instructions for role-play team case ROLE-PLAY TEAM CASE EXERCISE 1: BIRMINGHAM HILL CHEESE COMPANY This role-play team case exercise is designed to simulate actual marketing decision making in the real world. Students take on assigned roles and then participate in a team discussion of the case. Preparation Break the class into teams of 5. The entire team should read the Background section. Each student will take on a role of a particular employee within the organization. Even though all of the roles are printed in the textbook, each student should focus on only his/her assigned role and represent that person. We realize that some students might try to read all of the roles, but when they break into teams, they should only make comments based on their assigned roles. The roles for Birmingham Hill Cheese Company are: Ted Yancey, Co-Owner Delilah Yancey, Co-owner Skylar Donaldson, Operations Manager Ana Vigil, Promotion Manager John McDougall, Lawyer and Business Advisor Team Meeting Students should try to accurately represent the motivations and interests of their individual roles during a team discussion (15-45 minutes depending on class activities). Teams should discuss each of the issues in the case and complete any activities mention in the Background section. The issues for Birmingham Hill Cheese Company include: A rival cheese maker may be coming out with a cheese identical to what Birmingham Hill was selling. Birmingham Hill cannot meet the increase in demand at its current levels of production and have been forced to delay shipments to stores. Birmingham Hill’s funds are strained from its rapid expansion, so it is unable to hire enough people to make up for the shortage If the shortages continue, then Whole Foods will eliminate the brand from its shelves. This case will require students to complete the following activities: Complete a SWOT analysis to identify at least two strengths, opportunities, weaknesses, and threats Identify the target market, the marketing mix, and core competencies Identify ways to match its resources to market opportunities Use this information to create a new marketing strategy for Birmingham Hill. This may be used solely as an in-class activity, or students can finalize reports outside of class. Class Discussion (optional) After the team meetings, instructors may choose to have teams discuss their findings and solutions with the class. Students may also want to talk about some of the interpersonal dynamics in their teams and their experiences as they worked toward a solution. ROLE-PLAY TEAM CASE EXERCISE 2: NATIONAL FARM AND GARDEN INC. This role-play team case exercise is designed to simulate actual marketing decision making in the real world. Students take on assigned roles and then participate in a team discussion of the case. Preparation Break the class into teams of 5. The entire team should read the Background section. Each student will take on a role of a particular employee within the organization. Even though all of the roles are printed in the textbook, each student should focus on only his/her assigned role and represent that person. We realize that some students might try to read all of the roles, but when they break into teams, they should only make comments based on their assigned roles. The roles for National Farm and Garden are: Divisional Vice President Director of Product Development Directing of Manufacturing Director of Sales Vice President of Public Relations Team Meeting Students should try to accurately represent the motivations and interests of their individual roles during a team discussion (15-45 minutes depending on class activities). Teams should discuss each of the issues in the case and complete any activities mention in the Background section. The issues for National Farm and Garden include: Owners are not operating Turbo Tillers with safety shields, despite warnings in the product documentation, warning labels on the shield, and modifications that are covered by the factory warranty. Over the last year, a number of farm animals have been killed by Turbo Tillers being operated without the guard. Two weeks ago, a 7-year-old boy fell off a Turbo Tiller, resulting in an amputated arm. A Nebraska newspaper ran a front-page story about the boy’s accident. This case will require students to complete the following activities: Use this information to create a plan of action for National Farm and Garden. Students should include Immediate Actions, Short-Term Actions (less than six months), and Long-Term Actions (more than six months). This may be used solely as an in-class activity, or students can finalize reports outside of class. Class Discussion (optional) After the team meetings, instructors may choose to have teams discuss their findings and solutions with the class. Students may also want to talk about some of the interpersonal dynamics in their teams and their experiences as they worked toward a solution. ROLE-PLAY TEAM CASE EXERCISE 3: SEASCAPE COMMUNICATIONS This role-play team case exercise is designed to simulate actual marketing decision making in the real world. Students take on assigned roles and then participate in a team discussion of the case. Preparation Break the class into teams of 5. The entire team should read the Background section. Each student will take on a role of a particular employee within the organization. Even though all of the roles are printed in the textbook, each student should focus on only his/her assigned role and represent that person. We realize that some students might try to read all of the roles, but when they break into teams, they should only make comments based on their assigned roles. The roles for Seascape Communications are: Morgan Stanton, Chief Executive Officer Dylan Wilder, Public Relations Director Stacy McDougall, Chief Marketing Officer Lyle Patrecco, Marketing Research Director Randy Cho, Operations Manager Team Meeting Students should try to accurately represent the motivations and interests of their individual roles during a team discussion (15-45 minutes depending on class activities). Teams should discuss each of the issues in the case and complete any activities mentioned in the Background section. The issues for Seascape Communications include: Seascape is facing increased competition from other smartphone companies, and the Wave cannot compare with its rivals. The Wave managed to barely hang on due to its popularity with large business customers. With shares lower than they have ever been, a takeover of Seascape Communications is a possibility. Seascape is heavily engaged in a variety of market research activities to help it determine its next steps. This case will require students to complete the following activities: Use early findings from exploratory research to determine how to improve marketing strategies. Recommend the appropriate target market for Seascape. Develop a list of recommendations the company can take to save Seascape from extinction. Students should include Immediate Actions, Short-Term Actions (less than six months), and Long-Term Actions (more than six months). This may be used solely as an in-class activity, or students can finalize reports outside of class. Class Discussion (optional) After the team meetings, instructors may choose to have teams discuss their findings and solutions with the class. Students may also want to talk about some of the interpersonal dynamics in their teams and their experiences as they worked toward a solution. ROLE-PLAY TEAM CASE EXERCISE 4: PARCEL INTERNATIONAL EXPRESS This role-play team case exercise is designed to simulate actual marketing decision making in the real world. Students take on assigned roles and then participate in a team discussion of the case. Preparation Break the class into teams of 5. The entire team should read the Background section. Each student will take on a role of a particular employee within the organization. Even though all of the roles are printed in the textbook, each student should focus on only his/her assigned role and represent that person. We realize that some students might try to read all of the roles, but when they break into teams, they should only make comments based on their assigned roles. The roles for Parcel International Express are: Casey Evans, Manager of Customer Relationship Management Robin Maignan, Vice President of Marketing Loren Chanchey, Vice President of Operations Sidney Dolce, Vice President of International Marketing Terry Nely, Customer Service Manager Team Meeting Students should try to accurately represent the motivations and interests of their individual roles during a team discussion (15-45 minutes depending on class activities). Teams should discuss each of the issues in the case and complete any activities mentioned in the Background section. The issues for Parcel International Express include: PIE has fallen behind its competitors, even its business customers. Its market share in this industry also appears to be decreasing. PIE is ranked as one of the worst shipping companies for customer service, and even loyal PIE customers say that they are considering alternative shipping companies if this problem is not addressed. Consumers from developing countries are often choosing low cost domestic postal carriers rather than PIE. PIE is struggling to comply with the many different regulations in international markets. There has been news of potential misconduct among PIE’s joint venture partners. One of PIE’s top sales managers is suspected of bribing government officials in China, Russia, and Mexico. If true, this could subject the company to serious penalties. PIE managers are carefully considering ways to add social media to their advantage. However, the company is unsure how to implement a digital marketing strategy. This case will require students to complete the following activities: Develop a plan for improving customer relationships, dealing with employee issues related to payment of bribes, and developing ideas for a digital marketing strategy. The goal is to make recommendations for immediate action and a longer-term strategic approach toward improving marketing related to these areas of concern. This may be used solely as an in-class activity, or students can finalize reports outside of class. Class Discussion (optional) After the team meetings, instructors may choose to have teams discuss their findings and solutions with the class. Students may also want to talk about some of the interpersonal dynamics in their teams and their experiences as they worked toward a solution. ROLE-PLAY TEAM CASE EXERCISE 5: NATURE PURE This role-play team case exercise is designed to simulate actual marketing decision making in the real world. Students take on assigned roles and then participate in a team discussion of the case. Preparation Break the class into teams of 5. The entire team should read the Background section. Each student will take on a role of a particular employee within the organization. Even though all of the roles are printed in the textbook, each student should focus on only his/her assigned role and represent that person. We realize that some students might try to read all of the roles, but when they break into teams, they should only make comments based on their assigned roles. The roles for Nature Pure are: Peter Towne, Product Brand Manager Jim Murray, Production Manager Jennifer Packard, Marketing Manager George Wallis, Quality Control Supervisor Ralph Johnson, Supervisor of Distribution and Shipping Team Meeting Students should try to accurately represent the motivations and interests of their individual roles during a team discussion (15-45 minutes depending on class activities). Teams should discuss each of the issues in the case and complete any activities mentioned in the Background section. The issues for Nature Pure include: Nature Pure has many new competitors, and market share has been dropping. Managers who do not meet the company’s profitability goals would face potential termination, placing enormous pressure on managers. Product Brand Manager Peter Towne was determined to meet the growth goals and told his team that they would do whatever it took to succeed. Production Manager Jim Murray and Towne decided to begin using a new less-expensive concentrate as their key ingredient. They decided not to alert consumers or change product labels since the ingredient was deemed to be identical to the original and because this knowledge might tarnish their brand image. Ten weeks after the decision, the quality control manager found something that looked like an artificial ingredient. He feared it might be a chemical additive, which would contradict the brand’s claim of being “natural” and could have legal implications. However, when he expressed his concerns to Jim Murray, he was turned away. An external “watch dog” group has contacted the CEO and is meeting to share evidence that Nature Pure contains artificial ingredients. This case will require students to complete the following activities: Come up with an action plan to address product quality, labeling, misrepresentation of the ingredient’s purity, and concerns about external watchdog groups that are claiming Nature Pure is using artificial ingredients. Make recommendations for immediate action and a longer-term strategic approach toward improving marketing related to these areas of concern. This may be used solely as an in-class activity, or students can finalize reports outside of class. Class Discussion (optional) After the team meetings, instructors may choose to have teams discuss their findings and solutions with the class. Students may also want to talk about some of the interpersonal dynamics in their teams and their experiences as they worked toward a solution. ROLE-PLAY TEAM CASE EXERCISE 6: REDRIVERSHOPS.COM This role-play team case exercise is designed to simulate actual marketing decision making in the real world. Students take on assigned roles and then participate in a team discussion of the case. Preparation Break the class into teams of 5. The entire team should read the Background section. Each student will take on a role of a particular employee within the organization. Even though all of the roles are printed in the textbook, each student should focus on only his/her assigned role and represent that person. We realize that some students might try to read all of the roles, but when they break into teams, they should only make comments based on their assigned roles. The roles for RRS.com are: Vice President of Communications President, Chief Executive Officer, and Founder Vice President of Operations and General Manager Vice President of Marketing Chief Financial Officer Team Meeting Students should try to accurately represent the motivations and interests of their individual roles during a team discussion (15-45 minutes depending on class activities). Teams should discuss each of the issues in the case and complete any activities mentioned in the Background section. The issues for RRS.com include: RedRiverShops.com has yet to show a profit due to high start-up costs and faces intense competition from Amazon.com and eBay. Because acquiring additional financing has become increasingly difficult, RRS.com needs to break even in the next two and a half years. The CEO developed an opportunity for a possible merger with ASMP, a major developer of traditional shopping malls. Merging a popular e-commerce portal with a successful shopping mall operator could create the ultimate “clicks-and-bricks” marriage. Issues associated with the integration of distribution and other marketing functions is a key consideration in the merger decision This case will require students to complete the following activities: Discuss the advantages, disadvantages, or even the feasibility of merging RSS.com with ASMP malls. Approve or disapprove the proposed merger and provide your reasoning. This may be used solely as an in-class activity, or students can finalize reports outside of class. Class Discussion (optional) After the team meetings, instructors may choose to have teams discuss their findings and solutions with the class. Students may also want to talk about some of the interpersonal dynamics in their teams and their experiences as they worked toward a solution. ROLE-PLAY TEAM CASE EXERCISE 7: SHOCKVOLT ENERGY DRINK This role-play team case exercise is designed to simulate actual marketing decision making in the real world. Students take on assigned roles and then participate in a team discussion of the case. Preparation Break the class into teams of 5. The entire team should read the Background section. Each student will take on a role of a particular employee within the organization. Even though all of the roles are printed in the textbook, each student should focus on only his/her assigned role and represent that person. We realize that some students might try to read all of the roles, but when they break into teams, they should only make comments based on their assigned roles. The roles for Shockvolt are: Public Relations Manager Advertising Manager Social Media Manager Vice President of Marketing Sales Manager Team Meeting Students should try to accurately represent the motivations and interests of their individual roles during a team discussion (15-45 minutes depending on class activities). Teams should discuss each of the issues in the case and complete any activities mentioned in the Background section. The issues for Shockvolt include: Promotions for energy drinks are becoming more extreme, and Shockvolt is starting to appear corporate and not as edgy as its competitors. Recently Shockvolt has faced criticism because of the health risks associated with its products, especially while exercising or consuming alcohol. Shockvolt sponsors athletic events, but several athletic organizations have released recommendations that Shockvolt and other energy drinks should not be used for hydration or to enhance performance due to their health risks. In the last year, Shockvolt’s market share dropped 7 percent. Executive leadership believes that the company’s marketing strategies are no longer successful. Some employees believe that the marketing communications are no longer integrated, and others believe that the company is not attracting new customers. This case will require students to complete the following activities: Reevaluate Shockvolt’s marketing strategy and decide how to improve the company’s promotions. Address all four possible elements of a promotion mix (advertising, personal selling, sales promotion, and public relations). This may be used solely as an in-class activity, or students can finalize reports outside of class. Class Discussion (optional) After the team meetings, instructors may choose to have teams discuss their findings and solutions with the class. Students may also want to talk about some of the interpersonal dynamics in their teams and their experiences as they worked toward a solution. ROLE-PLAY TEAM CASE EXERCISE 8: CLEAN TECHNOLOGIES INC. This role-play team case exercise is designed to simulate actual marketing decision making in the real world. Students take on assigned roles and then participate in a team discussion of the case. Preparation Break the class into teams of 5. The entire team should read the Background section. Each student will take on a role of a particular employee within the organization. Even though all of the roles are printed in the textbook, each student should focus on only his/her assigned role and represent that person. We realize that some students might try to read all of the roles, but when they break into teams, they should only make comments based on their assigned roles. The roles for Clean Technologies are: Dana Lewis, Marketing Manager Marty Byrne, Director of Research and Development Kay Oliver, General Council Randy McAdams, Chief Financial Officer and Pricing Administrator Kyle Sanders, Vice President of Sales Team Meeting Students should try to accurately represent the motivations and interests of their individual roles during a team discussion (15-45 minutes depending on class activities). Teams should discuss each of the issues in the case and complete any activities mentioned in the Background section. The issues for Clean Technologies include: The company makes three products: Slab Clean (for industrial use), Pet Fresh (for use with pets), and Baby Fresh (for use on babies). Each product has its own set of instructions and is sold in different containers and at different prices. Several consumer advocate groups are reporting that some consumers are buying Slab Clean and Pet Fresh as a replacement for Baby Fresh despite clear labels and instructions. An investigative news program 1-Hour is going to do a story on this issue in the next several weeks. This case will require students to complete the following activities: Create a plan for Clean Technologies to resolve these issues, especially any relationships between pricing, size of containers, and consumer perceptions leading to product misuse. Recommendations should be classified as immediate, short term (less than 3 months), and long term (more than 3 months). This may be used solely as an in-class activity, or students can finalize reports outside of class. Class Discussion (optional) After the team meetings, instructors may choose to have teams discuss their findings and solutions with the class. Students may also want to talk about some of the interpersonal dynamics in their teams and their experiences as they worked toward a solution. Solution Manual for Foundations of Marketing William M. Pride, O. C. Ferrell 9781305361867, 9781305405769, 9780357033760
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