Running head: Case Study 1- Hero Builders 1
BUSI600: Case Study 1 – Hero Builders
Brian D. Smith
Liberty University
Dr. Steward Huang
February 20, 2021
CASE STUDY 1- Hero Builders 2
1.Which of the four types of studies are presented in this case?
Upon reading the Hero Builders case study, I realize there are multiple types of studies and
research methods presented this in case. Business research is defined as a systematic inquiry that
provides information to guide a specified managerial, in this case CEO, decision (Schindler,
2019, 7). This is a descriptive survey in the way Vicale collected data in order to determine
multiple factors which helped him in his decision-making process and allowed him to formulate
conclusions. This type of study indicated his competition (Hasbro), market trends (girls have
actions figures as well), and the product placement (locating the aisle the toys would be placed) of
entering this type of business. This case study also displayed exploratory study traits as legal
ramifications (he can use the president’s likeness) were discovered by speaking with a lawyer to
learn about how to not violate any government or copyright regulations. He also found out that
there was a market for not only hero dolls, but villain dolls as well.
2. Using the criteria in Exhibit 2-1, evaluate the research that HeroBuilders.com
conducted prior to launching its hero and villain action figure business.
Purpose clearly defined: Vicale set out to find out more about the action-figure business and how
to see if it could become a profitable c-commerce business.
Research process detailed: “The simple believes everything, but the prudent gives thought to his
steps” (Proverbs 14:15, English Standard Version). He used the internet to conduct most of his
research. He also used conversational interaction with friends and customers about the dolls he
already created. This gave him flexibility to discover more information in order to draw more
informed conclusions about the viability of his business.
CASE STUDY 1- Hero Builders 3
Research design thoroughly planned: Vicale conducted research on the amount businesses that
were in the same market (the competition) he was considering entering. He also found how much
aisle space action-figures would be needed. While, this type of research was unique, I believe it
was useful to Vicale, as he makes most of his profit selling custom dolls online and I believe he
understood by building custom dolls, in-store sells would not be as high as online sales. All this
research allowed him to evaluate the market potential for his proposed products.
High ethical standards applied: Psalm 112:5 (English Standard Version) states, “It is well with the
man who deals generously and lends, who conducts his affairs with justice”. Prior to launching
his e-commerce business, Vicale ensured that he was not in violation of any laws, copyrights, or
regulations.
Adequate analysis for decision maker’s needs: “Managers of local companies should examine
their own strengths and those of their competitor” (Niraj & Frost, 1999). Vicale used the
information he learned from his exploratory research to make decisions.
3.What issues, other than those Vicale chose to evaluate, would you have included in
your research plan for HeroBuilders.com?
If I were to think about starting this type of e-commerce business to sell and market this type of
product, I would immediately include the appetite for female modern-day heroes, as I do not
believe that this is a market segment that is explored as much as male modern-day heroes.
Women represent half of the population, and, in many societies, half of the labor force, yet are
woefully underrepresented (Eileen, 2011). I would research the data about a targeted customer
segment, in particular women. Women have dolls and it was determined that the have action-
figure dolls, but modern-day female hero dolls? I, personally, have not seen them and my
CASE STUDY 1- Hero Builders 4
daughters have not asked about them in part due to not knowing that they exist. I would also
implement methods to study the willingness and innovation of my suppliers to help my business
grow. As Smals & Smits (2012) found the following:
the supplier's side of the business relationship is underexplored, even though a
large part of a successful business is derived from the suppliers influence as
previous research has shown that suppliers need to have certain technical
competencies and capabilities that allow them to contribute successfully to their
customers’ new product development (pg. 156-165).
It seemed as if Vicale was just interested in starting a new market, but not conquering that
market. This was evident as he stated that he was not properly prepared once he started to gain
exposure for his dolls. Once the word got out that their dolls were being made, the demand
increased to such a level, in which Vicale could not initially meet. I believe the reason for this is
that he was unprepared. I would have spent more time researching my supply network to be able
to meet any level of demand. Firms need to be responsive to customers’ forever changing needs
and begin exploring the potential of supply chain management (SCM) to improve their revenue
growth. Businesses are attempting to develop agile supply chains to get their product to the
market faster (Gunasekaran, Kee-hung, & Cheng, 2008). While Vicale identified the competition,
I did not see where he put forth a valiant effort in learning how to beat the competition. While
Vicale found out information about his competitors, in this case, Hasbro, what is not discussed in
the case study was the price of the products or the pricing policies of the competitors. Price is a
very important issue and a significant factor when determining if the business will eventually
become profitable. I reviewed the actual prices for a doll on Herobuilders.com and was quite
surprised at the prices for a custom doll. While I was surprised, that does prove the fact that
CASE STUDY 1- Hero Builders 5
Vicale conducted the proper research in order to be successful and carve out his own niche in
this market.
References
Eileen, T. (2011, Jan). What can we Learn From Gender Research? Seven Lessons for Business
Research Methods. Electronic Journal of Business Reserach Methods, 9(1), 1-9.
doi:http://ezproxy.liberty.edu/login?qurl=https%3A%2F%2Fwww.proquest.com
%2Fscholarly-journals%2Fwhat-can-we-learn-gender-research-seven-lessons
%2Fdocview%2F856440057%2Fse-2%3Faccountid%3D12085
Gunasekaran, A., Kee-hung, L., & Cheng, E. T. (2008). Responsive supply chain: a competitive
strategy in a networked economy. (4). Retrieved from Omega, 36
http://bi.gale.com.ezproxy.liberty.edu/global/article/GALE%7CA174060571?
u=vic_liberty
Niraj, D., & Frost, T. (1999). Competing with GIANTS. Harvard Business Review, 77(2), 119.
Retrieved Feb 20, 2020, from http://bi.gale.com.ezproxy.liberty.edu/global/article/GALE
%7CA54077795/3867489200e999fc03e4ca55dfcb9d43?u=vic_liberty
Schindler, P. S. (2019). Business Research Methods (Thirteen ed.). New York: McGraw-
Hill/Irwin.
Smals, R. G., & Smits, A. A. (2012). Value for value-The dynamics od supplier value in
collaborative new product development. (1), 156-Industrial Marketing Management, 41
165. doi:https://doi.org/10.1016/j.indmarman.2011.11.022
