Marketing Case Study (You've Got Mail): Pre-Work

Vcoach Serves @ www.BongDeUngria.com
BUSINESS
or
PERSONAL?
Marketing Case Pre-Work

Watch 3 Videos , P43 @
Canvas

BUSINESS or PERSONAL?
Case Perspectives on:
1. Marketing in Business
2. Company, Competition, Customer
3. Personal vs. Corporate Ethics
4. Small vs. Big Business
5. Intersection of business and personal

Some time ago, in New
York…
◼ A boy and a girl met
◼ And liked each other
◼ Through the internet
◼ Life was simple
◼ since they’ve never met…

Fate made life a bit
difficult…
◼ Kathleen Kelly had a boyfriend
◼ Inherited 1 bookstore from her mom
◼ “Shop Around the Corner”
◼ Joe Fox had a girlfriend
◼ Runs a chain of bookstores for his family
◼ “Fox Books Superstore”
◼ Their businesses would compete…

Look out for…
◼ Differences between
◼ Bookstores’ Marketing Strategy
◼ Responses to competition
◼ Ethics of 2 business owners
◼ Recommend action

Prepare For Class Discussion
After Part 1 of the Movie
1. Analyze the marketing strategy of “Shop
Around the Corner SATC”?
a. What did it do right?
b. What did it do wrong?
2. How can SATC survive competition?

Situation:
It’s just business…
Young, aggressive, “Fox Books Superstore (FOX)”
is opening beside
40 yr old, traditional “Shop Around the Corner (SATC)”

Some local analogies
David vs Goliath!
National Bookstore
vs. bookstore in-school
vs. Powerbooks
vs. encyclopaedias sold one on one
vs. Amazon
vs. pirated free books in the internet

7 Unethical Situations?
1. Ethical or Unethical?
2. If still ethical, what can move it to unethical
status?

1 Fox bookstore purchased
Citybooks inventory at
“bargain price” after
Citybooks was forced to
close. Note that New York
authors used to sell their
books in Citybooks.
Did Fox have a tactical or
strategic reason to do this?

2 Joe Fox with 2 children
visiting Shop Around The
Corner without openly
declaring that they were
competitors

3 Fox announcement:
“ Opening Around the
Corner” vs. “ Shop Around
The Corner”

4 Giving away free
cappucino (free legally
addictive stimulant) to
attract shoppers during
the Fox store opening.
Offering very low book
prices that SATC cant
match

5 Joe Fox knew that Shop
Around the Corner’s annual
revenue was $350,000

6 Joe Fox taking away all
the caviar/ icing on the
cake without leaving those
who will come after him

7 Book author who had a
prior agreement to do
booksigning at Shop
Around the Corner – did not
admit that she was signing
for Fox and no longer with
Shop Around the Corner

For Class Discussion
1. Analyze the marketing strategy of “Shop
Around the Corner SATC”?
a. What did it do right?
b. What did it do wrong?
2. How can SATC survive competition?

What did SATC do right?

What did SATC do wrong?

How Can SATC
survive competition?

VideoPart 2:
What Did SATC Do?

More Unethical Situations?
1. Ethical or Unethical?
2. If still ethical, what can move it to unethical
status?

8 One sided TV interview
feature of Joe Fox and
Kathleen Kelly

9 TV Interview of
Kathleen’s boyfriend
(journalist) where he sided
with Shop Around the
Corner. He also wrote an
article on the newspaper
siding with SATC

10 Kids rallying for SATC

Video Part 3:
Win the Battle,
Lose the War?

Marketing Case Study (You've Got Mail): Pre-Work

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