MARKETING CASE ANALYSIS & PROBLEM SOLVING PHASE GUIDELINES
[MKTG. 490; Spring 2K6; Dr. Carter]
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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 Out
Introduction:
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 this
second phase is not on simply understanding “WHAT” concepts mean and “HOW” they apply to
marketing. In addition, we now focus on deciding at a detailed level “WHO” is doing the
marketing and being targeted, as well as “WHEN, WHERE, AND WHY” successful market
relationships will result from planned strategies. For each of those factors, we rely on the Wall
Street Journal daily as a trusted source of intelligence. It serves as our “medium” for scanning
and “mapping” the market – because marketing managers are not omniscient. But, the bottom
line is that the second phase moves from knowing and notating the answers to deciding and
doing the strategic marketing techniques that turn problems into solutions.
In order to facilitate a deeper consideration of both the concepts and case situation, in-class
groups are used to spur discussion and allow you to spar with peers over the rationale for case
study choices pertaining to specific marketing planning chapters. These in-class discussions
should 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 kind
of “marketing management huddle” to make sure everyone understands “the strategy play” and
is 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 a
knowledge sharing vehicle and not a knowledge shirking vice, ok?
The focus of all three case-study assignments will be; “Marketing Bakersfield Style (b.Style): A
Meadows Field Fashion Merchandising Makeover.” Using what we know about strategic
landing, planning, and scanning for retail fashion apparel outlets, we will now chart a retail
fashion merchandising “flight plan” to navigate Kern County’s Meadows Field Airport onto the
passenger radar screen as a preferred shopping destination. Members of study groups are
expected to share information and informal research related to the present and potential future
Meadows Field terminal characteristics. Likewise, in-class discussion should consider for how
assigned concept techniques can be applied to achieve the desired “Fashion Merchandising
Makeover” possibilities. However, the precise path chosen for “Bakersfield Travel Style,” as
well as the particular changes created by applying marketing strategy techniques, must be the
original work product done by individual students.
Our Wall Street Journal “daily scan” will not necessarily provide articles on Kern County or
Meadows Field Airport, but it will “map” the market of supply and demand forces relating to
every 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 their
demand for knowledge with the Wall Street Journal’s intelligence supply, and those who engage
in marketing decision making with far less competent knowledge exchange. The three case-study
assignments are itemized based on both required text chapter concepts and the “Meadows Field
Fashion Merchandising” deliverables on the following page.
UP, UP, AND AWAY!!! 
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MARKETING CASE ANALYSIS & PROBLEM SOLVING PHASE GUIDELINES
[MKTG. 490; Spring 2K6; Dr. Carter]
“Marketing the Bakersfield Style (b.Style):
A Meadows Field Fashion Merchandising Makeover
1. 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 Wall
Street Journal as a coded “media space” map for scanning “real world” market dynamics
2. 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” marketing
research/information system and demand forecasting tasks.
b) Perform “broad secondary information assessment” to discover present facts
about Meadows Field Airport (packet) and “explore” the potential future retail
apparel possibilities (WSJ). The Wall Street Journal should be your primary
guide to relevant trends impacting the retail fashion merchandising opportunities
at Meadows Field Airport. In addition, material in this case analysis packet can
be 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 also
serve as “indicators” in the “demand forecasting” model that you must compose.
d) Complete a “primary marketing research” plan by following each step of
Figure 4.1, the Marketing Research Process. If desired, you may use
members of the class or other CSUB students as a small “sample” for
collecting data after determining the specific “research problem,”
“hypothesis,” and “research plan.” Describe your “analysis,” “findings,”
and “decision recommendations” stages of the MR process after speculating
on the expected data results. This documented analysis of primary data from
student samples can then be extended to the broader market based upon
your “demand forecasting” index in step “e.”
e) Compose a “future market demand forecasting model” using techniques
described in chapter 4, and the spreadsheet template provided on the course
website. First establish a marketing planning decision contingency should be
established and stated in “if/then” terms with respect to the level and conditions
for market demand forecasted by your model. This model should be formulated
using the Wall Street Journal trends identified, as well as data index components
that can be identified using a “Google” search.
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MARKETING CASE ANALYSIS & PROBLEM SOLVING PHASE GUIDELINES
[MKTG. 490; Spring 2K6; Dr. Carter]
“Marketing the Bakersfield Style (b.Style):
A Meadows Field Fashion Merchandising Makeover
3. CASE #2: Chapters 5, 9 & 6 (7 optional): Customer/Brand Value & Cognitive Space
[15 Points – WED. 4/26 & MON. 5/1 -- DUE THURSDAY May 4th (by e-mail)]
a) Read text chapters 5 & 9 to understand the “relationship” between customer value
(ch.5) and brand value (ch.9)
b) Read text chapter 6 to analyze the external stimuli acting upon, and the internal
stages activated within, the individual consumer’s cognitive space.
c) Continue to rely on your decision intelligence findings from Case #1 – including
daily Wall Street Journal “scans” -- to inform decisions and concept applications
for Case #2.
d) Use concepts in Chapter 5 to explain the typical Meadows Field Airport traveler’s
“Customer Perceived Value” for a retail fashion shopping experience, as
compared with the potential “Customer Delivered Value” [Figure 5.2], in terms of
achieving “Total Customer Satisfaction” – such as might be achieved at the
airports in Orange County, Reno, or Vancouver [see material in packet and use a
diagram to respond to this item]?
e) Which two (2) “Pepper’s & Rogers” CRM determinants [pp. 153-154] would you
recommend for your Meadows Field Airport shop to pursue “Customer
Relationship Management” [see chapter 5]. Also, specify exactly how CRM is
created by describing your shop’s plans for customers at each level of the “Brand
Resonance Pyramid” [Figure 9.2]?
f) How would you describe the detailed profile of the typical regional airport “style
shopper” using Chapter 6 “Influences on Customer Behavior” – Cultural, Social,
Personal, Psychological [choose one factor]?
g) Explain how the typical regional airport “style shopper” is likely to proceed
through each stage of the “Customer Buying Process” [see Figure 6.4 and use
specific text concepts as well as a diagram to chart to cognitive processes at each
stage of the decision process]?
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MARKETING CASE ANALYSIS & PROBLEM SOLVING PHASE GUIDELINES
[MKTG. 490; Spring 2K6; Dr. Carter]
“Marketing the Bakersfield Style (b.Style):
A Meadows Field Fashion Merchandising Makeover
4. CASE #3: Chs. 8 & 10 Segmentation, Market Targeting, Positioning, & Differentiation
[15 Points – WED. 5/3 & MON. 5/8 -- DUE FRIDAY May 12th (by e-mail)]
Completing strategic planning through the ability to create and develop “real world” market life
a) Using Chapter 8 lessons, explain HOW the “Level of Segmentation” [Figure 8.1] and
specific “Segmentation Variables” [Table 8.1] support the target customer profile
from “Case #2” for the regional airport “style shopper.
b) Explain which “Market Targeting Strategy” [Figure 8.6] is likely to establish Meadows
Field’s strategic capability to deliver the particular “value proposition” [Table 10.1]
that they should create for the retail fashion merchandising market.
c) Using the “positioning” concepts from chapter 10, explain HOW to pair specific
“Point(s) of Parity” (POP) and “Point(s) of Difference” (POD) to distinguish Meadows
Field fashion apparel merchants in the minds of “style shoppers” [Table 10.2] and
construct a “perceptual map” [see Positioning website link] to demonstrate that strategy.
d) Determine which “differentiation” strategy Meadows Field Airport should implement to
sustain the growth and viability of “Bakersfield Style (b.Style)” in the minds of travelers
and other “style-shopping” customers.
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MARKETING CASE ANALYSIS & PROBLEM SOLVING PHASE GUIDELINES
[MKTG. 490; Spring 2K6; Dr. Carter]
“Marketing the Bakersfield Style (b.Style):
A Meadows Field Fashion Merchandising Makeover
*** Review for “Shops,” “Exhibits/Art,” “Services,” & “Retail Amenities” ***
www.meadowsfield.com
Meadows Field [Kern/Bakersfield]
http://www.kedc.com/page.asp/csasp/DepartmentID.79/cs/SectionID.486/cs/PageID.1650/csasp.html
Ray Bishop Kern County Director of Airports
www.fltplan.com/AirportInformation/KBFL.htm
Meadows Field Airport Specifications
www.csub.edu/csubnews/cstoday/fall05/page19.htm
CSUB Alumni Marketing Manager Kern County Airports
http://www.sjc.org/
Mineta San Jose International Airport
*** BEST OF CLASS ***
** PLANNING BENCHMARKS **
www.fresno.com/flyfresno/
Fresno Yosemite
www.ocair.com/
John Wayne Orange County
www.renoairport.com/
Reno, Nevada
www.cabq.gov/airport/
Albuquerque, New Mexico
www.yvr.ca/
Vancouver, British Columbia Canada
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