Marketing Case Study 1

CASE STUDY: CHAPTER 3 & 4

SUBMITTED BY:

DOMINGUEZ, Phoebe Rosemina U.
CHIO, Jessa M.
LU, Keith Japheth
OCAMPO, Patricia Therese V.
PANGAN, Charity U.

SUBMITTED TO:

MR. ANTHONY AGUELO

December 9, 2014
CHAPTER 3 CASE

Use the multiattribute model of evaluation to develop a strategy for reselling the better-grade fabric as the best choice for the new auditorium seating.

Product Information
Characteristics
Higher-grade Nylon Velvet
Lower-grade Vinyl Fabric
Useful Life
10 years
6 years
Comfortability
excellent good Durability excellent good
Moisture
excellent excellent Stain-Resistance excellent excellent
Cost
expensive less expensive

Product Performance Scores (P)
Characteristics
Higher-grade Nylon Velvet
Lower-grade Vinyl Fabric
Useful Life
10
6
Comfortability
10
8
Durability
10
8
Moisture
10
10
Stain-Resistance
10
10
Cost
6
8

Accounting for Relative Importance
Characteristics
Higher-grade Nylon Velvet
Lower-grade Vinyl Fabric

P
I
P x I
P
I
P x I
Useful Life
10
10
100
6
10
60
Comfortability
10
10
100
8
10
80
Durability
10
10
100
8
10
80
Moisture
10
6
60
10
6
60
Stain-Resistance
10
8
80
10
8
80
Cost
6
10
60
8
10
80
Overall Evaluation Score

500

440

From the data that we have acquired using the multiattribute model, as salespersons, the following will be the strategy that we will be implementing in order to resell the Higher-grade Nylon Velvet seating.

1. Present and compare the features of the Higher-grade Nylon Velvet and Lower-grade Vinyl Fabric through the use of a Powerpoint presentation.
2. In the presentation, it is also important that we emphasize the long-term added value in buying the Higher-grade Nylon Velvet than the Lower-grade Vinyl Fabric.
3. After the presentation, we will send out brochures that contain the features that the two models / units has.
4. We will also give a chance for the prospected buyers to test the models / units.

What is the role of the salesperson in explaining and demonstrating