to make some important decisions in a very short
period of time for which they need to select the target market, develop a comprehensive
marketing plan and take decisions about pricing, distribution and promotions of the
business.
Internal and external analysis of the company
The company had to take certain decisions about pricing, distribution and promotion
for which it need to consider its external and internal factors which might affect its
decisions. Here, Swot analysis has been done in order to go through the internal factors of
the organisation which might affect its decisions:
SWOT analysis of Rollup Incorporated
Strengths: The company and resources which could provide it a competitive edge in the
market. It definitely has first mover advantage which will help it in taking pricing decisions as
well. Also, as per the case study, the market for the company has sufficient potential to
grow (Srivetbodee, Igel & Kraisornsuthasinee, 2017).
Weaknesses: No strong marketing strategy and no target segment has been chosen at first.

Opportunity: The demographic conditions has shifted, and the population has a significant
increase in its age which needed more care and assistance. That is why, most of the
population was shifted to Long term Care (LTC) homes. In Ontario, a strategy was made
called Aging with Confidence which required more mobility devices and more equipment’s
related to health and care. This was the opportunity for Roll Up Inc. Also, the increase in
technology has provided an opportunity to the company to promote its business in its target
market (Lovelock & Patterson, 2015).
Threat: the company was facing competition from the other initiatives taken by Manual
Wheelchair Recycling Program (MWRP) which was involved in donating the wheelchairs to
the ones who are in need. The company has other competitors like Consistency club and
Dura Med.
PESTLE Analysis
External analysis of the industry can be done through PESTLE analysis for Rollup
incorporated.
Political Factors: The government bought Assistive Devices Program (ADP) which dominated
the medical and mobility devices industry. With a valid health card of Ontario an applicant
get to use the equipment for the minimum of 6 months. This affects the business of Roll Up
incorporation as the government is already providing the facilities in free.
Economic Factors: London has experienced the largest population increase in the years
2006 to 2011. The general population of the city aged and requires more medical care and
Mobility devices which is an opportunity for the business of Rollup Incorporation. The
people have low incomes and capabilities to spend on medical care and they cannot afford
to buy the firsthand mobility devices to which Roll Up solution had cheaper products to
offer.

Social factors: the health consciousness among the people for their health and demographic
towards the aged population increased the business of Roll Up Incorporated (Kotler, et. al.,
2015).
Technological Factors: the company makes use of the technology as they upcycle the
devices and provide it back to the patients who need it. They already use computer and
mobile devices to keep record and take records, but the company is not using social media
or other promotional techniques for better promotion of the business (Singh, Saini &
Majumdar, 2015).
Environmental factors: The company need to take care of the environment. They have to
take care that during the business operations, no harm is provided to the environment.
Legal factors: the company has to take care of the legal regulations of the government. They
have to pay taxes and also take care of the patents and intellectual copy rights while doing
business (Lamb, Hair & McDaniel, 2011).
Analysis
It is analysed that the company need to take key decisions regarding its promotion
and pricing. The company has a target market of those consumers who are in need of
mobility devices but can’t have the ADP funding for purchasing the same. Roll up solutions
divided its consumers into two groups, one is end users and the other is primary care givers.
End users are those who are heavily dependent on the mobility devices and the primary
care givers are those who are there to assist their parents, partners or children. The
business realised that it need to have a definite target market and promotional strategies
(Felix, Rauschnabel & Hinsch, 2017).
Recommendations
It is recommended that the company should target the consumers who cannot
afford to buy the mobility devices at high rates and are not eligible for the ADP funding. The
need is to be identified. Also, the company have to reach consumers on personal basis, so

they have to hire the salesmen for that. Also, the company will have to tie up on online
stores from where the consumers can order and get direct delivery. Being a social
enterprise, they cannot sell their product at higher prices, so they have to decide a nominal
price range for their refurbished items. The company should promote its business through
health product websites online and on social media platforms like Facebook specially
targeting the people in need (Tuten & Solomon, 2017).
Conclusion
It can be concluded that the owners have to make the tough decisions keeping in
mind that the company is selling refurbished items to those who need them and cannot
afford the fresh products. For this, pricing and promotions need need to be planned
accordingly.

References
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, 118-126.
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson
Higher Education AU.
Lamb, C. W., Hair, J. F., & McDaniel, C. (2011). Essentials of marketing. Cengage Learning.
Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.
MacKay, M. (2019). RollUP Solutions Inc.: Delivering Affordable Mobility Devices. Retrieved
from https://sciontario.org/community/rollup-solutions-inc/.
Singh, A., Saini, G. K., & Majumdar, S. (2015). Application of social marketing in social
entrepreneurship: Evidence from India. Social Marketing Quarterly, 21(3), 152-172.
Srivetbodee, S., Igel, B., & Kraisornsuthasinee, S. (2017). Creating Social Value Through
Social Enterprise Marketing: Case Studies from Thailand's Food-Focused Social
Entrepreneurs. Journal of Social Entrepreneurship, 8(2), 201-224.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.