Business Management and Administration 2017

Business Management and Administration 2017

Case 2 - 2017 DECA U Provincials

CAREER CLUSTER

Business Management and Administration

CAREER PATHWAY

General Management

INSTRUCTIONAL AREA

Marketing

Business Management and Administration 2017

Case 2 - 2017 DECA U Provincials

BUSINESS ETHICS EVENT

PARTICIPANT INSTRUCTIONS

●The event will be presented to you through your reading of the General Performance Indicators, Specific Performance Indicators and Case Study Situation. You will have up to 15 minutes to review this information and prepare your presentation. You may make notes to use during your presentation.

●You will have up to 10 minutes to make your presentation to the judge (you may have more than one judge).

●Turn in all of your notes and event materials when you have completed the event.

GENERAL PERFORMANCE INDICATORS

●Communications skills—the ability to exchange information and ideas with others through writing, speaking, reading or listening

●Analytical skills—the ability to derive facts from data, findings from facts, conclusions from findings and recommendations from conclusions

●Production skills—the ability to take a concept from an idea and make it real

●Priorities/time management—the ability to determine priorities and manage time commitments

●Economic competencies

SPECIFIC PERFORMANCE INDICATORS

1. Explain how you will handle the article, with an emphasis on the importance of customer relationship management

1. Evaluate speculative business risks.

1. Discuss actions employees can take to achieve the company’s desired results.

1. Explain factors that influence customer/client/business buying behavior.

1. Demonstrate connections between company actions and results.

CASE STUDY SITUATION

You are the director of marketing for Palms, a regional supermarket chain with 100 locations. The chain consistently ranks third in the region it operates; with a national big box retailer ranking first and a national supermarket chain ranking second. Palms’ customers tend to be shoppers that live or work near a store location or shoppers that stop in to pick up sale items.

While Palms everyday prices on items are a bit higher than the competition, each week the chain offers great promotions and sale items. Promotions are so good that it is not uncommon for Palms stores to run out of inventory of a sale or promoted item.

In an effort to engage Palms customers and build a larger social media presence, the chain recently began a new store giveaway that is tied to social media. Each of the 15 weeks from Memorial Day to Labor Day, check-out cashiers will distribute a plastic Palms miniature item to each customer that spends over $100 in one shopping trip. The plastic Palms miniature items include a tiny shopping cart, a tiny produce scale, a tiny watermelon, a tiny loaf of bread, a tiny gallon of milk, etc. There are 15 miniature plastic items total with only one given out each week. To collect them all, shoppers must visit a Palms store each week and spend $100 in one visit.

The program is called #LittleShopper and guests that receive a Palms miniature are asked to take a picture of themselves with the miniature and post to Palms’ Twitter and Instagram with the hashtag #LittleShopper.

The #LittleShopper program has been a great success. Only halfway through the program and not only has Palms’ social media followers quadrupled, sales have skyrocketed.

The president of Palms was given first glance at an article being published that blasts the #LittleShopper promotion as being unethical. The article claims that the promotion is targeting children and children are not shoppers able to spend $100. The article includes photos of the #LittleShopper miniatures being perfectly sized for dolls and action figures and states that over half of the photos posted on social media with the hashtag are of young children with the Palms miniatures. It is also stated that most check-out cashiers hand the earned Palms miniature to the child rather than to the adult and signage marketing the promotion is in a font made to look like child’s handwriting. It is also claiming the timing of the promotion during the summer months is to best reach the targeted market – children.

YOUR CHALLENGE

The president of Palms is very nervous about the article. Given the first glance before publication, the president wants to meet with you to discuss what can be done immediately regarding the #LittleShopper promotion that will be put in place before the article is published in order to mitigate the adverse effects it may have. The president also wants you to suggest actions Palms store managers can take to appease angry customers and show good faith.

JUDGE’S EVALUATION INSTRUCTIONS

Evaluation Form Information

The participants are to be evaluated on their ability to perform the specific performance indicators stated on the cover sheet of this event and restated on the Judge’s Evaluation Form. Although you may see other performance indicators being demonstrated by the participants, those listed in the Performance Indicators section are the critical ones you are measuring for this particular event. Please note that an overall score of 70% indicates a minimum level of acceptable performance.

Evaluation Form Interpretation

The evaluation levels listed below and the evaluation rating procedures should be discussed thoroughly with your event chairperson and the other judges to ensure complete and common understanding for judging consistency.

Level of Evaluation / Interpretation Level
Exceeds Expectations / Participant demonstrated the performance indicator in an extremely professional manner; greatly exceeds business standards; would rank in the top 10% of business personnel performing this performance indicator.
Meets Expectations / Participant demonstrated the performance indicator in an acceptable and effective manner; meets at least minimal business standards; there would be no need for additional formalized training at this time; would rank in the 70-89th percentile of business personnel performing this performance indicator.
Below Expectations / Participant demonstrated the performance indicator with limited effectiveness; performance generally fell below minimal business standards; additional training would be required to improve knowledge, attitude and/or skills; would rank in the 50-69th percentile of business personnel performing this performance indicator.
Little/No Demonstration / Participant demonstrated the performance indicator with little or no effectiveness; a great deal of formal training would be needed immediately; perhaps this person should seek other employment; would rank in the 0-49th percentile of business personnel performing this performance indicator.
MANAGEMENT CONSULTING, 2017 Participant: ______
JUDGE’S EVALUATION FORM I.D. Number: ______
Did the participant: / Little/No
Value / Below Expectations / Meets Expectations / Exceeds Expectations / Judged
Score
PERFORMANCE INDICATORS
1. / Importance of Customer Relationship Management? / 0-1-2-3-4-5 / 6-7-8-9-10-11 / 12-13-14-15 / 16-17-18
2. / Evaluated speculated business risks? / 0-1-2-3-4-5 / 6-7-8-9-10-11 / 12-13-14-15 / 16-17-18
3. / Explained employee actions to achieve results? / 0-1-2-3-4-5 / 6-7-8-9-10-11 / 12-13-14-15 / 16-17-18
4. / Customer buying behaviour explained? / 0-1-2-3-4-5 / 6-7-8-9-10-11 / 12-13-14-15 / 16-17-18
5. / Connections made between action and results? / 0-1-2-3-4-5 / 6-7-8-9-10-11 / 12-13-14-15 / 16-17-18
6. / Overall impression and response to judge’s questions / 0-1-2 / 3-4-5 / 6-7-8 / 9-10
TOTAL SCORE