Final Paper, BUS 2510
Case Study – Something Brilliant
Something Brilliant was a two-year-old venture that sold software targeted at
business students. Longtime friends Marion and Charlie, both engineers and 45
years old, had invented BizWiz in their spare time while continuing in their careers
as senior managers with a medical systems manufacturer.
BizWiz sold for $160.00, was the world's only software program allowing students to
share business case study files electronically, and could only be purchased and
downloaded from the BizWiz website by any of the 388,000 business students in
North America. Because of its uniqueness, the company received over 100 daily
Internet inquiries, helping produce first year sales of 23,000 units, which was 50
percent higher than planned. The company found it easy to plan because 80 percent
of annual sales were split evenly between September and January, corresponding to
the beginning of the two major school terms.
BizWiz was promoted solely through campus radio advertisements in New York,
Florida, Michigan, and Texas, but recently, Charlie was surprised to learn that sales
and product inquiries were growing in California, Pennsylvania, Washington, and the
Canadian province of Ontario. During its first sales year, BizWiz only used its original
30-second radio ads, which featured the voices of both Marion and Charlie, repeated
the website address, listed some of the benefits of using the software, and quoted
the price several times. Marion had spent her entire promotional budget of $10,000
per month on radio ads because she enjoyed speaking on the ads and thought the
volume discounts she received were good value.
The product price was still set at $160 because the partners felt this would be
competitive with popular business products (e.g., Microsoft Office – Word, Excel,
Access), even though many educational software downloads were priced much
lower, in the $50 to $75 range.
BizWiz had taken one year to develop, had been funded through government grants,
and had been tested by numerous students and teachers. Now the only costs for the
business were the $5,000 per month website management fees, the $10,000
monthly radio expenses, $4,000 for automobile leases, and $2,000 for monthly
equipment leases. The business was run in Marion's home, and because there were
no packaging, distribution, or service costs, it was a very profitable venture for the
While conducting research surfing the Web one morning in June, Charlie discovered
an Internet directory listing over 65 nationwide business student forums. When he
visited one of these sites, he found many comments from students who were
discussing a variety of different ways to copy and share BizWiz with their classmates
and friends. With the academic year quickly approaching, Marion and Charlie
wanted to develop a plan to ensure the continued success of BizWiz.
Final Assignment – Applying the concepts learned
Using the marketing concepts learned in this course, provide marketing guidance
for Marion and Charlie.
Your case response should follow the format provided:
Line 1 – Your Name – First and Last as enrolled in the class – in bold
Line 2 – “BUS 2510 – Final Exam – Some Brilliant Case Study”
Line 3 – Blank
First Page of Writing
Start writing your case response using the following format:
Times New Roman – 12 point
1-inch margins, left and right
Use bold titles for section headings.
• Competitive Advantage
• Corporate Responsibility
• Target Population
• Promotional Mix
• Product Service Lifecycle (predict for a business in this industry)
• 4 P’s of Marketing (product, price, placement and promotion)
• Reference Page
Your paper should be no more than 10 pages in length.
The next step is to be clear about the target market and potential market segments,
remembering that a marketing strategy that appeals to everyone is successful with no
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