The mini case is
Jeeves
When people feel like they have more money than time, certain services flourish. Imagine setting up a butler service called Jeeves. Jeeves would see to all the logistics details in your life that consume more time than you wish to give them. Jeeves wall take care of your information needs, from making doctors' appointments or playdates for the kids, to stylist appointments for you, to helping you do banking, paying bills, and even coordinating and evaluating your investments, if you wish. If you were stinkin' rich, you'd also have a chef and a driver. While strictly speaking, these domains fall outside the usual butler responsibilities, in the Jeeves service, the butlers fill in with whatever household and related duties the customer wishes to be done, and a payment package is chosen accordingly. Thus, your Jeeves can drive your kids to school and pick up groceries to have a 7 p.m. dinner ready for the family, if those are the addons you desire (and for which you're willing to pay).
Case Discussion Questions:
1) Create a marketing plan to introduce Jeeves to your local community. Gather any secondary data that you can in order to substantiate the business case. Make clear notes throughout the plan where you would seek additional primary marketing research to provide guidance about those components of the plan. Divide the market and its segments, and characterize the segments you would target.
2) Create a storyboard for an external website and an internal one. The external website would be the positioning you want customers to see., thus create pages for that website that is a composition of the 4Ps for Jeeves. The internal website is for your sales force to give them parameters about different pricse packages and the like.
3)
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)
.
The mini case solution must follow the following formatting guidelines:
Three sections consisting of 1) ProblemIdentification 2) QuantitativeReasoningand Analysis3) Recommendations
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.
Quantitative Reasoningand 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.
Discussion and Recommendation
- Identify and recommend a solution to the major problem in the case (there is likely to be more than one solution).
- Briefly outline your solution and evaluate it in terms of its pros and cons.
- Always ensure that your recommendations are supported by statistical evidence and provide spreadsheets as necessary.
Appendix and References
- Please include any tables or figures that are not included but are referenced in your report.
- Make sure all references are cited correctly.
Please ensure that your assignments are typed, proofread, and concise. Points will be deducted if
- the length of the submission is excessive.
- it does not conform to the formatting requirements
- there are typos or grammatical errors