NAMES:
GROUP ACTIVITY
DATE:
You are the managers of a marketing firm X. Your clients have approached you
with the following problems. Read the Mini Case Studies and give your
suggested solutions. Always keep in mind the specified Target Market and the 4
P’s related questions, which we ask. Try to make the best possible decisions in
the Marketing Mix in order to solve the cases. To facilitate your brainstorming
and presentation draw a Marketing Mix Model for each Case.
Nike Case
Background
Nike is a high profile athletic apparel and footwear company with constantly rising
sales from the late 70's to the late 80's. Nike dominated the sports shoe and
clothing industry until the mid-90's. In the late 90’s, however, Nike has
experienced difficulties in selling to young consumers, who have purposely
avoided very commercial brands. These young consumers (16-24 yr. old), are
interested particularly in extreme and alternative sports like skateboarding. They
are buying shoes and clothing from newer and younger brands like “Volcom”,
“West 49”, “Baby Phat” and "old-school" companies like Adidas and Levis who
have made a recent comeback.
Challenge
What changes would you suggest for the 4P’s in order to increase Nike’s sales
within the alternative and extreme sports target market?
Solution
Target Market: young customers 16-24 yr. old
Product:
Price:
Place:
Promotion:
NAMES:
GROUP ACTIVITY
DATE:
Mountain High Case
Background
Mountain High Ski resort is one of three major ski resorts in Southern California.
It is dependent upon San Diego, Orange County, and Los Angeles for the
majority of its' season pass and day pass sales. “Mountain High” other two main
competitors who are currently selling more season passes and daily passes
compared to them.
Challenge
What changes would you suggest for the 4P’s in order to increase ticket sales?
Solution
Target Market: young snowboard enthusiasts 16-24 yr. old
Product:
Price:
Place:
Promotion:
Taco Bell Case
Background
Taco Bell is a world-famous Mexican food chain with restaurants all-across the
globe. Their core business relies on food sales from the lunch and dinner fast
food crowd.
Challenge
Because most Taco Bell franchises are open until early morning, the Taco Bell
Corporation wanted to increase traffic to their restaurants in the late evening /
early morning to drive up overall food sales. What would you suggest as a
Marketing Mix model in order to help them out?
Solution
Target market: young nightclub crowd 18-25 yr. old
Product:
Price:
Place:
Promotion: