MRKT621 Marketing Case Study Assignment
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You are an entrepreneur who designed a unique line of vegan-friendly facial treatment boutique and bar providing different facial treatments in downtown Vancouver. Your service is upscale level of service and you have your patented product line available in store. You make personal product offering and sales within your boutique as well. The ambience at your boutique is a tropical relaxing scheme and your slogan is: “We bring the tropical scent to your doorstep.” Services are more of fast treatment and walk in guests are the ones looking for a five to ten-minute of relaxation on the way to a business meeting or a business dinner or even during their lunch break hour. Reservations are done for those in need of more in depth treatment services though. Pandemic caused you to reduce the number in store guests from 12 to 6 and you have been forced to cut your team of professional staff to half. The number of reservations were hit by 50% and you have lost over two third of your walk in guests.
Study your competitors in the market and try to answer the following questions.
What is the profile of the target market you need to focus on?
What positioning strategies you seem fit for the post pandemic era?
To what extent communication will bring back more numbers to your bar?
Using the concept of the augmented product (Chapter 8) explain how you can improve your services.
What would be the outside-the-box solution for you to expand your marketshare?
What CSR acts can help you boost sales?
Instructions:
This is a case study and you need to write a report of 2 to 3 pages and refer to the questions in your report. Please do not address questions separately. You report should include:
Executive Summary
Problem Identification
Case Analysis
Recommendation
Rubrics to assess this assignment will be the CASE STUDY RUBRICS
NOTE:
1. The place use to work very well and had a walking customer which has been affected after Pandamic.
2. They are not much on social media.
3. Their USP is the plant based product that they use in massage.
4. They also sell the product but that is not their target, they want to increase their business bas client coming again.
5. POst pandemic they have to reduce the capacity to 6 chairs from 12 .
6. PLEASE REFER THE RUBRICS ATTACHED
PAGES RE: 2-3 PAGES, min 2 ref per page
Sheet4
| Rubric For Assessment of Case Study | |||||||||
| Levels | Weight | Beginning: 0% – 50% | Developing: 50% – 65% | Competent: 65% – 85% | Mastery: 85% – 100% | ||||
| B1: 0% – 25% | B2: 25% – 50% | D1: 50% – 58% | D2: 58% – 65% | C1: 65% – 75% | C2: 75% – 85% | M1: 85% – 95% | M2: 95% – 100% | ||
| Subject Matter | |||||||||
| Executive Summary/ Abstract | 5 | Executive summary or Abstract missing or poorly constructed | Executive summary or Abstract inadequate | Executive Summary or Abstract Executed Adequately | Executive Summary or Abstract Executed in Superior Fashion | ||||
| Problem Identification & Scope | 10 | Shows little understanding of the issues, key problems, and the company’s present situation and strategic issues. | Shows some understanding of the issues, key problems, and the company’s present situation and strategic issues. | Shows adequate knowledge of the issues, key problems, and the company’s present situation and strategic issues. | Shows superior knowledge of the issues, key problems, and the company’s present situation and strategic issues. | ||||
| Case Analysis | 25 | Analysis of case poor analysis of issues of the case, supporting detail is incorrect or missing | Analysis of case showsinadequate levels of analysis of issues of the case, provides little supporting detail | Analysis of case shows adequate levels of analysis of issues of the case, provides supporting details | Analysis of case shows superior levels of analysis of underlying issues that are not necessarily readily apparent, uses appropriate levels of supporting detail | ||||
| Recommendation and Conclusions | 10 | Recommendations and/or plans of action provided that are mostly incorrect or absent | Recommendations and/or plans of action provided that are partially correct, alternate viewpoints not considered | Specific recommendations and/or plans of action provided that are substantially correct, alternate viewpoints may be considered | Specific recommendations and/or plans of action provided that go beyond the expected scope of the case fully supported by data, alternate viewpoints fully considered | ||||
| Organization & Critical Thinking | |||||||||
| Critical Thinking | 20 | Writing exhibits little evidence of thoughtful critical analysis and thinking. Examination is not made of assumptions and possible biases. Writing does not synthesize the classroom experiences and content; nor analyzes patterns or connections between theory and practice. Logical conclusions based on well-reasoned arguments are not exhibited. | Writing exhibits some evidence of thoughtful critical analysis and thinking. A good examination is made of assumptions and possible biases, with some supporting rationale. Writing synthesizes the classroom experiences and content; analyzes patterns or connections between theory and practice; and draws logical conclusions based on well-reasoned arguments adequately, but not superbly. | Writing exhibits excellent evidence of thoughtful critical analysis and thinking; careful examination is made of assumptions and possible biases, with detailed supporting rationale. Writing synthesizes the classroom experiences and content; analyze patterns or connections between theory and practice; and draws logical conclusions based on well-reasoned, superb arguments. There are one or two minor errors in explanation. | Writing exhibits excellent evidence of thoughtful critical analysis and thinking; careful examination is made of assumptions and possible biases, with detailed supporting rationale. Writing synthesizes the classroom experiences and content; analyze patterns or connections between theory and practice; and draws logical conclusions based on well-reasoned, superb arguments. | ||||
| Style & Mechanics | |||||||||
| Written Delivery Style & Grammar | 15 | Student does not follow APA writing style and basic rules of formal English grammar and written essay style and does not communicate in a cohesive, logical style. | Student mostly follows APA writing style and basic rules of formal English grammar and written essay style. Student mostly communicates in a cohesive, logical style. There are some errors in spelling or grammar. | Student consistently follows APA writing style and basic rules of formal English grammar and written essay style. Student communicates in a cohesive, logical style. There are one or two minor errors in spelling or grammar. | Student consistently follows APA writing style and basic rules of formal English grammar and written essay style. Student communicates in a cohesive, logical style. There are no spelling or grammar errors. | ||||
| Formal and Appropriate Documentation of Evidence, Attribution of Ideas (APA Citations) | 15 | Student demonstrates weak or inconsistent adherence scholarly reference requirements and/or weak or inconsistent adherence to APA style with respect to source attribution, references, heading and subheading logic, table of contents and lists of charts, etc. Several errors in APA format and style are evident. | Student mostly adheres to scholarly reference requirements and/or mostly adheres to APA style with respect to source attribution, references, heading and subheading logic, table of contents and lists of charts, etc. Some errors in APA format and style are evident. | Student demonstrates full adherence to scholarly reference requirements and adheres to APA style with respect to source attribution, references, heading and subheading logic, table of contents and lists of charts, etc. There are one or two minor errors in APA style or format. | Student demonstrates full adherence to scholarly reference requirements and adheres to APA style with respect to source attribution, references, heading and subheading logic, table of contents and lists of charts, etc. There are no APA errors. | ||||
| Marks | 100 |
Report
| Rubric For Assessment of Report | |||||||||
| Levels | Weight | Beginning: 0% – 50% | Developing: 50% – 65% | Competent: 65% – 85% | Mastery: 85% – 100% | ||||
| B1: 0% – 25% | B2: 25% – 50% | D1: 50% – 58% | D2: 58% – 65% | C1: 65% – 75% | C2: 75% – 85% | M1: 85% – 95% | M2: 95% – 100% | ||
| Subject Matter | |||||||||
| Problem, Background | 10 | Problem statement is poorly crafted or missing or is misstated | Problem statement is not well-crafted but is acceptable | Problem statement is reasonably well-crafted and is specific to the issue | Problem statement is well-crafted, specific and represents a novel outlook on the issue | ||||
| Discussion of Findings | 15 | Discussion is incorrect, missing many of the pros with little or no discussion of negatives | Discussion is inadequately correct, missing some of the pros and most or all of the cons | Discussion is correct, taking into account most of the pros and cons and represents a solid level of research | Discussion is complete and correct, taking into account pros and cons and represents a full level of research with novel conclusions | ||||
| Managerial Recommendation | 15 | Recommendations are not supported and demonstrat little or no understanding of problem or the consequences of implementation | Recommendations are inadequately supported and do not represent reasonable understanding of problem or the consequences of implementation, with alternate solution available | Recommendations are adequately supported and represents reasonable understanding of problem, some of the consequences of implementation and may have and alternate solution available | Recommendations are fully supported and represents superior understanding of problem, consequences of implementation and has alternate solutions available | ||||
| Scholarly Sources | 10 | Student identifies few peer-reviewed references and/or references are not in proper APA format in his/her Reference section and/or references are not current or relevant to study. | Student identifies some peer-reviewed references in proper APA format in his/her Reference section. Most references are correctly formatted, current, and relevant to study. | Student identifies several peer-reviewed references in proper APA format in his/her Reference section. All references are correctly formatted, current, and relevant to study. There are one or two minor errors. | Student identifies several peer-reviewed references in proper APA format in his/her Reference section. All references are correctly formatted, current, and relevant to study. There are no errors. | ||||
| Organization & Critical Thinking | |||||||||
| Critical Thinking | 20 | Writing exhibits little evidence of thoughtful critical analysis and thinking. Examination is not made of assumptions and possible biases. Writing does not synthesize the classroom experiences and content; nor analyzes patterns or connections between theory and practice. Logical conclusions based on well-reasoned arguments are not exhibited. | Writing exhibits some evidence of thoughtful critical analysis and thinking. A good examination is made of assumptions and possible biases, with some supporting rationale. Writing synthesizes the classroom experiences and content; analyzes patterns or connections between theory and practice; and draws logical conclusions based on well-reasoned arguments adequately, but not superbly. | Writing exhibits excellent evidence of thoughtful critical analysis and thinking; careful examination is made of assumptions and possible biases, with detailed supporting rationale. Writing synthesizes the classroom experiences and content; analyze patterns or connections between theory and practice; and draws logical conclusions based on well-reasoned, superb arguments. There are one or two minor errors in explanation. | Writing exhibits excellent evidence of thoughtful critical analysis and thinking; careful examination is made of assumptions and possible biases, with detailed supporting rationale. Writing synthesizes the classroom experiences and content; analyze patterns or connections between theory and practice; and draws logical conclusions based on well-reasoned, superb arguments. | ||||
| Style & Mechanics | |||||||||
| Written Delivery Style & Grammar | 15 | Student does not follow APA writing style and basic rules of formal English grammar and written essay style and does not communicate in a cohesive, logical style. | Student mostly follows APA writing style and basic rules of formal English grammar and written essay style. Student mostly communicates in a cohesive, logical style. There are some errors in spelling or grammar. | Student consistently follows APA writing style and basic rules of formal English grammar and written essay style. Student communicates in a cohesive, logical style. There are one or two minor errors in spelling or grammar. | Student consistently follows APA writing style and basic rules of formal English grammar and written essay style. Student communicates in a cohesive, logical style. There are no spelling or grammar errors. | ||||
| Formal and Appropriate Documentation of Evidence, Attribution of Ideas (APA Citations) | 15 | Student demonstrates weak or inconsistent adherence scholarly reference requirements and/or weak or inconsistent adherence to APA style with respect to source attribution, references, heading and subheading logic, table of contents and lists of charts, etc. Several errors in APA format and style are evident. | Student mostly adheres to scholarly reference requirements and/or mostly adheres to APA style with respect to source attribution, references, heading and subheading logic, table of contents and lists of charts, etc. Some errors in APA format and style are evident. | Student demonstrates full adherence to scholarly reference requirements and adheres to APA style with respect to source attribution, references, heading and subheading logic, table of contents and lists of charts, etc. There are one or two minor errors in APA style or format. | Student demonstrates full adherence to scholarly reference requirements and adheres to APA style with respect to source attribution, references, heading and subheading logic, table of contents and lists of charts, etc. There are no APA errors. | ||||
| Marks | 100 |
MRKT621 Marketing Case Study Assignment ESSAY
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