Case Study - Something Brilliant, marketing homework help

Principles of Marketing

New England College

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Need help with my Marketing question - I’m studying for my class.


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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 founders. 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: Cover Page 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 Double spaced 1-inch margins, left and right Use bold titles for section headings. • Competitive Advantage • Corporate Responsibility • Target Population • Branding • Promotional Mix • Product Service Lifecycle (predict for a business in this industry) • 4 P’s of Marketing (product, price, placement and promotion) • Summary • 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 one. ...
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Final Answer



Something Brilliant




The modern business environment is an ever-evolving field following the rising adoption
of a technological-drive society. Organizations are on the verge of enhancing its operational
efficiencies through advanced manipulation of strategic planning and achieving a lasting
competitive advantage (Armstrong, 2015). BizWiz, a Something Brilliant invention attributed to
Marion and Charlie, is a software program that allows students to share business case study files
electronically. Currently, the product’s price is $160.00, and following its uniqueness, the
company has received over a hundred internet inquiries thus allowing it to plan and increase its
sales. The product is sorely promoted through the campus radio in Florida, Texas, Michigan and
New York. This paper analyses Something Brilliant’s case study and offers a development plan
that will ensure the continued success of BizWiz.
Competitive Advantage
The business environment is driven by the increasing competition from various software
vendors in the technological industry. Competition is a huge necessity for the successful operation
of the market economy. Following the urging need to improve performance and emerge at the head
of the game, most businesses have adopted some reliable strategies and identified their competitive
advantage (Huang, 2014). Something Brilliant primary product invention is BizWiz that
electronically enables students to share case study files.
The competitive advantage of the company is the provision of a unique product that can
only be purchased and downloaded from the organization’s website. Following its exclusive
nature, the product allowed the company to receive a considerable amount of internet inquiries
which helped produce 23,000 sales units, which about fifty percent than planned.



Corporate Social Responsibility
The dominant paradigm underlying the concept of the Corporate Social Responsibility
(CSR) is the centered idea of creating a commonly shared value. Over the years, it has emerged as
a significant theme in the global business and gradually becoming a primary activity in the
economic world. CSR avows that a company creates value for its shareholders as it creates value
for the society, manifesting a win-win proposition (Lindgreen, 2010).

Ideally, it is the

responsibility of the organization to shape its decisions and activities through a transparent and
ethical behavior that is consistent with the sustainable development and welfare of the society.
Notably, it takes into account the expectations of shareholders.
Corporate Social Responsibility (CSR) is understood by how an organization interacts with
the public through proper environmental, social and economic advancements. Something Brilliant
has a responsibility of ensuring that its product creates value for its owners and the society. The
product should neither disrupt the learning schedules of the students nor distort shareholders’
interest. BizWiz should add value to the shareholder’s careers and improve education
advancements of students all over North America.
Irrespective of the company’s size, demonstrati...

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