MBA 5841-13F-2, Strategic Marketing

UNIT II

Read the Fe’nix Del Sur Case Study on pages 77-79 in our textbook, and answer the five questions listed below in essay 

format. Your response should be a minimum of 500 words. You are required to use at least your textbook as source 

material. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have 

accompanying citations using APA format.

1. Use the DECIDE process to evaluate one of the decisions Fe’nix Del Sur is faced with.

2. What are the four analytical categories to examine when formulating a case analysis? Apply the categories to the Fe’nix Del Sur case.

3. What is the market for Fe’nix Del Sur? How is that market currently being segmented?

4. What are the possible target markets being considered by Fe’nix Del Sur?

5. What is Fe’nix’s distinctive competency?