Attachment # 00008240 - Assignment_2.docx
Assignment_2.docx (16.33 KB)
Raw Preview of Attachment:
(refer to the detailed question and attachment below)
Assignment 1For each question below, try to find at least one related outside scholarly reference using the university’s online library resources available to you from the main online learning platform home page.  Be sure to properly cite your sources, both in-text and with a reference list at the conclusion. If you use an online source to support your answers, you must provide a properly formatted link to the source. You may use MLA, APA, or Chicago citation formats, but be consistent and make sure your sources are credible.  In most cases, your responses should not exceed 800 words. Assignment Questions (Case Study: Red Bull)  The Red Bull case describes the history of the Red Bull brand with an emphasis on how the brand had stimulated and harnessed word-of-mouth to build a new category (functional energy drinks) and a brand franchise. 1.     What created Red Bull’s success? Where is the core franchise and benefit? Has the product’s positioning changed over time? What is the role of alcohol mixing to Red Bull’s success? 2.     What is Red Bull’s success formula? For which kind of product/beverage categories will this formula work? How does Red Bull know when to turn on the advertising? What metrics would you use to make this judgment? 3.     Assume tough competition is coming. How can Red Bull protect its franchise? What actions would you recommend?(Case Study: EMR Innovations)  Eric and Mary Reynolds operate an RV repair shop and are avid RVers themselves. Because of their familiarity with RVs, they have developed the Lock-Awn Anti-Billowing Device, which they believe is a superior alternative to other existing fixes for a common problem with RVs. In addition to the Lock-Awn, they would like to develop and sell other new products that address additional RV problems on a regular basis through their new company, EMR Innovations. Eric and Mary believe they have a sure winner in the Lock-Awn product, but they must decide on a marketing strategy as the next step in the process to consider whether or not the Lock-Awn and EMR Innovations, for that matter, are viable. In order to make this decision, Eric and Mary review their information about potential customers, competitors, and possible distribution strategies to identify potential target markets and positioning strategies. 1.     Evaluate the market attractiveness for EMR Innovations using industry analysis tools. 2.     Identify potential target markets for the Lock-Awn Anti-Billowing Device, using a five-step process of determining segment (1) needs; (2) identification; (3) attractiveness; (4) profitability; and (5) positioning. 3.     Determine the sales of the Lock-Awn (in units and revenue) needed to break even and the payback period for the initial capital investments, for both the “more-for-more” and “more-for-less” niche. (Hint: Assume the Reynolds borrow $200,000 at 8 percent interest to be paid back in two annual payments. Further assume that the Reynolds incur maximum marketing expenses. For breakeven analysis, use straight-line depreciation method over 3, 5, and 7 years, respectively, for mold and tooling, office equipment, and assembly and packing equipment.)  What is the impact on break-even if sales are higher than expected by 25 percent? Lower by 25 percent? What is the impact on break-even if sales are higher than expected by 50 percent? Lower by 50 percent? How likely is it that EMR Innovations can break even and recover its investment costs? Assignment 2The following Assignments should be completed and submitted to the course faculty via the learning platform for evaluation and grading. Submit your responses to these questions in one WORD document.  List the question first, and then your response.For each question below, try to find at least one related outside scholarly reference using the university’s online library resources available to you from the main online learning platform home page.  Be sure to properly cite your sources, both in-text and with a reference list at the conclusion. If you use an online source to support your answers, you must provide a properly formatted link to the source. You may use MLA, APA, or Chicago citation formats, but be consistent and make sure your sources are credible.  In most cases, your responses should not exceed 700 words.  Assignment Questions (Case Study: Wal-Mart Stores, Inc.)  The case lays out Wal-Mart’s corporate history and phenomenal growth record, its strategy to become the largest discount retailer in the world, the company’s approaches to strategy execution, and the transformative initiatives that CEO Lee Scott launched to curtail media bashing of Wal-Mart. There’s a detailed rundown of all the things that Wal-Mart has done to implement its strategy in near-perfect textbook fashion. And there’s a portrayal of Sam Walton’s leadership style, why he was the driving force behind Wal-Mart’s success, and how his beliefs, philosophies, and values were instrumental in creating a strategy-supportive corporate culture at Wal-Mart.  1.     What impresses you about this company? What aspects of Wal-Mart do you find unimpressive? What accounts for Wal-Mart’s success? Is it a great strategy, superb strategy implementation and execution, or great leadership? 2.     How would you characterize Wal-Mart’s strategy? What are the chief components of its strategy? 3.     Can the company continue to be successful? What issues does management need to address? What needs to be on Lee Scott’s “worry list”?(Case Study: Schwinn Bicycles.) http://docslide.us/documents/section-5-case-group-e.html This case discusses the situation facing the management of Schwinn Bicycles in 1995. The company has a product line with a broad price range and an image that appeals to the older market but less so to younger, high-tech oriented mountain bikers. The challenge in the case is to evaluate the situation, the pricing strategy and the decision to invest $50 million in the company. 1.     Evaluate Schwinn’s strategy of selling bikes for prices from $100 to 2,500. 2.     Evaluate Zell/Chilmark’s decision to invest $50 million in Schwinn. What did it get for its money? Calculate the breakeven and payback period for this investment given the following assumptions: Schwinn has 4 percent of the retail bike market: Schwinn bikes are marked up an average of 20 percent at retail: Schwinn has a 25 percent profit margin on its bikes. EpilogueShortly after this case was written, Schwinn merged with GT Bicycles and formed the Schwinn/GT Corporation. A force in bike technology, innovation and production development, Schwinn/GT Corporation became the dominant force in bikes and accessories through the independent bicycle dealer channel. However, the company eventually filed for bankruptcy in 2001. On September 11, 2001, Pacific Cycle, the nation’s largest importer of quality bicycles, purchased the Schwinn/GT Corporation out of bankruptcy court and united it with the company’s other bike lines like Mongoose, Mongoose Pro, Roadmaster and Pacific. Schwinn moved into mass retailers in 2002. In 2004, Dorel Industries, Inc., a global consumer products company, purchased Pacific Cycles. Pacific Cycles now operates as a division of Dorel and is headquartered in Madison, Wisconsin. In the same year, Schwinn introduced an updated Sting Ray Series and sold 600,000 of them in less than a year’s time. In May 2005, Schwinn introduced a motorized version of the Sting Ray with a suggested retail price of $399. This bike has an electric motor in the rear hub and can reach speeds of 14 miles per hour. The brand that Ignaz Schwinn founded in 1895 continues to survive. For more on Schwinn, go to www.schwinnbike.com.
Tutorials for this Question
  1. nanasy
    Tutorial # 00136152 Posted By: nanasy Posted on: 11/27/2015 12:26 PM
    Puchased By: 4
    Tutorial Preview
    in the Uk and the US. The mother company is ...
      Get the Solution
    Attachments
    Case_Study_ASSIGNMENT_QS._.docx (18 KB)
  2. nanasy
    Tutorial # 00137438 Posted By: nanasy Posted on: 11/29/2015 11:02 AM
    Puchased By: 3
    Tutorial Preview
    drinks. The company adopted the strategy to maintain a premium ...
      Get the Solution
    Attachments
    Case_Study_ASSIGNMENT_QS._.docx (21.98 KB)
Whatsapp Lisa