Submitted by: Miena Mohammadi & Komal Preet Kaur

300347948 & 300352190

MARK 1120 – Case study 2

Breckenridge, Colorado was established in 1859, and is a popular tourist destination

attracting 1.5 million visitors each year. Breckenridge cannabis club is a marijuana store owned
& operated by Caitlin McGuire & Brian Rogers. They are the only marijuana dispensaries on
Main Street, which provides them a significant edge and makes for an excellent marketing plan.
The strengths of BCC were, that the consumers got to buy legalized & safe
pharmaceuticals, as well as a very strong profit margin for the company itself, both externally
and internally points. They featured a wide selection of marijuana such as weed/grass, edibles,
concentrates, accessories, weed infused beverages, weed unfused candy which makes them
unique. Black market users are decreasing. The consumers of BCC are very pleased with their
purchases. They provide good customer service and good produce. They are the only marijuana
dispenser on main street which is like a dream for any business since not having a competitor
within 100 meters of your store, provides them a better chance of success and earning more than
being placed in airport road.
They also don’t have supporters too and the residents of the city may vote yes or no to
any decision made by council, and if one day they were to say no more marijuana on main street
it would affect their business dramatically. Banks are not supportive of the marijuana industry,
which makes it difficult for them to manage their funds; they only accept cash, which means they
may lose a lot of consumers because not everyone carries cash. The amount of taxes being paid
is exorbitant, but if it keeps their business and profits going it shouldn’t be a weakness. They
don’t have a suitable marijuana source to receive the goods or get delivered. They are dependent
on their source, soon with the proper funds they can have a direct source of marijuana.
A huge opportunity they already have is them being the only marijuana store on main
street and the government allowing them to sell retail marijuana. They have the potential to grow
their business and expand it worldwide if they continue to have a good consumer base. BCC can
slowly become a huge franchise and get regular income from a store just for having their name,
they get a percentage of their profits without even working there. Another huge opportunity
would be them having their own workshop of cannabis to sell to other businesses, they wouldn’t
A huge threat would be the town council once they do something wrong or aren’t careful
the council and also rule not in favor of them and they’d be forced to move out of main street and
go back to airport road with not too many clients and too many competitors. Another threat is
that they have candy-based drugs, and if a client buys and sells to a kid and the parent finds out
and petitions for the company to move out of main street it would be easily done.
 There are some problems which are associated with the usage of marijuana like short
term effects in which a person can lost his instant thinking and judgmental abilities. Although,
dose of marijuana reduces a stress but if this is taken in higher quantity then it can work in
reverse manner. As per our survey, most proportion (67%) has an opinion that marijuana should
be sold only for medical purpose rather than recreational because finds it addictive too if they
continue its consumption.
This marijuana business is facing a lot of challenges. Firstly, they are not supported
by the residents because as per their prospective this industry is contributing nothing to society.
Moreover, banks were also not accepting their money due to which they had to receive all the
payments in cash. In addition, if they have less production of cannabis or it is sold out then they
have to travel to the airport road just to have weeds. The majority of people want that marijuana
should be legalized (64%) but 36% has said no to it because they belong to different cultural
background. However, when most people find that this business is generating so many profits
then they may also start to work in the same industry even though they do not legal authority to
do this.
For having improvement in their industry, we cannot force banks to keep their cash
because this is an external factor but after surveying the town, they come to know that what
people are expecting is more important. They should ask the community what practices they can
follow to make the city safe. What society wants is that they do not want that their kids consume
marijuana so they should stop the sale of candy weeds and introduce other products instead of
this. To make the kids protected from candy-based weed they can introduce vaporizer pens
which are more popular nowadays. Along with this, they should also conduct a meeting with the
council to know what they want because if the council will be happy only then they can continue
their business otherwise they have to go back to airport road which is far away from the main
street, consequently, they can suffer losses in their business. Now they are making profits of
$47000 per day, so they should have a meeting with the council to know what they think. All in
all, we can say that although marijuana business has so many challenges, if adequate steps will
be taken then profits can be increased along with providing safety to society.