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MKT 228 Stefani B Case Analysis Guidelines and Rubric

Overview Reference Case Study 6.1: “Stefani B” in the text. Answer the five questions as listed. Write out the questions with your full responses for full credit. Note: Make sure to explain the role technology plays in all responses.

1. In preparation for the reintroduction and marketing of the Stefani B collection, what, in your opinion, is the first thing the owner should do? 2. What positioning strategy do you think would be advantageous? Support your answer. 3. Segment the marketplace and describe the demographic or psychographic profile of Stefani B’s primary target customers. Explain your descriptions. 4. What steps concerning CRM (customer relationship management) would you suggest? 5. What CRM measurement areas should Stefani B consider and why?

Format: This case analysis should follow these formatting guidelines: 1–2 pages, double spacing, 12-point Times New Roman font, 1-inch margins, and a minimum of 2 sources.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Initial Evaluation Meets “Proficient” criteria and uses clear and relevant examples

Evaluates the case and provides clear examples of how the owner should approach the issue

Evaluates the case, but does not provide clear examples of how the owner should approach the issue

Does not include initial evaluation

25

Positioning Strategy Meets “Proficient” criteria and uses examples from research in justification

Makes and justifies a positioning strategy that is advantageous

Makes but does not justify positioning strategy that is advantageous

Does not include positioning strategy

25

Target Customers Meets “Proficient” criteria and justifies the evaluation with examples from research

Evaluates the target market and includes the demographic or psychographic profile

Identifies the target market, but does not include the demographic or psychographic profile

Does not include target customers

25

CRM Meets “Proficient” criteria and provides clear and relevant examples

Recommends CRM steps and measurement areas

Does not sufficiently recommend CRM steps and measurement areas

Does not include CRM

15

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

10

Total 100%