Business Model Case Study

The business model canvas can be described as a chart divided in parts that gives the possibility to understand the business model of a company. As a marketing manager I would certainly use the business model canvas, since it is able to transmit clearly an idea – such as a product or a service – and the most important information about a project through the use of a graphic representation. This tool is able to provide the most useful info that are considered as necessary in order to carry out a discussion about the potentials of a project. Moreover, the business model canvas would give me also the possibility to exclude the boring information related to a project by highlighting just the innovation and the important parts of the company (Coes,

This way, I would be able to generate new ideas, to develop projects and to think about possible changes of the existing business model without missing the important features of the company. Nonetheless, the business model canvas can be used also in the case I would start a business model from scratch, thanks to its easiness of use, its simplicity and the possibility to modify it in every moment (Madill, 2011; Kohler, 2015; Ching and Fauvel, 2013; Russo,

This, would limit my work as a marketing manager thus leading to an insufficient analysis of the competitors of the firm and to lower results – such as lower income – if compared with the expected one. Such an issue occurred, for example, in the case of the Channel Tunnel, where the demand has been lower than the expected one, since the experts did not took into consideration their competitors – i.e. the ferry operators – and their counteractions. (Coes, 2014; Van Vliet,