2023 SLC FBLA COLLEGIATE


MARKETING ANALYSIS & DECISION MAKING


CASE STUDY



PARTICIPANT INSTRUCTIONS


  1. You are receiving this case study the evening before your scheduled presentation.  You have from now until the time of your scheduled presentation to review the case and determine your solution.


  1. Presentation time is seven minutes. At six minutes the timekeeper will stand and hold up a colored card indicating one minute is left and at seven minutes the timekeeper will stand and hold up a colored card indicating time is up.


  1. You may use prepared notes during your presentation.


  1. Presentation materials (i.e., posters, flip charts, electronic presentations, etc.) are allowed.  However, no items may be left with the judges.


  1. Cover all the points described in the case and be prepared to answer questions posed by the judges.


  1. If competing as part of a team, all team members must participate in the presentation as well as answer questions.



PERFORMANCE INDICATORS


  • Select logical actions to take and present them with the positive and negative aspects of these actions. 

  • Demonstrate rationale/reasoning for each recommendation made and potential anticipated results.  

  • Exhibit good decision-making and problem-solving skills. 

  • Demonstrate ability to effectively address the given situation and effectively answer questions.



CASE STUDY SITUATION


Background Information

The competitor(s) work for a marketing consulting group and have been asked to promote three packages that XYZ Manufacturing has created around its new product. The competitor(s) job will ultimately be to show each of the three packages to consumers visiting local malls and retail centers to get their reactions. The clients (judges) are the board of directors for XYZ Manufacturing, and the competitor(s) will meet with the board of directors to show them the promotion packages they have developed. The company has created a new, hands-free listening device for cell phones and electronic devices that is quite different than the others currently on the market. The target audience are those under 30 years of age with teens being a specific subgroup. The different packages used in the market research project are the independent variables to be considered.


Scenario

The challenge involves assessing market potential, analyzing customer behavior, and focusing resources on specific customer populations and against specific competitors. The members need to consider the client's initial request to develop a broad mix of marketing communication efforts with emphasis on advertising and public relations. The performance needs to differentiate between the concepts of mass marketing, segmentation, target marketing, differentiation, and positioning.  The work will be judged by the competitor(s) professionalism, their interactions with the clients, and their effectiveness in meeting the client's needs with the limited information they were provided.


Objectives of Case Study

The competitor(s) must address the following during the presentation:

  • Assess market potential, analyze customer behavior, and focus resources on specific customer populations and against specific competitors (e.g., market definition, segmentation, targeting, and positioning).

  • Develop an effective mix of marketing communication efforts with emphasis on advertising and public relations.

  • Differentiate between the concepts of mass marketing, segmentation, target marketing, differentiation, and positioning

  • Explain and diagram a SWOT analysis.

  • Discuss how cultural values and expectations affect the interaction between the customer service provider and the customer.

  • Explain recent trends, internal, and external influences that have affected consumers.