CSUB MKTG 4900 - MARKETING CASE ANALYSIS & PROBLEM SOLVING PHASE GUIDELINE

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MARKETING CASE ANALYSIS & PROBLEM SOLVING PHASE GUIDELINES[MKTG. 490; Spring 2K6; Dr. Carter]- The Wall Street Journal “Mapping” Intelligence Code – Finding Out- Mapping Marketing Research – Figuring Out- Mapping Customer/Brand Value & Cognitive Choice Processes – Filling Out- Mapping Target Markets, Positioning & Differentiation – Filtering OutIntroduction:The “Case Analysis” phase of the course allows you to apply specific concepts to a “real world”marketing planning situation – based on the retail fashion apparel market. The emphasis for thissecond phase is not on simply understanding “WHAT” concepts mean and “HOW” they apply tomarketing. In addition, we now focus on deciding at a detailed level “WHO” is doing themarketing and being targeted, as well as “WHEN, WHERE, AND WHY” successful marketrelationships will result from planned strategies. For each of those factors, we rely on the WallStreet Journal daily as a trusted source of intelligence. It serves as our “medium” for scanningand “mapping” the market – because marketing managers are not omniscient. But, the bottomline is that the second phase moves from knowing and notating the answers to deciding anddoing the strategic marketing techniques that turn problems into solutions. In order to facilitate a deeper consideration of both the concepts and case situation, in-classgroups are used to spur discussion and allow you to spar with peers over the rationale for casestudy choices pertaining to specific marketing planning chapters. These in-class discussionsshould be used to practice deciphering the Wall Street Journal’s “market mapping codes” –which I will orient you to at the onset. You should also benefit from the in-class group as a kindof “marketing management huddle” to make sure everyone understands “the strategy play” andis prepared to perform individually on the case-study report – not to piggy-back off of others’ideas or solely socialize with group members. We are using collaborative learning as aknowledge sharing vehicle and not a knowledge shirking vice, ok?The focus of all three case-study assignments will be; “Marketing Bakersfield Style (b.Style): AMeadows Field Fashion Merchandising Makeover.” Using what we know about strategiclanding, planning, and scanning for retail fashion apparel outlets, we will now chart a retailfashion merchandising “flight plan” to navigate Kern County’s Meadows Field Airport onto thepassenger radar screen as a preferred shopping destination. Members of study groups areexpected to share information and informal research related to the present and potential futureMeadows Field terminal characteristics. Likewise, in-class discussion should consider for howassigned concept techniques can be applied to achieve the desired “Fashion MerchandisingMakeover” possibilities. However, the precise path chosen for “Bakersfield Travel Style,” aswell as the particular changes created by applying marketing strategy techniques, must be theoriginal work product done by individual students. Our Wall Street Journal “daily scan” will not necessarily provide articles on Kern County orMeadows Field Airport, but it will “map” the market of supply and demand forces relating toevery dimension we became acquainted with in “strategic landing.” In turn, our skill at“scanning” those market patterns will in fact create a market in the class of those who align theirdemand for knowledge with the Wall Street Journal’s intelligence supply, and those who engagein marketing decision making with far less competent knowledge exchange. The three case-studyassignments are itemized based on both required text chapter concepts and the “Meadows FieldFashion Merchandising” deliverables on the following page.UP, UP, AND AWAY!!! 1MARKETING CASE ANALYSIS & PROBLEM SOLVING PHASE GUIDELINES[MKTG. 490; Spring 2K6; Dr. Carter] “Marketing the Bakersfield Style (b.Style):A Meadows Field Fashion Merchandising Makeover1. Market Intelligence “Scan” Orientation: Wall Street Journal as “Market Mapping Code”a) Bring Wall Street Journal issue and follow the orientation in class to understand the WallStreet Journal as a coded “media space” map for scanning “real world” market dynamics2. CASE #1: Chapter 4: Marketing Research & Demand Forecasting (10 points) [WEDNESDAY 4/19 & MONDAY 4/24 -- DUE TUESDAY April 25th (by e-mail)]a) Read text chapter 4 and focus on learning how to “do” marketingresearch/information system and demand forecasting tasks.b) Perform “broad secondary information assessment” to discover present factsabout Meadows Field Airport (packet) and “explore” the potential future retailapparel possibilities (WSJ). The Wall Street Journal should be your primaryguide to relevant trends impacting the retail fashion merchandising opportunitiesat Meadows Field Airport. In addition, material in this case analysis packet canbe used as “baseline” data as well as information included on “benchmark”airports for California and western cities of similar size to greater Bakersfield. c) You should, however identify at least two (2) other secondary data sources (e.g.,websites or library reference sources) to inform your decision making, and alsoserve as “indicators” in the “demand forecasting” model that you must compose.d) Complete a “primary marketing research” plan by following each step ofFigure 4.1, the Marketing Research Process. If desired, you may usemembers of the class or other CSUB students as a small “sample” forcollecting data after determining the specific “research problem,”“hypothesis,” and “research plan.” Describe your “analysis,” “findings,”and “decision recommendations” stages of the MR process after speculatingon the expected data results. This documented analysis of primary data fromstudent samples can then be extended to the broader market based uponyour “demand forecasting” index in step “e.”e) Compose a “future market demand forecasting model” using techniquesdescribed in chapter 4, and


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CSUB MKTG 4900 - MARKETING CASE ANALYSIS & PROBLEM SOLVING PHASE GUIDELINE

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