Case Study: Jaren Guinn
Jaren Guinn owns a small corner market in Hollywood, California.
Currently Jaren runs the store completely by himself, every day from 12:00 noon to 9:00 p.m. He uses his mornings to buy the products he sells.
He has attracted a small group of loyal customers, but they often ask for products he does not have in the store.
Jaren has contacted you, a marketing consultant, for advice about how to better manage his store overall. He particularly wants you to explain to him two topics he has heard discussed at Chamber of Commerce meetings-the utilities of marketing and marketing intermediaries.
Explain to Mr. Guinn the six utilities of marketing, including examples of the types of marketing intermediaries/companies that could provide each of these utilities.
Explain to Mr. Guinn how at least three of these ideas can help him build his business and be more profitable and/or efficient.
List of References (sample)
Nickels, William G., James M. McHugh, and Susan M. McHugh. Understanding Business. 11th ed. New York: McGraw-Hill Education, 2016. Print.
Reich, Robert. "Counter Shareholder Greed with Stakeholder Capitalism" Robert Reich.org. 2014 August 9. Web. 2015 January 18.
Zellerbach, Leonardo. Human Resources Director. Container Store. Personal interview. 26 March 2016.
Case Study: Jaren Guinn
Objectives of the Assignment
Students will be able to
• identify and explain the six utilities of marketing.
• provide examples of the types of companies which provide these utilities.
• write a well-documented, reasoned, and appropriate analysis providing effective, legal, and ethical solutions to the problems faced by the business.
• conduct detailed and appropriate outside research into the situation to support the analysis
• accurately document information from at least three outside sources in the body of the paper and in a properly formatted List of References.
Assignment
Read the case study on the reverse side.
Prepare a short essay analyzing the case, including, but not limited to, the following.
• Explain to Mr. Guinn the six utilities of marketing, including examples of the types of marketing intermediaries/companies that could provide each of these utilities.
• Explain to Mr. Guinn how at least three of these ideas can help him build his business and make it more profitable and/or efficient.
• Cite at least three outside resources to support your ideas.
Additional requirements
• Refer to rubric in turnitin.com for grading details
• Quotes from all three outside sources should be cited and documented, both in the body of the paper and in a properly formatted List of References (see sample list of references on the reverse of this page and the sample in the oral presentation outline handout for proper format).
• Proofread to ensure no typographical errors and to ensure correct grammar and word usage
• Submitted via turnitin.com