CASE STUDY: HERO BUILDERS ASSIGNMENT
Hero Builders
Takazia Snell
School of Business, Liberty University
Author Note
Takazia Snell
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Takazia Snell
Email: tmsnell@liberty.edu
1
CASE STUDY: HERO BUILDERS ASSIGNMENT2
Hero Builders
Which of the four types of studies are presented in this case.
The information presented here satisfies the parameters of a descriptive study. Typically,
descriptive case studies are narrowly focused and contain a lot of information. According to Ivey
(2016), “Descriptive research clarifies what characteristics of a phenomenon or phenomena
about which we might theorize. Then we may look for things to compare it to (correlate) or ways
to test (experiment) our theory so that it makes sense in terms of reality” (p. 189). As can be seen
from the research, the researcher gathered all of the required data and attempted to give the
readers with critical information about other market players and current industry trends. Aside
from that, the case study solves the questions of “who” and “how,” while also offering legal
clarification. As a result, the study meets the standards of a descriptive study by examining these
characteristics.
Using the criteria in Exhibit 1-6, evaluate the research that HeroBuilders.com conducted
prior to launching its hero and villain action figure business.
The first stage is to identify the company idea that will be investigated. Vicale’s hobby
was making action dolls, and he made a few for himself before being persuaded by friends to
manufacture more. As a result, the research question focuses on the target market for Vicale’s
product. Because of its accessibility, Vicale chose the internet as his initial source of information.
He noticed on the internet that there were numerous companies in the market producing
comparable things. The ultimate product and the technology used were the only things that
differed. “Value is regarded as a characteristic of how users perceive the product and its features.
By contrast, quality is a characteristic of the product itself. That is, value is in the eye of the
beholder whereas quality is inherent to the product itself” (Childs et al., 2016, p. 2). Vicale’s
CASE STUDY: HERO BUILDERS ASSIGNMENT3
action figures were simple to make because the action figureheads were attached to a consistent
body. Later he increased the size of his sample by taking his findings to the market. He
discovered that the majority of toys in stores were action figures. In comparison to other toys on
the market, action figures had a large market and could appeal to all genders.
What issues, other than those Vicale chose to evaluate, would you have included in your
research plan for HeroBuilders.com?
The question of how well the research design is designed and implemented is the second
quality that separates a well-crafted investigation. Emil Vicale mentions exploring the internet
and the overall retail environment briefly in this case study. He was able to find a number of
companies engaged in the manufacture of dolls from all around the world using the internet.
Vicale discovered that, among the several market players, Hasbro was the most formidable
opponent. Vicale also discovered from his retail environment research that action figure dolls
occupy the bulk of isle area in toy stores, with electronic games as their closest competitors. In
the HeroBuilders.com study, this trait is noteworthy. Vicale requested legal guidance on the use
of living heroes’ likenesses, according to the report. Vicale was particularly interested in
knowing about the risks of using a sitting president’s likeness, as well as any potential negative
consequences for the e-commerce business once it launched. Vicale was informed by the lawyer
that the likenesses of living heroes have previously been used for commercial purposes. This
meant that using the likeness of heroes such as a serving president would be illegal.
Furthermore, the study does not provide a full analysis of the date for decision-making.
There is no mention of how the information collected from the internet and the retail market was
used to draw relevant insights and conclusions. For example, according to Vicale, action figures
take up majority of the aisle space in toy stores. “The objective of product placement is to
CASE STUDY: HERO BUILDERS ASSIGNMENT4
generate positive associations toward the placed brand, resulting in a positive shift in brand
attitude” (Cowley & Barron, 2008, p. 89). However, no data exists of the number of retail toy
stores visited or the range of action figure toys in stock at the time of the study to back up this
claim. Furthermore, the case study does not provide sufficient information regarding the
competitive analysis conducted to confirm that Hasbro is the industry’s main market participant.
A thorough analysis of the market share percentages of at least the three major market players
would have been offered by solid research. Interestingly, the paper makes no mention of any
constraints in the research ideas or design execution. Finally, in terms of reporting, providing
insights, and defending results, the research is honest. The internet and the retail environment
were clearly mentioned as the primary sources of knowledge. The data from the retail
environment was gathered by visiting toy stores and assessing the amount of space used by
various categories of toys, with action figures being of particular interest.
If I had the opportunity to design a strategy study for HeroBuilders.com, I would include
several other difficulties in addition to those mentioned by Vicale. These characteristics are
crucial in determining a product’s market success, and their absence creates holes in Vicale’s
study. First, I would include the aspect of promotion as it would play an important role in
familiarizing prospective customers with the new product in the market. Sidhanta & Chakrabarty
(2010) defines, “The promotion mix, as we all know, consists of advertising, personal selling,
sales promotion, direct marketing, internet marketing a publicity” (p. 97). The aspect of price
would be the second thing I would consider in my research. Despite the fact that Vicale
conducted research on some of the market’s key participants, there is no mention of their pricing
policies. In any business, price is critical in determining the profitability of selling a certain
product. Third, I would provide information on the targeted customer segment in the research.
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HeroBuilders.com would need to do this to guarantee that their product matches the description
and preferences of their customers. Finally, both for the internet platform and physical stores, I
would investigate the best distribution routes for the toys.
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References
Childs, T. H., Dalgarno, K. W., & McKay, A. (2006). Delivering Mass-Produced Bespoke and
Appealing Products. JSME International Journal Series C, 49(1), 2–10.
https://doi.org/10.1299/jsmec.49.2
Cowley, E., & Barron, C. (2008). When Product Placement Goes Wrong: The Effects of Program
Liking and Placement Prominence. Journal of Advertising, 37(1), 89–98.
https://doi.org/10.2753/joa0091-3367370107
Ivey, J. (2016). Is Descriptive Research Worth Doing? Pediatric Nursing, 42(4), 189.
https://www-proquest-com.ezproxy.liberty.edu/docview/1812883592?pq-
origsite=summon
Sidhanta, S., & Chakrabarty, A. (2010). Promotional Mix And Corporate Performance - An
Empirical Study. Paradigm, 14(1), 97–102. https://doi.org/10.1177/0971890720100111
