**** AUTOMOTIVE CASE PROJECT ORIENTATION ****[MKTG.6000; Dr. Carter; Summer 2006]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 for which each studentgroup is responsible. Therefore, this orientation packet simply highlights the processdescribed in the syllabus and provides selected automotive industry resources (websitelinks and articles).Automotive Case-Study Pre-Requisites:Students must complete the following tasks in order to participate in the automotive case-study project:1) Form a team of three or four students and select one of four automotivecompanies – General Motors, Ford, Daimler-Chrysler, Toyota.2) Complete a brief bio, including contact data, and e-mail Prof. Carter as well asgroup members3) Assign team member(s) the task of maintaining the cumulative case-study chartto record (a) initial auto company group market positions, (b) market events asnews articles, and (c) auto company group marketing strategy decisions asconcept applications. See attached spreadsheet template and document link on thecourse website4) Assign team member(s) the task of maintaining attendance/participation recordsfor each team member. Student attendance is a real factor in the auto case-studygrade and should be taken seriously by all group members. However, studentsshould treat attendance as a “real world” situation that can be accounted for by e-mail or other forms of communication that enable contributions to be performed.Professor Carter should be notified immediately if attendance/participation is notbeing adhered to by any group member5) Prepare to participate in auto case-study marketing strategy decisions by studyingassigned text chapter concepts prior to each class session (see syllabus)6) Focus on a particular marketing function or strategic role in the marketing processto aid the auto case-study group (e.g., advertising, operations, distribution,pricing, relationship management, customer service, technology support, etc.), asopposed to merely participating in group discussions or arbitrarily assigningaspects of each marketing strategy decision and text concept application7) Assign a different group leader for each session and concept strategy decision.1**** AUTOMOTIVE CASE PROJECT ORIENTATION ****[MKTG.6000; Dr. Carter; Summer 2006]Automotive Case-Study Group Process:Each class session will consist of between one and three marketing strategy decisionsdirectly related to assigned text chapter concept(s). Group members will allocate rolesand collaborate to complete the following activities:1) Perform a cursory review of relevant marketing strategy activity for the selectedautomotive company using the official company website2) Determine how assigned text chapter concepts should apply to the automotivecompany and specific internal or external strategy decisions3) Read and interpret the market event news article pertaining to each marketingstrategy decision and text chapter concept application4) Assign group responsibilities for strategically responding to the market eventbased on their marketing strategy roles and discuss alternative responses until aconsensus is reached5) Document the marketing strategy decision and explain how it applies assignedtext chapter concept(s), as well as record pertinent information in the auto case-study cumulative chart 6) Present the group marketing strategy decision and concept application during theclass auto market strategy round table period of each class session7) Discuss the marketing strategy implication of each group’s decision and logic. Automotive Case-Study Group Deliverables:1) 5 pts. (Due: 8/11) -- Strategic Scanning Outline … Apply one selected conceptframework/factors from each of the five marketing fundamentals chapters. 2) 25 pts. (Due: 8/15) -- Mid-Term Report … Cumulative Group Chart and formalreport on the incremental automotive strategy effectiveness of the three “marketexamining” concept applications (chs. 2 & 11; 5 & 9; 8 & 10). This report is areactive analysis of company strategy decisions regarding case market events.3) 10 pts. (Done 8/25) Final Market Planning Presentation … Synopsis of FinalMarket Planning Report with Powerpoint slides4) 35 pts. (Due Last Final Exam Date) Final Market Planning Report … CumulativeGroup Chart since Mid-Term Report and formal Marketing Plan documentemphasizing the integral automotive strategy effectiveness of the four “marketingmix” concepts, as well as “customer relationship management” concepts. Inaddition, the Final Marketing Plan Report will include concept applications andstrategic decisions covering previous text chapter material related to particularMarketing Plan sections. The Marketing Plan is a proactive analysis and acompany strategy proposal for future auto industry/market trends.Supportive Auto Market Resourceswww.gm.comwww.ford.comwww.daimlerchrysler.com/www. toyota .com/