**** AUTOMOTIVE CASE PROJECT DIRECTIONS ****[MKTG.6000; Dr. Carter; Winter 2007]Introduction:The automotive case-study project is a cumulative course assignment that providesstudents with a more hands-on method for learning and applying text concepts. Thisproject is addressed in both the methodology section and schedule sections of your coursesyllabus. In particular, the course schedule outlines the sequence of project activities thatare performed each session, as well as the project deliverables in terms of both applyingtext concepts and articulating marketing strategy. Therefore the tasks highlighted in thisorientation guide reinforce the cumulative case study process described in the syllabus. The automotive case is divided into two sections that take slightly different approachestowards imparting critical thinking, analytical skills, and strategic problem solving skills.The first section addresses “Market Examining” concepts with the strategic framingsequence of; (a) company/competitive analysis, (b) customer/brand alignment, and (c)market targeting/positioning attainment. This sequence imparts skills for constructing theframe of a marketing planning house, and is approached in a methodical manner. 1) “Company briefs” are provided to help script logical strategy decisions related tothe assigned chapter concepts. In order to demonstrate an ability to graspstrategy/concept insights, each team should adhere to the topics conveyed in their“company briefs.” 2) Likewise, “industry briefs” help coordinate the competitive exchange ofstrategy/concept decisions using common themes that are related to aspects ofeach team’s “company brief.” 3) An incremental discussion method is used to guide case session interaction in thefirst section. Team comments are made in a step-by-step manner, according to thetext concept frameworks presented by the Professor. Although teams arepermitted to make overlapping concept comments, the emphasis is on effectivelydescribing marketing strategies for particular concepts. The first section is assessed by a Midterm Market Examining Group Report (DueMonday February 26th by e-mail, 25 points), with a group chart appendix documentingsession decisions. The Midterm Report should review the case decisions and competitiveresponses to describe in 5 to 7 double-spaced pages; (a) how your team’s performancedemonstrated effective text concept application, and (b) how your team’s performanceresulted in strategic marketing automotive industry advantages.1**** AUTOMOTIVE CASE PROJECT DIRECTIONS ****[MKTG.6000; Dr. Carter; Winter 2007]The second section of the automotive case study project addresses “Market Planning”concepts with the strategic forming sequence of marketing mix elements; (a)product/service decisions, (b) place/channel decisions, (c) price/cost decisions, (d)promotions/communication decisions, (e) customer relationship decisions, (f) global andethical considerations. This sequence imparts skills for completing the form of amarketing planning home, and is approached in a dynamic manner. 1) Although an “industry brief” is provided to coordinate and steer the progressionof market events, each team supplies its own original “company brief” –comprised of two relevant articles or web content. Teams do NOT conductresearch, but rather informally scan sources to support strategy/concept decisions. 2) However, case session interaction is not compartmentalized by text conceptcategory. Instead, teams should prepare a combined marketing mix strategycovering selected concepts from all of the assigned chapters comprising theMarketing Plan format. 3) In terms of task scheduling, the first two sessions address the four “marketingmix” elements, whereas the remaining three sessions enable teams to advancetheir draft Marketing Plan strategies which encompass marketing environment,target customer profiles, customer relationship, global, and ethical factors.4) Teams should prepare case decisions/responses that address multiple strategyelements in a fluid and integrated manner. This “real world” context for marketplanning frees teams to create their own unique automotive strategies for thespecific market event context presented in the “industry brief.” Groups will alsomake formal oral presentations that pre-view their marketing plans during thefinal class session.5) Out of class work and team study collaboration must be prioritized, because in-class discussion primarily summarizes and synthesizes marketing mix, global, andethical strategy/concept learning covering an extensive amount of text content andmarketing planning possibility.The second section is assessed by a Final Marketing Plan (Due March 16th by e-mail,35 points), with a group chart appendix documenting session decisions and a “companybrief” bibliography. The Final Marketing Plan is prepared according to a specific formatthat will be provided at the beginning of the second section. In addition, the FinalMarketing Plan describes each team’s proposed FUTURE marketing mix, customerrelationship, global, and ethical considerations – NOT present strategy decisions. Inother words, the second section of the course responds to current market events byadvancing forward looking marketing planning strategies. 2**** AUTOMOTIVE CASE PROJECT DIRECTIONS ****[MKTG.6000; Dr. Carter; Winter 2007]Automotive Case-Study Pre-Requisites:Students complete the following tasks to participate in the automotive case-study project:1) Form a team of three or four students and select one of six automotivecompanies/groups –Daimler-Chrysler, Ford, General Motors, Toyota, EuropeanAutos, and Asian Autos.2) Complete a team profile with contact data and document a “Preliminary Scan”applying concepts selectively from chapters 1 (foundation), 3 (environment), 4(research, metrics, demand forecasting), 6 (B2C behavior), 7 (B2B/G behavior).Present a summary orally to the class, and e-mail a typed report to Prof. Carter.3) Assign team member(s) the task of maintaining the “company” chart to record(a) initial auto company group market positions based