Running head: HERO BUILDERS 1
Hero Builders Case Study
Rudy R. Ruiz
Liberty University
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Hero Builders Case Study
Which of the four types of studies are presented in this case?
After reading the Hero Builders Case Study, I had to break apart the reporting,
descriptive, causal-explanatory and causal-predictive studies. It appeared apparent that the
descriptive study was presented because Vicale was attempting to determine the who, what,
where, when and how much (Schindler, 2021). I came to this conclusion because the exploration
had already occurred, starting with his rapid prototyping (RPT), which allowed him to cut time
and increase production, while cutting overall cost of labor and headcount needed for the project.
Vicale had amassed 20 years of experience from which he could always draw from as a
successful business owner, which in most cases would assume that he is analytically challenged.
Further he finalized the purchase of an e-commerce toy company, ToyBuilders.com, which
created the vehicle to put his design business to work in another department, with greater
potential because it had a specific market (toys), which made him an analytical innovator. Now
he was searching for similar companies and identified Hasbro as the market leader. He then
identified that action figures consume the second most aisle space, which answered the “where”
he could sell, which was a physical department store, that sells toys. To add to the “how much”,
Vicale went as far as speaking with an attorney, now realizing that a toy in high demand could
attract the attention of the people whose likeness he was using. This type of thinking lets the
reader know that Vicale knew he could face possible litigation, having had experience in
business already and his vision that this could be a successful venture, of which could reach the
size of a Hasbro or other successful businesses that deal with toy making. The most obvious way
I came to the above conclusion about the descriptive study, was that at the end of the first page,
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the case study states “The exploratory research findings stimulated Vicale’s interest”, thereby
eliminating one of the studies.
Using the criteria in Exhibit 2-1, evaluate the research that
HeroBuilders.com conducted prior to launching its hero villain action figure
business.
Using “Purpose clearly defined”, Vicale operationally defined all concepts, constructs,
and variables. Vicale defined his concept as there was a market for selling hero’s whose likeness
were well known and whose images were so long lasting, since they were key players and
contributors post 9/11 efforts of rebuilding the US. The concept became much larger later with
certain variables that grew from the original concept. The constructs that he identified, were the
who, what, where, when and how much. Each fed into his overall concept and answered a vital
section to the production, release, and future of the hero’s line he was planning to sell. The
constructs, appear to be specific with the ability to take on many facets, depending on the growth
of the toy line, and lines that can splinter and become collateral.
A variable that was identified was then discovered when they that there was a market for
not only the hero’s but also the villains. Every relationship has an opposite, a “ying” to the
“yang”. The requests for the villain dolls was a variable that could be considered collateral of
the growth in the market that may start with action figures on display for adults but also, less
expensive and smaller figures for children.
What issues, other than those Vicale chose to evaluate, would you have included
in your research plan for HeroBuilders.com?
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If given the chance to contribute to a research plan, of which I have a vast amount of
experience, as Vicale does, I would also include price. First, I would look at the large, detailed,
decorative, action figures that are routinely used as display models for adults, like the one’s
Vicale had on display in his office. This clearly has a market as stand-alone ornaments that are
made with detail for the purpose of filling space as a decoration and for display for collectors.
Then I would reference what a child’s toy would sell for, which would typically not be as
delicate as the above, have less details, and be faster/cheaper to produce, given the future
durability it would need for its future owners. Second, this would bring me to the different target
audiences. You can sell to adults, but you can also scale them down to children, which could
rival the G.I.J.O.E toy line. The expansion of these toys, could lead to deep diving information
that could lead to a girl’s market with action figures or dolls for a more market friendly term.
Lastly, I would research its production and distribution. In order to produce the current number
of requests, I would research how companies like Hasbro mass-produce, stock, and inventory
their toys. Is it produced in a single area, or produced in strategic locations, which feed the high
demand markets? For example, Amazon, places fulfillment centers near airports and near the
larger market cities, so it can receive product and filter to the small delivery stations to fulfill
orders. This creates the convenience of eliminating distance in order to satisfy customer
demand. Lastly, would be the promotion of the above. Toys can be promoted through visual aid
such as TV Shows, Internet search engines, based on search history or toy collector venues. In
order to see which would be the most effective, one could employ a survey or use focus groups
for an insight with a specific demographic, of which a survey might be too broad for.
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