Case Study Report

Case Study Report

A Problem in Brand Names

I.Statement of the Problem

A. Definition:

Joe has to convince the other members of the marketing group that his proposal is sound.

B. Analysis:

XYZ Financial Company is in the banking industry, which is very conservative and traditional in its image. XYZ has largely ignored marketing, but now the company has begun to realize that the right brand name is critical. Joe Hernandez, Director of Marketing, has been asked to come up with a new brand name for the company. Joe is a young risk-taker. He choose Americash as the brand name which is somewhat unusual and modern.

Joe’s colleagues all disagree with Joe’s philosophy of marketing. However, upper management tends to think highly of Joe’s ideas. Because almost all decisions in XYZ Company are made by consensus, Joe has to convince the other members of the marketing group that his proposal is sound.

II. Suggestion of possible solutions

A. Joe should convince the other members of the marketing

group separately.

B. Joe should ask upper management to convince the other members of the marketing group.

III.Evaluation of the possible solutions

A. Joe should convince the other members of the marketing group separately.

1. Advantages: Joe can improve interpersonal relations with

the other members, and Joe will make sure that his proposal can be accepted by all the other members.

2.Disadvantages: It will take a long time for Joe to

convince all the other members.

B. Joe should ask upper management to convince the other members of the marketing group.

1. Advantages: The upper management are more

authoritative ,and the other members of the marketing group will take the advice.

2. Disadvantages: Joe’s leadership may be weaken and he

can not do well in the marketing group.

IV. Selection

A. Choice (A). Joe should convince the other members of marketing group separately.

B. Justification: On the one hand, as the interpersonal

relations among the employees in the marketing division are poor, the interpersonal relations can be improved. On the other hand, Joe can take advices concerning the new brand name” Americash” from he other members of marketing group.