Case Study: New Product in an International Market - Due 10/18/2018

Outline Due 10/4/2018 - Working classes 9/27/2018, 10/4/2018, & 10/11/2018

Develop a creative marketing campaign for the global expansion of a retailer through a new product launch. Considering your target customer, what marketing tactics would you deploy to maximize awareness of your launch and engagement with the brand in your new international market?

- Create a customer profile
- Decide what existing product you want to launch and with whom (which retailer)
- Create a marketing campaign to target your market

• Marketing campaign is a planned sequence of activities and processes which promote an individual product, service, or resources. A multitude of channels are used and coordinated to deliver effective results.

Deliverables:

• Cover Page

• 2 – 3 pages of text
• Appendix
• Includes pictures or graphs and charts
• Properly formatted Reference page
• MLA Documentation - at least 3

Learning Objectives

Case studies provide the opportunity to apply and practice analytic, evaluative, and communication skills. As a result of the Case Study Method, students will demonstrate their ability to:

• Diagnose and articulate a problem or issue related to retail consumers.
• Analyze and critically evaluate alternative solutions to the particular problem or issue.
• Present ideas/solutions and justifications for those ideas/solutions
• Listen and express and defend thoughts to others.
• Think like a professional in the fashion industry.

Student Guidelines: Writing a Case Study Analysis 

Case Study Analyses should include headings. Three (or more) supporting references must be included. This may be the textbook, journal articles, and/or appropriate website information. Cite all work using MLA formatting for citations within the written document and in the Bibliography.

Evaluation of Case Study Analysis: Grading Criteria

Case Study Analyses will be evaluated based on the following criteria:

• Care with which facts and background knowledge are used
• Demonstration of the ability to clearly identify and state problems and issues
• Use of appropriate analytic techniques in identifying feasible solutions/plans of action
• Evidence of sound logic/argument
• Consistency between analysis and recommendations
• Ability to formulate reasonable and feasible recommendations for action

THE WORKING RELATIONSHIP

THE WORKING RELATIONSHIP

CONSUMER BEHAVIOR AND THE FASHION CONSUMER

CONSUMER BEHAVIOR AND FASHION LINK

Click the above link for review of today's lecture

NEWS ARTICLE DIRECTIVE

Directions: Complete one Article Summary for each article read.  Remember to submit a copy of the article at the end of the summary. 

Include the following in your summation.

v     Summary Information

w        Briefly state the main idea presented in this article:

w        Summarize the most important information, ideas, facts, etc. presented in this article (1 - 2 paragraphs)

v     Personal Reaction

w        What was the most surprising/interesting thing in this article? 

 w        What other keywords/topics for further research did you find reading this article to contribute to marketing?
(1 -2 paragraphs)

• Draw a conclusion about the article - is it a good or bad idea?

                    (1 paragraph)

v         Bibliographic Information - Submit in MLA format (Last Page)

REMEMBER: THIS IS ACADEMIC WRITING - DO NOT RESPOND TO ARTICLES WITH

• I THINK...
• I FEEL...
• I BELIEVE...

You will lose points (I already know this is your thoughts, feelings, and beliefs about what you read)

Here are some additional questions to consider while reading:


How much does the text agree or clash with your view of the world, and what you consider right and wrong? 

Use several quotes as examples of how it agrees with and supports what you think about the world, about right and wrong, and about what you think it is to be human.   Use quotes and examples to discuss how the text disagrees with what you think about the world and about right and wrong. 
    
How well does it address things that you, personally, care about and consider important to the world? How does it address things that are important to your family, your community, your ethnic group, to people of your economic or social class or background, or your faith tradition?  If not, who does or did the text serve? Did it pass the "Who cares?" test?  

Use quotes to illustrate.

TARGET YOUR CUSTOMER DUE 9/13/2018

1. Visit a retail store that sells designed goods

 - jewelry

 - clothing

 - appliances

 - furniture

2. Identify a specific item and the audience that is most likely being targeted. 

3. Name a few ways to modify the item so that it would appeal to a completely different age group and create a consumer profile for them.

4. Why do you feel these innovations will work?

5. Relate your findings to the class in a 5-minute PowerPoint presentation.

Presentation must include the following:
 - Introduction
 - Pictures of the store you visited and location
 - The initial targeted market
 (a picture of who she or he might be)

• Remember the target market for the product has one identity only and does not include everybody. Be very specific - you can even give her or him a name.

 - The changed/altered target market - again, be very specific and give them a name
 - Reasons for the innovation i.e. change in design or color
 - Conclusion

Welcome to Retail Consumers FALL 2018

TUESDAY - ASSIGNMENT/LECTURE

THURSDAY - NEWSPAPER ARTICLE CLASS DISCUSSION & IN-CLASS WORK ON PROJECTS

News Article Submissions                           20%

Projects/Presentations                                  20%

Final Project                                                40%

Mid Term                                                    10%

Final                                                            10%

                                                                      ________

                                                                           100%

ALSO NOTE - LATE WORK WILL NOT BE ACCEPTED ... THERE WILL ALSO BE NO RETAKES FOR TESTS

PART IV: HOW MARKETERS COMMUNICATE AND CONSUMERS DECIDE

Click the below link for more information on How Marketers Communicate

How Marketers Communicate