What overall trends were taking place

Assignment Help Marketing Research

Reference no: EM133651513

Assignment

How to analyze a case (Note, this is for your preparation of a case for class discussion; for Assignments you only need to answer the assignment questions that have been provided to you as they will be used as the basis for case discussion):

What's the problem? (Common marketing problems include: Should the firm enter or not enter a business area [go-no go decisions], choice of entering one area or another area (product decisions; market decisions), which (and how many) customer group(s) to target, how to retaliate against or attack competition (proactively/ defensively), how to position a brand, whether to conduct market research, and if so what type of research to conduct, how to allocate the budget between various promotional media or sales, decisions regarding changes or continuation in distribution channels, brand names, what price(s) to charge, what type of advertising to run, media decisions, etc.).

What are the decision alternatives? (These are usually implicitly or explicitly provided in the case, but you should feel free to go beyond those given).

What are the company's strengths and weaknesses? (Examples of areas that could be strengths or weaknesses include: brand name, customer franchise, costs of production, experience, suppliers, distribution channels, financials, technology, operations, etc.)

What are the environmental opportunities and threats? (These include changes in the overall environment, such as changes in the economy, socio-political climate, customer demographics, government regulations, consumer attitudes, competitive environment, technology, globalization, etc.).

How can one assess the pros and cons of each decision alternative against the backdrop of company strengths/ environmental opportunities, keeping competitive considerations in mind? These include quantitative analyses such as short-term and long-term breakeven analysis, the profitability of different decisions, and sensitivity of profitability to alternate scenarios depending on assumptions about unknown variables (e.g., market size); as well as qualitative analyses such as fit with the company strengths, fit with existing opportunities, the likelihood of competitive retaliation etc.

THEN make a decision. (Justify it in terms of the analysis above - NOT the other way round). Ideally, a chosen decision should be justified in terms of whether (and how) it leverages the company's strengths and environmental opportunities better than the other options available.

There are no right or wrong decisions, just incomplete or complete analyses.

Be prepared to discuss and participate in the class discussion of this case.

A. What overall trends were taking place at the time that affected this category? How might these trends affect marketing decisions?

B. How do wine brands in this category typically communicate with their target audience? Give examples of two of Franzia's competitors in your answer.

C. Which, if any, of the storyboards represents the best path forward for Franzia? Provide evidence for your choice.

D. Should TWG executives request Mekanism to make additional options? Why or why not? What option(s) would you recommend?

E. Depending on the creative direction ultimately selected, how should Mekanism propose to allocate the 2.0 marketing budget across media options? Justify your answer.

F. More broadly, could Mekanism and the "Franz for Life" campaign help Franzia become an iconic brand? What supports your perspective?

Reference no: EM133651513

Questions Cloud

What will happen to rivalry among the cafes : hen would rivalry likely be lower? There are only two small cafes. What will happen to rivalry among the cafes if a 30-story condo is built in the community?

Which alternative best expresses their example : Last night they became convinced that a dish contained meat even when it did not. Which alternative best expresses their example in signal detection terms?

What is a solution that could be implemented in order : If it is the year 1973 and we are writing to a politican about the topic of passing the Rehabilitation Act of 1973 What is a solution that could be implemented

Describe the three things that defined andrew jacksons : Describe the three things that defined Andrew Jackson's administration and how he changed the office of the presidency. Make sure that you analyze

What overall trends were taking place : What overall trends were taking place at the time that affected this category? How might these trends affect marketing decisions?

What arguments and methods did the chinese in america use : What arguments and methods did the Chinese in America use to defend their equal rights and opportunities guaranteed by the U.S. Constitution?

What ethical considerations did the populist : In the late 19th and early 20th centuries, what ethical considerations did the Populist and Progressive reformers make in pushing reforms

Explain the significant historical events : Explain the significant historical events which occurred between 1989 to 2008 and explain how those events shaped the world we live in today.

Describe two possible reasons her qualified business income : Identify and describe two possible reasons her Qualified Business Income deduction might be less than 20% of her share of business income.

User Account

All Pages