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Revitalizing Summer Sales: Navigating Arizona's Seasonal Cannabis Market with BakedBros

Last Updated: 04/28/2026

Case Organization

Baked Bros

https://bakedbros.com

11-50

Case Contributors

Case Disciplines

Growth Strategy Marketing Operations

Skills & Expertise

Brand Awareness and Positioning Strategy Community Engagement Strategy Competitive Analysis and Benchmarking Consumer Behavior Analysis Coupon and Bounceback Strategy Design Critical Review and Validation of AI-Assisted Outputs Customer Segmentation and Persona Development Data Collection and Feedback Analysis Data Visualization and Reporting Event Marketing and Activation Planning Excel or Google Sheets for Data Analysis Generative AI for Campaign Ideation and Research Support Google Docs for Strategy Development Google Slides or PowerPoint for Presentations Growth Strategy Development Guerrilla Marketing Strategy KPI Development and Performance Measurement Local Market and Demographic Analysis Market Research and Seasonal Demand Analysis Marketing Budget Planning and Cost Optimization Partnership Development with Local Businesses Pricing and Promotion Strategy Promotional Campaign Design Retail and Dispensary Experience Optimization Sales and Traffic Generation Strategy Strategic Communication and Campaign Storytelling Vendor Sourcing and Swag Procurement Strategy

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Background & Objective

The challenge or opportunity you are trying to address for the organization.

BakedBros, a renowned name in the cannabis-infused product industry, has established itself as a prominent player in the edibles market. Founded with a passion for creating high-quality cannabis products, the company has significantly impacted the industry by producing innovative, consistent, and safe edibles. However, like any business, it faces its unique set of challenges and opportunities:BakedBros aims to overcome the hurdles associated with slowing sales during the summer months in Arizona. This season brings an "exodus" from the Southwest as snowbirds head back home and schools are out for the season. This trend significantly impacts the local market dynamics, and BakedBros is keen to explore new and unique marketing tactics to better equip them for the challenges this seasonal shift presents.
Learning Objectives

This is what students will learn as they complete the case.

Seasonal demand fluctuations present a significant challenge for consumer brands, particularly in geographically concentrated markets like Arizona’s cannabis industry. In this case, students take on the role of growth and marketing strategists tasked with helping BakedBros navigate a predictable summer sales decline driven by population shifts. By combining market analysis, competitive insights, and creative campaign design, students will develop a localized, high-impact marketing strategy that drives revenue, engagement, and brand visibility during a traditionally slow period. 
Students completing this case will be able to: 
  • Analyze how seasonal population shifts, tourism patterns, and local demographics influence demand in the Arizona cannabis market. 
  • Evaluate historical sales trends and market conditions to identify the key drivers of summer revenue decline and potential areas of opportunity. 
  • Assess competitor strategies and operational adjustments used to mitigate seasonal downturns and maintain customer engagement. 
  • Design a guerrilla marketing strategy that leverages local events, partnerships, and community engagement to increase brand visibility and drive dispensary traffic. 
  • Develop creative, cost-effective promotional tactics—including swag, partnerships, and bounceback campaigns—that align with budget constraints and brand positioning. 
  • Prioritize high-impact locations, events, and local business collaborations across Phoenix, Tucson, and Northern Arizona to maximize campaign reach. 
  • Model how marketing initiatives can influence key performance metrics such as revenue stability, foot traffic, and customer retention during the summer months. 
  • Recommend a data-driven campaign optimization approach that incorporates feedback, performance tracking, and iterative improvements for future seasonal strategies. 
  • Synthesize market insights, competitor analysis, and campaign design into a cohesive strategy that enables BakedBros to maintain or grow revenue despite seasonal challenges.
Key Action Items

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