Marvin G. Ryder Assistant Professor, Marketing and Entrepreneurship March 5, 2013 Analyzing a Marketing Problem/Case

Typical Case Analysis Process 1) State the problem – typically a gap between actual and desired sales – could be in dollars, units, etc. 2) Internal Analysis – strengths and weaknesses of the company/organization 3) External Analysis – opportunities and threats in the environment – competitors, laws, technology, culture, economy 4) Current Strategy – product, price, promotion, distribution, target market

Typical Case Analysis Process 5) Develop Alternatives that solve the problem – each alternative (on its own) should resolve the issues 6) Recommendation – using some decision criteria, score the alternatives and choose the one which will work the best 7) Implementation – list of key steps to make the recommendation happen – consider timing and costs

High School Business Heroes Work with a charity of your choice to develop a fundraising plan Special challenge – need to raise funds from one group of people to provide service to a second group of people Key messages – how will money be used and why should “I” support it?

Fundraising Analysis Process 1) State the problem – how much money needs to be raised? 2) Internal Analysis – key features of charity – record of stewardship of past donations – why is this money needed? – how will it be used? 3) External Analysis – 18,000 registered charities in Canada – how is your charity different from others? – are there any restrictions on fundraising - laws, technology, culture, economy

Fundraising Analysis Process 4) Current Fundraising Strategies – What has worked or not worked in the past? Who is target of campaign? 5) Develop Alternatives that solve the problem – each alternative (on its own) should raise the cash 6) Recommendation – using some decision criteria, score the alternatives and choose the one which will work the best 7) Implementation – list of key steps to make the recommendation happen – consider timing and costs

Case: Livestrong Canada In 1997, Lance Armstrong formed the Lance Armstrong Founcation after surviving a diagnosis of testicular cancer. Since then, the global Foundation has raised $500 million “to inspire and empower” cancer survivors and their families. It provides support to guide people through the cancer experience. As of 2010, the foundation no longer funded cancer research. Of every dollar raised, 6.1 cents went to administration, 13.5 cents went to fundraising, and 80.2 cents went to program delivery.

Case: Livestrong Canada After surviving cancer, Lance Armstrong won the Tour de France a record seven consecutive times from 1999 to In 2012, he was disqualifed from those victories and banned for life because of doping offenses by the United States Anti-Doping Agency. In October, 2012, Armstrong resigned as Chairman of the Foundation. In November, 2012, he resigned from the Board of Directors. In the same month, the organization changed its name to the Livestrong Foundation.

Case: Livestrong Canada Problem: To raise $25,000 in Hamilton (from a single event/program) to fund a van/shuttle to bring cancer patients to the Juravinski Cancer Centre for treatment. Competitors Hamilton Health Sciences (including Juravinski & McMaster Children’s Hospital) St. Joseph’s Hospital Canadian Cancer Society Princess Margaret Hospital Hospital for Sick Children

How Do You Proceed?