大锦囊001think.com（品牌营销第一资料库）海量精品策划资料!QQ:1242116556#1STOPPEDATTHE3-YARDLINEScenario:Theclientisamanufacturerofsportsequipmentandsupplies,withgreaterthan$550million/yearinsales.Theyhavejustpurchasedasmall,strugglingsportsmagazinewithroughly$1.5million/yearinsalesforthepurposeofgainingaccesstoitssubscriberlistfordirectmarketingpurposes.Arecentcourtdecision,however,hasforbiddentheuseofthesubscriberlistforsuchapurpose.TheCEOoftheclienthasaskedforhelpdecidingwhattodowiththiscompany.Whatavenueswouldyoupursue,whatinformationwouldyoulookfor,andwhatsuggestionswouldyoumake?AdditionalInformation:Theclientcurrentlysellsprimarilytoretailchains.Theyaretryingtostartadirectmarketingbusiness,becausemarginsareroughlytwicewhattheyaresellingretailbusinesses.Themagazinesellsprimarilythroughsubscriptions,withasubscriptionlistofroughly35,000.CaseDiscussion:Thestudentcantakethiscaseinseveraldirections.S/hecandiscussattemptstotrytoturnthemagazinecompanyaroundthroughexaminingstrategicoptionsorthroughfocusingontheoperationsofthecompany.S/hecanassessthepossibilitiesfordisposingofthecompany.S/hemaydiscussthesynergiesthatmaystillexist,suchasthestrengthofthefreeadvertisingandtheimplicationsofthepurchaseuponthemagazine’sbusiness(revenuefromotheradvertisingmaysuffer).S/hemayalsocomeupwithcreativesuggestionsforhowtousethenewcompanyinaslightlydifferentway,forexample,tousethefacilitiesforproductionofinternalormarketcommunications,orusingthemagazinetoconductmarketresearch.
