Marketing Assignment #1

Assignment 1 Fall 2015 MKTG654

There are two questions in this assignment. Please upload your response on blackboard on or before the deadline indicated. You may submit the primary answer in a word document. However, you are required to upload additional excel worksheets to show supporting calculations for full credit. Please upload all the required files before you hit the submit button.

Q1. Refer to the Harrington Company case discussed in class, specifically to Exhibit 9. Making reasonable assumptions from information provided in the case, estimate the fixed costs, variable costs, and the break-even volume of sales (units of active wear) required to meet these costs. Next, estimate the targeted market shares by considering different versions of appropriate market size that may be available to Harrington Company given its price point, and channel availability.

Critically discuss your answer with the above analysis and any other qualitative comments. .Discussions centered on the marketing challenges stemming from the different scenarios on addressable and accessible markets will earn higher scores. Do you think Harrington Company should go ahead with this project?

This answer expects excel worksheets as necessary. Your primary answer for this question should not exceed one single-spaced page. (7-points)

Q2. Referring to the lecture on competitor analysis research Amazon, Google, Apple and Facebook, and reflect on the following. Please include your list of references consulted. (5.5 Points)

a. Do you consider them competitors? How so? If not why not?

b. Do you expect any one of these four to emerge as the clear market leader?

c. Alternatively, do you expect some type of merger among these players?

d. Might there be fifth /sixth forces (e.g., Microsoft, Samsung, Twitter, LinkedIn, CISCO, Verizon, AT&T etc…) - unforeseen competitors that upstages these four players? (Word limit for Q2 1000 minimum-1500 words maximum)