Please submit your case analysis and Excel worksheet as attachments to this assignment page. The Zoëcon case is excellent but not easy. Ensure that you have worked through the Financial problems, examined the sample Americana case, read the AMM chapter on Product & Service Strategy, read my guide to the Zoëcon case, worked through the Excel template for the case, and closely examined the grading rubric for the case. The grading rubric is below.
This case is intended to illustrate the value of marketing research (test market) to assess the potential viability of a new marketing program. Test market results will indicate the likelihood that the new product (Strike Roach Ender) will be profitable for the firm. You must evaluate the test market results and extrapolate the findings to the proposed 19-city commercial introduction. “Profitability” is a key DF in this case, but not the only DF. Several other decision factors are crucial in making the commercialization decision.
Follow the formatting and information requirements presented in the case report template. Note that the profitability DF is examined first. Alternative titles, such as “Economic Analysis,” “Financial Considerations,” etc., are OK. This header is formatted as a level 2 APA header. Subsumed under this DF are two level three subheads for:
Test Market Results and
Sales Projections for Commercialization.
Use these exact titles for your subheads. These subheads should be formatted as level 3 APA headers.
Use level 4 APA headings to logically structure your discussion under each level 3 header. For example, you can use the following level 4 headings under the Test Market Results heading:
TM Sales Results
TM Income Statement
TM Break-even Analysis
Under commercialization projections, the following subheads should be employed:
Sales Projections
Proforma Income Statement
Break-Even Analysis
