CAREER CLUSTER
Marketing
CAREER PATHWAY
Marketing Management
INSTRUCTIONAL AREA
Channel Management
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Business to Business Marketing-15
State/Provincial Event #1
BUSINESS TO BUSINESS MARKETING 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 60 minutes to review this information and prepare your presentation. You may make notes to use during your presentation.
· You will have up to 15 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 the relationship between customer service and channel management.
2. Describe ethical considerations in channel management.
3. Develop channel-management strategies.
4. Identify industry/economic trends that will impact business activities.
5. Identify product’s/service’s competitive advantage.
CASE STUDY SITUATION
You are the founder and CEO of Penny Motors, a private startup automaker. The company produces one vehicle, which is a full hybrid electric mini-compact car that is being heralded as the cleanest vehicle on the market.
Penny Motors has had overwhelming success its first year in the auto market. Currently the waiting list for the Penny vehicle is two years. The small compact car has an MSRP of $12,000 and boasts 60 miles per gallon. Primary customers tend to be earth-friendly and/or those on a budget. The initial launch and first year’s success have been documented in news reports, magazine articles and social media outlets.
Even with no extra vehicles in stock, Penny Motors dealerships have opened in 100 cities across the country. The dealerships have model cars available for test drives and display the different color exterior and interior options.
The dealerships are located on enough lot space to eventually build Penny service centers for repair and service work, but those service centers were not built in time for the product launch. Currently, all Penny repairs and services are subcontracted through Mr. Fix-It, a national chain of auto repair centers.
There are close to 800 Mr. Fix-It centers across the country. Penny Motors customers bring in their vehicles for three free oil changes and for repairs. While Mr. Fix-It prices are known to be higher than other auto repair chains, Mr. Fix-It guarantees all repair work and provides free vehicle checks and estimates.
YOUR CHALLENGE
You are faced with the decision to begin construction of Penny Motors own branded service centers or convince Mr. Fix-It to continue with the partnership. The board of directors has asked you to list the pros and cons of constructing Penny Motors branded service centers on the dealership lots. You must also weigh the pros and cons of entering into a long-term partnership with Mr. Fix-It. Mr. Fix-It executives will also need convincing that a long-term partnership is beneficial to them, if that is your recommendation.
You will explain the pros and cons of each choice and make a final recommendation to the chair of the board of directors in a meeting to take place in the chair’s office. There may be more than one board member attending the meeting.
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BUSINESS TO BUSINESS MARKETING, 2015JUDGE’S EVALUATION FORM
STATE/PROVINCIAL EVENT #1
INSTRUCTIONAL AREA
Channel Management / Participant: ______
Participant: ______
I.D. Number: ______
Did the participant team: / Little/No
Value / Below Expectations / Meets Expectations / Exceeds Expectations / Judged
Score
PERFORMANCE INDICATORS
1. / Explain the relationship between customer service and channel management? / 0-1-2-3 / 4-5-6-7-8 / 9-10-11-12 / 13-14-15
2. / Describe ethical considerations in channel management? / 0-1-2-3 / 4-5-6-7-8 / 9-10-11-12 / 13-14-15
3. / Develop channel-management strategies? / 0-1-2-3 / 4-5-6-7-8 / 9-10-11-12 / 13-14-15
4. / Identify industry/economic trends that will impact business activities? / 0-1-2-3 / 4-5-6-7-8 / 9-10-11-12 / 13-14-15
5. / Identify product’s/service’s competitive advantage? / 0-1-2-3 / 4-5-6-7-8 / 9-10-11-12 / 13-14-15
PRESENTATION
6. / Demonstrate clarity of expression? / 0-1 / 2-3 / 4 / 5
7. / Organize ideas? / 0-1 / 2-3 / 4 / 5
8. / Show evidence of mature judgment? / 0-1 / 2-3 / 4 / 5
9. / Overall performance: appropriate appearance, poise, confidence, presentation, technique and responses to judge’s questions? / 0-1-2 / 3-4-5 / 6-7-8 / 9-10
TOTAL SCORE
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