There are two documents included in addition to the case study. One includes the full instructions and should be downloaded, completed with your name, printed and included as the cover page of your exam report. The other document is a revised version of case exhibit 9 which should be completed, printed and included at the end of your report.
Huey, Allen and Myers have called you in as a consultant to make recommendations about launching a new active-wear line of women’s apparel. They’ve given you all the information in the case and asked you to recommend a full marketing strategy for a line of active-wear under the Vigor brand. Please download this document, edit in your name in the space indicated below, and print and attach this page as a cover page to your written analysis which should be no longer than seven single-spaced pages (plus this cover page) in a font size of 12 and using one inch margins. All the requirements listed below including the exhibit 9 template (posted separately) must be included in the seven page limit. Please use the first seven bulleted titles in italics below as headings and structure your report accordingly. For S,W,O & T please use point form, but complete thoughts. Writing mechanics will be graded; a deduction of 1% will be made for each error up to a total of 10% of the grade.
Problem statement & performance objectives (5%)
Strengths (15%)
Weaknesses (5%) (include an analysis of Harrington’s recent financial performance)
Opportunities (10%)
Threats (10%)
Recommended marketing strategy (30%)
Use sub-headings for target market, product, price, promotion, & distribution and provide a detailed description of your strategic recommendations in each of those areas. Be sure to discuss at a minimum branding, product positioning, advertising budget allocation, message strategy and media, retail price strategy, and any other relevant marketing strategy decisions under the above headings. Include for each part of your marketing strategy a brief explanation of the rationale for your recommendations, the pros and cons, the reasons why you made those choices. In other words, make a case for your recommendations. You may change any part of the marketing strategy that was under consideration in the case (e.g. Vigor brand, pricing, distribution channels) but you should use the cost estimates given in the case and must still provide a rationale for your choices. Note that if you change the retail price or any of the market budget line items that will change your calculations for ex. 9.
Forecasted Results (10%)
Complete and include as part of your seven pages case exhibit 9, an analysis of demand and profitability. Use the revised exhibit 9 template posted separately.
Application of marketing concepts (15%)
