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    Case Analysis Case Analysis Presentation Transcript

    • Marketing Concepts (MKTG 1126) Session 21
    • AGENDA
      • Marketing Watch Reports
      • Course Announcements
      • “ Joggers Universe” Case Analysis
    • Course Announcements
      • Group Project Evaluation:
        • Written Report = 15%
        • Presentation = 5%
        • Peer Evaluation = 5%
      • Please pick-up Peer Evaluation form today and submit (confidentially) with written report.
      • Presentation Expectations:
        • Professional format & style
        • Be well prepared / practice
        • Total team participation
        • 10 minutes + 5 minutes of Q&A
      • Session #24 Final Exam Review:
        • Please e-mail me ( [email_address] ) any questions or topics that you would like to review during this final session.
      More Course Announcements
    • Case Analysis Joggers Universe
    • General Case Analysis Guidelines
      • Know your audience
      • Apply Marketing/Course Concepts
      • Write like business professionals/marketers
      • No Data Dumping!
      • Offer insights
      • Quality vs Quantity
      • Have detailed reco/implementation
      • Do a gut check
      • Think “outside the case”
      • Write with confidence/sell your reco
    • Joggers Universe Case Analysis
      • Problem Statement:
        • Careful analysis should reveal symptoms , which lead to problem recognition .
        • If root problems are not understood, the remainder of the case analysis has little merit as the true issues are not being addressed.
        • Clearly identify root cause that your reco will address.
        • Checklist for Analyzing Problems:
        • What is the primary problem? Any secondary problems?
        • What proof exists that these are the central issues?
        • What symptoms are there that suggest that these are the real problems in the case?
        • What are the effects of these problems in the S-T? L-T?
      Reference: Peter & Donnelly, “A Preface to Marketing Management ”,10 th edition, McGraw-Hill Irwin.
    • 1. What is the problem in this case?
      • Sue’s sales have flatted out.
      • WHY?
      • Shrinking customer base (serious runners)
      • Increased competition
      • Is Sue’s strategy (TM + 4 Ps) still sound?
      • 2. Analysis:
      • Analyze and record the current situation
      • Apply the marketing strategy planning framework:
        • 3 Cs, SWOT, External Environment, Segmentation/Targeting, Differentiation/Positioning, TM & 4Ps
      • Bridge marketing concepts to practical scenario.
      • Leads to development of alternatives and reco
      Joggers Universe Case Analysis
      • What kind of analysis did you do for this case?
      • Can use the marketing strategy planning framework as a guide.
      Joggers Universe Case Analysis
    • 2. Analytical Considerations for Joggers Universe?
      • Customers:
      • Who are key customer segments?
      • What are their needs/wants?
      • What is their problem-solving process?
      • Who/What/Where/When/Why/How?
    • Customers HOW? WHY? WHEN? WHERE? WHAT? WHO?
      • Influenced by O/L
      • Shopping
      • Selection
      • Awareness (mass)
      • Shopping
      • Selection
      • Influenced by O/L
      • Trial
      • Loyalty
      • Social influences
      • Fashion
      • Comfort
      • Fashion
      • Maximize performance
      • Influenced by fashion trends.
      • Longer purchase cycle.
      • Disciplined purchase cycle
      • Fashion Outlets
      • Dept, category killers…
      • Specialty, dept, discount, shoe stores, category killers…
      • Specialty running shops
      • Category Killers
      • Running Events
      • Fashion product assortment
      • Broader show selection
      • Fashion choices
      • High perf running shoes
      • Professional service
      • Recognized brands
      Pure Fashion Casual Runners
      • Serious Runners
      • Shrinking market
      • #2- Company:
      • Specialty shop
      • Respected owner
      • 18 years experience
      • Loyal customer base
      • Flat sales but still profitable
      Analytical Considerations for Joggers Universe?
      • #3-Competitors:
      • Increased competition from dept stores, discount stores, regular shoe stores
      • Walmart, Foot Locker, Category Killers
      • Lower prices, wider assortments
      • Could develop competitive comparison chart.
      Analytical Considerations for Joggers Universe?
    • More Analytical Considerations… SWOT *Consider External Environment Factors
      • THREATS*
      • Current mold supplier out of business. Why?
      • Increased competition
      • Decline of primary target market (serious runners)
      • Changing customer interests.
      • OPPORTUNITIES*
      • Custom molding
      • Targeting new segments (fashion)
      • Expanding product line
      • On-line sales
      • Partnerships
      • WEAKNESSES
      • Questioning strategy
      • Narrow product line
      • Flat sales due to shrinking loyal customer base.
      • STRENGTHS
      • Core competency with serious runners.
      • Strong brand names
      • Loyal customer base
      • Excellent customer service
    • More Analytical Considerations…
      • Segmentation / Targeting:
      • Primary TM = serious runners (shrinking)
      • Secondary TM= casual runners
      • Growth in casual and fashion segments.
      • Differentiation / Positioning
      • J.U. is positioned as a specialty running store for serious runners.
      • Source of Differentiation: experience and superior knowledge of serious running. Is this still enough?
    • Current Marketing Strategy:
      • Limited mass programs
      • In-store activity
      • Emphasis on personal selling
      • Limited mass programs
      • In-store activity
      • Emphasis on personal selling
      Promotion
      • 1 specialty Joggers Universe retail shop
      • 1 specialty Joggers Universe retail shop
      Place
      • Premium pricing
      • Premium pricing
      Price
      • Asst of branded shoe-types
      • Sportswear fashion
      • top quality brands (Nike)
      • custom molding
      • Sportswear fashions
      Product Casual Runners Serious Runners Target Market (s)
    • 3. Alternatives
      • Formulate, evaluate and record alternative courses of action
      • What can be done to solve the problem?
      • 3-7 alternatives are reasonable
      • Requires sound logic and reasoning
      • Avoid options that would create new problems or that would require greater resources than available.
      • Evaluate each in terms of costs/benefits
      Reference: Peter & Donnelly, “A Preface to Marketing Management ”,10 th edition, McGraw-Hill Irwin.
    • 3. Alternatives… Reference: Peter & Donnelly, “A Preface to Marketing Management ”,10 th edition, McGraw-Hill Irwin.
      • Possible Benefits
      • Sales
      • Profits
      • Brand equity
      • Customer satisfaction
      • Possible Costs:
      • Time
      • Money
      • Other resources
      • Opportunity costs
    • 3. Checklist for Alternatives
      • What possible alternatives exist?
      • What limits must be considered (competence, resources, mgmt preference, ethical, legal…)?
      • What marketing concepts are involved?
      • Are listed alternatives reasonable? Logical? Consistent with goals and objectives?
      • Financial considerations of each?
      • Advantages and disadvantages of each?
      • Which options best solve the problem and minimize new problems?
      Reference: Peter & Donnelly, “A Preface to Marketing Management ”,10 th edition, McGraw-Hill Irwin.
      • What alternatives did you identify?
      Joggers Universe Alternatives
    • Joggers Universe Possible Alternatives
      • Disadvantages:
      • Requires significant investment
      • Serious runners declining
      • Supplier #1 went of out business. Insufficient demand?
      • Advantages:
      • Consistent w/ strategy
      • Possible competitive adv / source of diff.
      Alternative #1: Maintain current strategy and pursue new “custom shoe” line.
    • Joggers Universe Alternatives
      • Disadvantages:
      • Competitively vulnerable
      • May not be enough to attract new consumers.
      • Advantages:
      • Less financial risk
      • Maintain core competency
      • Still profitable
      • Maintain focus on TM
      • Complement current offerings
      Alternative #2: Maintain current strategy and experiment with gradual expansion in fashion areas.
    • Joggers Universe Alternatives
      • Disadvantages:
      • Straying from core competency
      • Highly competitive market
      • No meaningful pt of diff.
      • Unable to match low prices
      • Risk alienating current TM
      • Advantages:
      • In-line with market growth trends
      Alternative #3: Alter strategy to target primarily casual & fashion segments.
    • Joggers Universe Alternatives
      • Disadvantages:
      • Too severe a change from current operation.
      • Would require significant capital.
      • Mature market with many established competitors.
      Advantages: Alternative #4: Drastically change all strategic elements by re-launching as a Sporting Goods store.
    • Joggers Universe Alternatives
      • Disadvantages:
      • Shrinking market may soon become unprofitable.
      • Competition also targeting serious runners.
      • Advantages:
      • Core competency
      • Focused mandate with less risk of diluting current operation.
      • Position as “niche” and cater to specific segment.
      Alternative #5: “ Status Quo” - stay the course and continue to serve the serious runner.
    • Recommendation (the “what”)
      • Select the alternative that best solves the identified problem.
      • State the logic and reasoning for this reco.
      • Should be clear and based on your analysis.
      Reference: Peter & Donnelly, “A Preface to Marketing Management ”,10 th edition, McGraw-Hill Irwin.
      • What did you recommend to Sue?
      Recommendation (the “what”)
    • Implementation (the “how”)
      • Action-oriented plan for implementing the decision.
      • Include specific details.
      • Ensure consistency with brand positioning and strategically sound.
      • What must be done?
      • Who should be involved? Responsibilities?
      • When and where?
      • What is expected outcome?
      • How to measure success?
      Reference: Peter & Donnelly, “A Preface to Marketing Management ”,10 th edition, McGraw-Hill Irwin.
      • How did you suggest implementing your recommendations?
      Implementation (the “how”)
    • Pitfalls to Avoid in Case Analysis
      • Inadequate definition of the problem.
      • The search for “the answer”.
      • Not enough information.
      • Use of generalities.
      • A different situation.
      • Narrow vision analysis.
      • Realism.
      • The marketing research solution.
      • Rehashing the case material.
      • Premature conclusions.
    • In closing….
      • Hand in your case analysis guides (with name).
      • Pick up Peer Evaluation forms.
      • Any final questions re: presentations?