MASTER

CLASS

MARKETING

WHO?

• Younesse Zouane• Bachelor of Commerce student• Winner @ Master Class Marketing 2010• Participant @ NIBS Case Competition 2010, Canada

TODAY

1. Master Class Case Solving

2. Personal Benefits

3. Questions & answers

1. MasterClassCase

Solving

Caution:This is not “the way”

to solve a case

SCANNING

• Title• Subtitles• First paragraph• Last paragraph

SCANNING

Title“The Women’s Tennis Association Comes to China – But Who?”

ProblemWhat is the optimal mix of staff that should be used for the new Asian headquarters of the Women’s Tennis Association?

SCANNING

Subtitles

• ..History of Pan Boricua..• ..The bread industry of United States..• ..Hispanics and boricuas as consumers..

SCANNING

First & last paragraph

• ..it was September 4, 2007..• ..WTA opening an Asian regional office..• ..how to staff the local office..• ..optimal mix of expatriates and locals..• ..chief operating officer of the WTA..• ..recommendations by end of the week..

READING

• Set a time limit- 4 hour case = 45 minutes

• Read the most important parts- Skip parts when short on time

• Take notes- One A4 maximum- Mark important parts

• Reread the first and last paragraph- You will understand them better

BRAINWRITING

• Exchange notes with teammates• Read notes and add comments• Repeat for every teammate• Conclude preliminary problem

ANALYSIS

Internal Analysis+

External Analysis=

SWOT confrontation

ANALYSIS

• Internal & External Analysis- What are the positive points?- What are the negative points?- Use theory when possible- Keep it relevant- Analysis must lead to your

problem later on

ANALYSIS

• SWOT matrix- Summary of analysis- Keep it realistic- Only list most important points

CONCLUDING

What are the most important issues this company is dealing with?

- Usually there are multiple issues- What affects business the most?- This is the most critical issue- Use your preliminary problem

CONCLUDING

• Key problem- What is the most important issue?

“Lenovo needs a marketing and branding strategy to compete globally without damaging their image”

• Key question- What question needs to be answered?

“What strategy should Lenovo use to build a competitive, global brand?”

SOLVING• Alternatives

- Form alternatives that solve the problem- Alternatives must exclude each other!- Take consequences into account- Think from a strategic level- Be creative, write everything down- Choose wisely

Option #1: Increase advertisingOption #2: Hire more sales advisorsOption #3: Launch new website

Wrong!

SOLVING

• Alternatives- Weigh out the pros & cons

Alternative #1 Alternative #2 Alternative #3Pros Pros Pros+ + ++ + ++ + +

Cons Cons Cons- - -- - -- - -

SOLVING

• Alternatives- Calculate the outcome

SOLVING

• Alternatives- Use a decision matrix

Weight Alternative #1Current location

Alternative #2New location

Alternative #3Close shop

Investment 0.2 1 3 3

Risk 0.2 1 3 1

Customer acceptance 0.2 2 3 1

Space available 0.3 3 1 1

Sales improvement 0.3 2 1 2

Total 2.3 2.4 1.9

SOLVING

Just remember to:

• Choose wisely• Be convincing• Backup your solution

IMPLEMENTATIONImplementation = different plansResearch & Development

Human Resources DistributionMarketing

• Choose plans depending on the problem and your solution• Try to divide plans between teammembers• But..• Don’t forget to communicate!

IMPLEMENTATIONBe specific

- Always as specific as possibleThink of all consequences

- Both positive and negativeUse your available “tools”

- Keep in mind strengths & weaknessesAlways ask one question

- Would I give my approval to this solution and implementation?

IMPLEMENTATION

Financial figures- Business decisions come down to

one thing:

$$$- Always support your solution with financials

IMPLEMENTATION

If you have time left you can also add:

• Risk management- What are the risks of the solution?- How will we overcome them?

• Contingency plan- What’s plan B?

SUMMARY

PRESENTATION

• Less is more• Use graphics• Always explain why• Be convincing• Backup your solution• Act like a team

2. Personal Benefits

COMPETENCIES

• Analytical skills• Argumentation• English• Presentation skills• Flexibility• Teamwork• Working efficiently• Creativity

EXPERIENCE

“Winner of Master Class

Marketing 2011”

“Participant at NIBS Case Competition 2011”

Will look great on your resume!

INTEREST

Work or continue study?

What company do I

want to work for?What job function would I like?

What are my areas of interest?

FUN

Exceed yourself

FUN

Sightseeing

FUN

Party

FUN

Ride cool vehicles

FUN

Dance

FUN

Fancy dinners

FUN

Drinking games

FUN

Make new friends

FUN

Win!

What do I need to do?

MASTER CLASS MARKETING

CASE COMPETITION TRAINING

The winners are directly

qualified for the training

All semi-finalists can qualify for the training

NIBS CASE COMPETITION

Of all Case Competition Training

students 4 will be selected to participate at the NIBS Case

Competition

Will you be one of them?

NIBS CASE COMPETITION

• February 2012• 10 teams• 3 rounds• Semi-finals• Finals• One winner

• Next year @ your school

NIBS CASE COMPETITION

Country School

Canada Bishops University

Canada Carleton University

Canada Concordia Univeristy

Canada Memorial University of Newfoundland

Ierland Dublin University of Technology

Nederland Hogeschool Rotterdam

België Katholieke Hogeschool Leuven

Finland Lahti University of Applied Sciences

Verenigde Staten Salisbury University

Verenigde Staten Southeast Missouri State University

Last years competitors

3. Questions&

Answers

?

Thanks&Good Luck!

:-)