Pease choose one mini case from photos below. You may use the mini case questions at the end of the chapter to guide your solution to the case. Note that the

answers to these questions are not solutions to the case; they are simply intended to guide your thought process). Please review the Chapter 1 mini case solution below to assist you as you prepare your assignment. Sample Mini Case Solution.pdf Sample mini case solution Formatting Guidelines (Single-spaced text, 12 point font, 1" margins all around. Case Analysis (not including any appendices and references) should not exceed 500 words (approximately 1.5 single-spaced pages). Use the Tools->Word Count option in MS-Word to count the number of words). Each mini case solution must consist of four sections below: 1.Problem Identification Identify the major problems found in the case. Ensure that you distinguish between causes and symptoms. Causes may include changing customer preferences, increased competition, etc. Symptoms include declining revenues, loss of brand equity, increased customer churn, etc. Please support your problem identification by relevant case facts along with the associated theory and concepts. 2.Quantitative Reasoning and Analysis Conduct research to identify data (e.g., obtain data in the form of trends, statistics, ratings, etc. from the library and other sources) that can be utilized to provide additional insight into the case. Draw appropriate conclusions based on the quantitative analysis of data, while recognizing the limits of this analysis. 4.Appendix and References Please include any tables or figures that are not included but are referenced in. Need to do this in 300 words/na junior varsity team (35). MINI-CASE GoodBite GoodBite is interested in selling a new form of teeth-whitening strips. They dissolve in your mouth, and leave less of a gunky residue feeling than current competitors. Whitening strips seem to appeal to people 20-29 years old. Competitors' data on existing strips suggest they appeal to women slightly more than men, but for the moment, GoodBite is not planning on differentiating on gender in the advertising. So, let's ignore gender and just consider that 20-29 year old age category. Say the U.S. population is 301,000,000, with 41.1 million in the target age bracket. About 7.5 million people have tried competitors' whitening strips (GoodBite's aren't on the market yet), and roughly 3 million of them are semi-serious, frequent users. GoodBite is trying to guesstimate the size of its target market, and its likely profitability. The GoodBite product is sold in packages of 14 sets of strips (each set is an upper and lower pair) in each box. GoodBite isn't sure of the frequency with which a typical purchaser will buy a set yet, as the prod- uct category is still relatively new. However, they reason that an upper bound would be about 26 boxes bought by a consumer a year (52 weeks in the year, divided by the 2 weeks supply that is sold in each box). A more conservative estimate would halve that (13 boxes; roughly 1 bought each month). A more conservative estimate still would be that a customer buys "a few" (2 or 3) boxes a year. GoodBite expects to charge $25 per box. Case Discussion Questions 1. Should they launch GoodBites? 2. What assumptions were made that might be revisited?/nMINI-CASE Positioning Fast Food Compare two fast food restaurant chains-Chipotle and McDonald's (who no longer owns Chipotle). Chipotle has locations throughout the U.S., but that presence is obviously dominated by McDonald's vast network. Chipotle is positioned as offering fresh food, made to the customer's requests, that is relatively healthy. The company rarely advertises. In contrast, McDonald's brand associations revolve more around convenience, inexpensive food, and given their advertising, family outings. BK-CHE-IACOBUCCI SE-160068-Chp05.indd 77 78 Part 1 Marketing Strategy These brands appeal to their customers with very different philosophies. Indeed, on the surface, they appear to have little in common, other than their sector. Case Discussion Questions 1. Characterize these companies' positions in the marketplace from your best estimates as to the customers' perceptions. In which cell does each exist in the positioning matrix? 2. Would the two chains see each other as competitive threats? 3. What could either do to make its business (profitability) even stronger? 12/07/16 3:19 PM