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Case Study: Hero Builders Assignment
Bryant Meeks
School of Business, Liberty University
Author Note
Bryant W. Meeks
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Bryant W. Meeks
Email: [email protected]
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Case Study: Hero Builders Assignment
Which of the four types of studies are presented in this case?
After reading this case, it is clear this is a descriptive/exploratory research study. Using
this type of research, the researcher or business is seeking to create a detailed description of the
phenomenon. Exploratory research has an advantage being that it is flexible and easy to make
changes. Akhtar, 2016, says:
Initially, this type of research is broad then progressively narrows as the research
continues. A good research design is regularly characterized by adjectives like flexible,
appropriate, efficient, and economical and so on. Generally, the design which minimizes
bias and collected and analysis is considered a good design. (p. 72)
These studies are conducted by using the who, what, when, where, and how questions. “Business
research is defined as the systematic inquiry that provides information and insights to guide a
specified managerial decision” (Schindler, 2025, p. 14). Emil Vicale, the CEO of Hero Builders,
collected data to help him make a decision and come to conclusions. The descriptive/exploratory
research study helped Emil identify competition, trends in the action-figure market, and how
prominent action-figures were in stores. This started after the events of 9/11/2001 had taken
place. Vicale consulted with a legal department due to wanting to make an action-figure that
resembled then President, George W. Bush.
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: Emil Vicale conducted research to learn about the action-figure
business to see if there was a way for it to be profitable for his company. After 9/11 Vicale
purchased a toy company and started making action-figures for himself. He wanted to make the
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action-figures to honor the heroes that arose from the events that took place on 9/11. When he
began getting inquiries from friends and peers wanting action-figures for their personal
collection or gifts, making the figures on his own time with the number of requests he received
became too much.
Research design thoroughly planned and executed: Using the internet, he researched how
many companies were involved in this market, both big and small with the biggest one being
Hasbro. Vicale then researched the market and learned how much demand there is for action-
figures, learning that in toy stores, action-figures take up most of aisle space only behind
electronic games, and that there is a market for both boys and girls. The ethical standards that
Emil applied by seeking legal counsel about creating figurines that had the likeness of the heroes
he wanted to honor. This was a safeguard to make sure they were operating legally. Legal
counsel assured him that the likeness of prominent figures, such as the president, were used for
commercial use in the sales of newspapers and magazines.
The adequate analysis for decision-making action that Vicale conducted included the
ability to create the figurines by using rapid prototyping technology. This technology allowed
Hero Builders to create wax or plastic figures in the matter of hours. This substantially cut the
time and cost of creating action-figures the traditional way from carving wood or clay. The
research that was conducted allowed Vicale to create insights and conclusions to help make the
decision to pursue this market with confidence knowing that the venture could be a success.
What issues, other than those Vicale chose to evaluate, would you have included in your
research plan for HeroBuilders.com?
There are two issues that Vicale didn’t mention in his study that should have been
included. The first one being how there was no research done about the best way to market the
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products that would be produced. The idea of creating action-figures that resembled the heroes
that emerged in the wake of 9/11 was a great idea. It would give the American public hope and a
way to stand in solidarity. Vicale more than likely had a target audience in mind, but it was never
mentioned. “Target audience refers to the group of consumers most likely interested in your
products or services, who should be the focus of your marketing campaign” (Gibson, 2024).
Secondly, in the case study Vicale mentioned that they were unprepared for the demand that was
generated from the exposure that Hero Builders gained from media attention. Because of this,
research should have been conducted to help prepare the supply chain management for this
scenario. Businesses must be adaptable to the changes of the needs of consumers and Hero
Builders was unprepared once word got out about the products. Because of crowded markets,
like the action-figure market, supply chain management is important to stay competitive. The
demand became a hinderance for Hero Builders.
While research was conducted to learn more about the market in general, Vicale
mentioned that Hasbro was the biggest producer. While Hero Builders would be a unique and
different product, it is still a new market venture for Vicale’s business. According to Cross
(2023):
Small businesses face a unique set of challenges in a marketplace dominated by industry
giants. Limited budgets, fewer resources, and a comparatively lower brand recognition can
make the journey seem daunting. However, these challenges can be transformed into
opportunities with the right marketing strategies in place. Effective marketing becomes the
equalizer that enables small businesses to showcase their distinct value and connect with
their target audience. (para. 4 & 5)
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Despite lacking in those two areas of research, the research that Emil did conduct was adequate
for the Hero Builders idea to become a success in the action-figure industry.
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References
Akhtar, I. (2016). Research Design. ResearchGate; www.researchgate.net.
https://www.researchgate.net/publication/308915548_Research_Design
Azmi, I., Abdul Hamid, N., Md Hussin, M. N., & Ibtishamiah, N. (2025). Logistics and supply
chain management: The importance of integration for business processes.GJournal of
Emerging Economies and Islamic Research.,G5(4), 73–80.
https://doi.org/10.24191/jeeir.v5i1.6346
Cross, D. (2023, December). Competing with Giants: Marketing Strategies for Small Businesses.
Medium. https://medium.com/@david_6844/competing-with-giants-marketing-strategies-
for-small-businesses-a889079f2e19
Gibson, K. (2024, January 23). Why identifying your target audience is important to your
marketing strategy. Harvard Business School. https://online.hbs.edu/blog/post/target-
audience-in-marketing
Schindler, P. S. (2025). Business Research Methods. McGraw Hill LLC.
Olawale, S. R., Chinagozi, O. G., & Joe, O. N. (2023). Exploratory Research Design in
Management Science: A Review of Literature on Conduct and Application. International
Journal of Research and Innovation in Social Science.
https://rsisinternational.org/journals/ijriss/articles/exploratory-research-design-in-
management-science-a-review-of-literature-on-conduct-and-application/
