Cluster 1 Case Study 3M Or Geek Squad Edition 11

Cluster 1 Case Study/Internet Exercises

I am giving you a choice of which Case Study that you want to complete. You are to complete only one case, you may choose to do either:

VIDEO CASE 1: 3M’s Post-it Flag Highlighter: Extending the Concept!
OR
VIDEO CASE 3: Geek Squad: A New Business for a New Environment

Note: A video case for this assignment may be available for viewing by clicking on the “Course Documents” navigation button, then select the appropriate chapter number and then select “Video Cases”.
If you are having problems accessing the video, contact Harper’s Student Service Desk for assistance: 847.925.6866 or [e-mail]

The case studies can be completed without watching the actual video and watching the video will not replace reading the actual case study.

VIDEO CASE 1: 3M’s Post-it Flag Highlighter: Extending the Concept!
Textbook Pages 22 – 23

Answer the following extra questions, Questions A through E as well as the textbook questions 1 through 5 found at the end of the textbook Video Case Study 1, Page 23

As students, you may use a variety of approaches to how you study and what products you may use (notebooks, pens, highlighters, iPods, etc.) Review the chapter opening found on Pages 3 – 4.

Question A:
Do you take written notes to summarize key points in textbook?

Question B:
Do you underline, highlight, or flag the key points you want to remember?

Question C:
If you answered yes, to Question B, what do you use to underline, highlight or flag the key points?
If you answered no, to Question B, move to Question D

Question D:
In terms of the Post-It Flag Highlighter have you:
Hear of it before reading/watching this video case?
Tried using one? If so – comment on use.

Question E:
Visit Harpers Bookstore or an office supply store or the office supply section of a retail store.
(1) State the name and location of the business you visited.
(2) Did they carry the 3M Post-it Flag Highlighter?
(3) If not, did they carry any type of highlighter?
(4) How were they displayed?
(5) Any other 3M office products on display?

Question 1:
As stated in the textbook. State and explain a minimum of three (3) for the “Before”. It may be helpful to create a chart similar to one shown below

When the Marketing Research Was Done
(a) How Windorski got ideas from the students, and fine-tuned his design
(b) How these were important to the success of the product
Before a working model was developed

After a working model was developed

.

Question 2:
State a minimum of two (2) (a) special advantages and state a minimum of two (2) (b) potential problems.

Question 3:
Refer to your answer to Question E. Be sure to answer both parts (a) and (b). Note: if the retail store you visited did not carry the 3M Post-it Flag Highlighter, then answer (a) where would you display the 3M Post-it Flag Highlighter product in a college bookstore and (b) how would you generate a student awareness display for this product?

Question 4:
As stated in the textbook

Question 5: State and explain a minimum of three (3) (a) special opportunities State and explain a minimum of three (3) (b) potential challenges State and explain a minimum of three (3) (c) countries to focus the marketing efforts on

Evaluation Maximum 50 Points:

Number in parenthesis is the point value for each portion of the question.

Question
Number
Point Value For Case Components
Point Value For Case Components
Question A
2 Points
2 Point
Question B
2 Points
2 Point
Question C
2 Points,
Not Applicable
Question D
2 Points
4 Points
Question E
4 Points
4 Points
Question 1
6 Points (3,3)
6 Points (3, 3)
Question 2
8 Points (4,4)
8 Points (4, 4)
Question 3
6 Points (3,3)
6 Points (3, 3)
Question 4
6 Points
6 Points
Question 5
12 Points (4,4,4)
12 Points (4, 4, 4)

VIDEO CASE 3: Geek Squad: A New Business for a New Environment on Next Page

VIDEO CASE 3: Geek Squad: A New Business for a New Environment

Textbook Pages 85 – 87
Visit the Web site: www.geeksquad.com/

Answer the following extra questions, Questions A, B, C, D and E as well as questions 1 through 5 found at the end of the Textbook Video Case Study 3, Page 85

Question A: Describe how technology has changed in the past five years.

Question B:
Have you observed other changes in consumers, competitors, regulations, or the economic environment related to consumer electronics.

Question C:
Describe how the changes you have observed in the marketplace might lead to the need for new services.

Question D:
Are you familiar with Geek Squad? How?

Question 1: As stated in the textbook. Be sure to fully explain your answer.

Question 2: As stated in the textbook. Be sure to answer in detail both part (a) all consumers and (b) women.

Question 3: As stated in the textbook. It may be helpful to create a chart similar to the one. shown below. List the five environmental forces (factors) and identify the trends likely to influence Geek Squad in the near future. State a minimum of two for each environmental force.

ENVIRONMENTAL
FORCE
ENVIRONMENTAL SCAN FOR GEEK SQUAD
KEY TRENDS
Social

Economic

Technological

Competitive

Regulatory

Question 4:
As stated in the textbook. Hint: As stated in Chapter 1, Promotion is one of the 4 P’s within the marketing mix. Promotion includes advertising, personal selling, sales promotion public relations and direct marketing. State the communication tool(s) and give examples of the activities to be used.

Evaluation Maximum 50 Points:

Number in parenthesis is the point value for each portion of the question.

Question
Number
Point Value For Case Components
Question A 2 Points
Question B 2 Points
Question C 2 Points,
Question D 2 Points
Question 1 6 Points (3,3)
Question 2 8 Points (4,4)
Question 3
20 Points (4,4,4,4,4)
Question 4 8 Points