PMBA 502 FINAL CASE EXAM (FALL 2011) GUIDELINES

This test is a 2 hour in-class case exam. Please take the time to review the video carefully. Consider all of your instruction, case study, group study/projects and readings in marketing to date. Utilize this knowledge to identify and analyze the critical issues at hand relative to one of the following videos. Consider marketing-based recommendations that enable you to synthesize your thought and demonstrate your comprehension and application of your academic acumen in marketing. The questions following the video clip are only designed to guide you towards the critical issues at hand. Please go beyond the questions themselves when providing your answers.

You have a choice of one of the three video cases:

__________________________________________________________________________________________________

Guidelines to Consider:

When selecting your video it is important that you try to determine the key issues at hand in that particular case/situation. These are current marketing issues in the news. It may be useful to utilize the case preparation sheet used in class for case analysis so as to help you focus your thoughts. This sheet is not required for the final writing. You are allowed to bring a pen and one 8.5x11 (single sided and double spaced) reference list. This list will have the properly formatted Harvard Referencing that you plan to cite in your written exam. The structure of your written work is up to you, however, it should be noted that use of titles, subtitles and bullets (when appropriate) can aid in the comprehension and flow of your written work.

As discussed in class please:

  1. Be sure to use this opportunity to demonstrate the application of the marketing concepts you have learned in the course.
  2. Use appropriate Harvard Referencing for both in line citations and your reference list.
  3. You are allowed to bring a pen and one 8.5x11 (single sided and double spaced) reference list formatted for Harvard Referencing using Arial 12 point font double spaced (approx. 5-8 references)
  4. You will be provided a blank exam booklet (an additional one can be provided upon request...please put your name and student ID# on all submitted booklets).
  5. You may view the following videos effective Friday, December 09, 2011 and select the one you want to write about.
  6. There are guidelines for each video to help you frame the focus of your case writing. You are NOT mandated to answer the questions, rather to use them to help you understand the recommended focus of your writing.
  7. You should spend a minimal amount of time researching and most of your time preparing your thought and arguments.
  8. It is important that you use appropriate credible citations that validate your own ideas and support your application of the marketing concepts you use to rationalize your responses. Stronger grades are received for work that builds on a solid analysis by demonstrating the application of marketing theory through your synthesis of thought and demonstration of creativity. Logically and well presented risk taking is rewarded. Picking fictitious or imaginary numbers are strongly discouraged. (See grading matrix for final case exam ).
  9. Remember the 4Ps in all your discussions and consider mitigating any pertinent risks associated with your recommended strategy.
  10. You will have 2 hours to complete the written exam. It must be handed in before the 2 hours is completed. Try to be succinct in your writing and thorough in your approach.
  11. Remember the importance of decision criteria, current data, and assumptions learned in case analysis.
  12. Have FUN writing your own ideas supported by marketing concepts and solid research.

===========================================================================================================

VIDEO CHOICES
 (Choose only ONE of the following for your writing):

Video Case 1: The Little Guys Home Electronics: Big on Customer Relationships

Select Chapter Video 9.3 from the Boone Video Link for our course text. More information is found on page VC-10 of our textbook.

It is recommended that you take the position of the owner of The Little Guys retailer. What initiatives could you take to position your company in the changing market place where brands are everywhere to maximize your share of the market? Consider the 4Ps of marketing as well as target market segmentation analysis and demonstrate your use of any other marketing concepts you have learned in the course that you feel support your ideas.

Some issues to consider may include:  relationship building, accessibility, service, customer needs satiation, differentiation, etc..

Use marketing concepts learned in the course to explain your rationale as well as relevant external research.

--------------

 

Video Case 2: Going Smokeless - SNUS

Watch the following CBS news video:

http://www.cbsnews.com/video/watch/?id=6362540n

It is recommended that you Take the position of the VP of Marketing of a Canadian Tobacco Manufacturer and determine the value of using SNUS as a new product offering while considering the Canadian regulations hindering advertising.

Suggestion discussion areas:
Utilize such concepts as market positioning and target market segmentation strategies and describe how you would have to position in order to reach an identified primary target market. What marketing risks could you experience and what initiatives should you take to mitigate those risks? How would you reach your market? Discuss or consider how this might maximize or profitability without cannibalizing current market share.

Use marketing concepts learned in the course to explain your rationale as well as relevant external research.

--------------

 

Video Case 3: Shop Kick - Gimmick or Essential Marketing Tool?

Watch the following three videos regarding the new Shop Kick Smartphone App.:

SHOP KICK APP

http://www.youtube.com/watch?feature=endscreen&NR=1&v=sqkvBUeyU4g

Shop Kick in action

http://www.youtube.com/watch?feature=endscreen&NR=1&v=43TizcufVkQ

Shop Kick APP Preview

http://www.youtube.com/watch?NR=1&feature=endscreen&v=esAPuqCQ5Z8

 

It is recommended that you take the position of a local Canadian Retailer that has just become aware of the ability to use Shop Kick within your retail environment to stimulate sales. Develop and devise a viable strategy for increasing sales to a particular market segment whereby the use of Shop Kick is most appropriate.

Suggestion discussion areas:
Be sure to address both the risks and advantages of employing such a marketing tool. Consider the 4Ps of marketing as well as target market segmentation analysis and demonstrate your use of any other marketing concepts you have learned in the course that you feel support your ideas. You may also want to consider how this positions yourself better in the marketplace compared to alternative competitive choices.

Use marketing concepts learned in the course to explain your rationale as well as relevant external research.

-------------

 

See you December 12 at 9AM ready to write (pen and reference sheet in hand).