Case Study Instruction
Each answer must be a detailed response in APA formatted; and each answers should not be less that six sentences long (more is better). Preferably, I would like the case study to be a minimum of 5 pages (not including double spaces or reference page).
Must be written following APA guidelines for written assignments. NO Q&A and written in essay style with appropriate heading utilized. The paper must integrate, peer-reviewed resources, and personal/professional experiences. All responses must be supported by a minimum of 3 scholarly citation, properly cited and referenced resources in current APA format . All reference must be within the than 2 years if reference source is online please include website.
Note that articles from reputable national/international news/media publications such as the Wall Street Journal, Financial Times, the Economist, Times, Newsweek, Business Week, Harvard Business Review, Forbes, Fortune, etc., or any local newspaper, may be used as acceptable sources for all assignments in this course.
Case Study 2
Export Unlimited (EU) – Exporting Apples to Taiwan
It is your first day at work and you are already confused. Export Unlimited (EU), one of the world’s largest shipping companies, has just hired you. EU ships goods all around the world by ocean, air, and train. It has offices in many cities in the United States and in other countries. You have been hired to work in EU’s Seattle office as an “Account Executive” for refrigerated goods. That is, you are hired to manage perishable goods (like apples or cherries) that need to be shipped from Seattle in refrigerated containers. It has been a quiet first day until your boss gives you the first big assignment. “Apples are one of Washington State’s biggest crops,” your boss says, “and I want EU to ship more apples to other countries. I want you to focus on Taiwan. One week from today, I want you to give me a marketing plan about what you are going to do to help EU carry more apples to Taiwan. If you have a good plan, you will receive a $10,000 bonus.” You think to yourself, “Now what?” You don’t have the first idea how EU could carry more apples to Taiwan.
What should you do? You decide to do some research.
It takes a few days, but you finally are able to answer your three questions:
You learned that apples kept in a refrigerated container can stay fresh for a 22-day trip. However, most customers of perishable goods want the 15-day trip. You also learned that EU’s refrigerated containers guarantee EU customers their apples will stay at exactly the right temperature, neither frozen nor too hot. Finally, you learned that EU can promise customers exactly when their goods will leave Seattle and when they will arrive in New Taipei.
You also learned that people in Taiwan buy more apples during holidays or festivals, using these apples for gifts or as offerings at shrines or temples. Washington apples can be sold year-round because those that aren’t sold at harvest-time are kept in controlled atmosphere warehouses to “put the apples to sleep” until they are needed. Taiwan’s biggest apple-buying holiday is the Chinese New Year, which usually falls around the end of January.
You have learned a lot of information in just a few days, but you still don’t know enough to write a marketing plan. What should you do next?
“Of course!” you think, “I need to figure out who my customers are. I have to write this plan for my boss, but it is my customers who will decide whether or not to ship more apples.” You decide to do some more research. You determine that you have three kinds of customers:
You would have to get to know each of these types of customers and convince them that EU could do the best job.
Now you just have to turn all of this into a presentation for your boss and hopefully receive a $10,000 bonus.
Getting the basic information or doing research is the first step in this or any other problem when you do not know enough to solve the problem by yourself.
Task #1: Prepare detailed answers to the questions below. You may use additional sources of information as necessary to obtain export marketing information.
Information about EU
Information about Washington Apples
Taiwan Expectations of Apples
Information Tools to Solve Problems
How can you get the information you need? Identify at least six sources of information.
Explaining the Marketing Plan
Task #2: Write a Marketing Plan
Write a 1-page memo to the boss outlining the steps you will take to get Washington apple farmers and Taiwan grocery store owners to use EU (Would you meet with them, send them information about EU, take out ads, and try to match up buyers and sellers, etc.?).
Task #3: Write a personal reflection on the topic addressing the main objectives of your export marketing position. Consider the key factors that influenced your plan for the company’s market expansion. Also, reflect on the role of the Christian employee and discuss key biblical principles that support your position.
For your marketing plan to be a good one (and for you to get your $10,000 bonus) you really need to gear it to the needs of your customers: the apple farmers in Washington State and the grocery store owners in Taiwan.
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