Marketing Case Analysis

Description

The write-up should identify the most critical issue(s) in the case and recommend a plan of action to deal with these issues. Write-ups should include:

1. A situation analysis of the three C’s (Competition, Company, Customer).

2. A well-justified strategic plan (Segmenting, Targeting, and Positioning).

3. The specific tactics (Four Ps) that will be relevant will vary as a function of the specifics of the case.

The write-up must not exceed two pages (single-spaced, 11-point font or larger, at least 1’’ margins on all sides of the page). A one-page statistical appendix may be included, but good write-ups usually do not need it. The appendix must adhere to the margin and font size requirements. Feel free to include tables in the text to enhance readability. Tables must adhere to the margin and font size requirements. For guidelines for case preparation and analysis, please see the Appendix.

Point distribution:

Situation Analysis: Three C’s (5 points) 

Segmentation, Targeting, and Positioning (5 points)

Four P’s (10 points total, 8 on Price)

The case you have been assigned is: “Curled Metal”. Read the instructions below and the case before writing your analysis.

Situation Analysis: Three C’s

Provide a complete situation analysis for Curled Metal.  Clearly, and briefly, outline the 3 C’s. This situation analysis will feed into your recommendation for Curled Metal’s pricing decision.

• Segmentation, Targeting, and Positioning
• The case describes several data points about customers’ buying behavior. Please provide a clear segmentation analysis as well as specific recommendations for targeting and positioning for CMI. Be sure to justify your target choice with both qualitative and quantitative arguments.
• Four P’s

Using either the Kendrick test data or the Corey test data (your choice), we would like to understand the price to the customer of using Curled Metal’s new cushion pads. Begin by making sure you understand the differentiating benefits of using the new pads. Then put a dollar value on each benefit based on the test data. How will you price the pads?