Academic journal article Journal of the International Academy for Case Studies

Ashworth, Inc. - a Case Study

Academic journal article Journal of the International Academy for Case Studies

Ashworth, Inc. - a Case Study

Article excerpt

CASE DESCRIPTION

The primary subject matter of this case concerns the components of marketing communications strategy in terms of generating leads and creating sales. The case has a difficulty level of three, appropriate for junior level. The case is designed to be taught in three class hours and is expected to require two hours of outside preparation by students.

CASE SYNOPSIS

This case is about a (fictitious) company "Ashworth, Inc." and its marketing communications strategy. The manager in charge, Jeff Gill, is faced with a challenge of justifying its budget to the senior management. He has to analyze and explain his expenses in trade advertising, literature, trade shows, direct mail, and PR in terms of the number of leads generated and sales completed. He decides to outsource some of his functions to MSC, a database marketing/leads management company, and together they are able to maintain the strategy intact, and most importantly, profitable.

INSTRUCTORS' NOTES

Recommendations for Teaching Approaches

This case should be rather timely considering the ongoing emphasis on IMC in the marketing field. It is suggested that one uses this case after the promotion mix is covered and the students are familiar with the components of the marketing communications strategy. Once they are comfortable with the pros and cons of these components, this case presents the cost-related concerns by using an actual problem with financial data.

Suggested Questions

1 . Figure out the cost/benefit ratios marketing communications tactics (trade advertising, literature, trade shows, direct mail, or public relations) after the leads management program was put into place. Which program is stronger? Why or why not?

Answer:

The cost/benefit ratios for trade shows and direct mail are stronger. …

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