[SOLVED] Casper,the Mattress and Bedding Company

Key Learning Objectives (for all written activities): 1) Apply knowledge learned in specific modules to actual business phenomenon. 2) Develop/enhance business research and analysis skills. 3) Communicate marketing knowledge in a formal business style research report/insight. Instructions • For citations, please use APA style. Information on APA style can be found through various online sources. Please note that there may be various variations of the APA style so whichever one you use would be fine. However, please maintain consistency in whichever format you use. Here is an example. In-text Citation Example Transaction cost theory, originally proposed by Coase (1937) and then developed upon by Williamson (1975), examines the efficacy of performing a particular transaction internally versus externally (Geyskens, et al., 2006). In that regard, TCA evaluates the benefits and disadvantages of outsourcing vis a vis in-house development of a product (Ang and Straub, 1998; Bhali and Rivard, 2003; McNally and Griffin, 2004). This information is proprietary to Dr. Imran Khan. Scanning, copying, website posting, or reproducing and sharing in any form is strictly prohibited. 2 | P a g e Bibliography Format Example McNally, R.C., and Griffin, A. (2004). Firm and individual choice drivers in make-or-buy decisions: a diminishing role for transaction cost economics? Journal of Supply Chain Management. 40(1), 4-17. • The research paper must have a minimum of 10 references in the bibliography section. The sources that are provided in this paper can be part of the 10 references. • Page Length: 4 -7 pages, single-spaced (including any charts; excluding cover page and bibliography). The paper must be at least 4 pages in length. While there is no penalty in terms of going over the 7-page limit, it is recommended that you stay as close to that number as is possible to minimize any repetition, etc., in the write-up. • Students are not required to include charts/figures but if you do choose to use these, charts must be embedded in the main body of the paper (in relevant sections) and not in an appendix. Chart/figure numbers and titles must be used. Please make sure that the chart/figure is legible. Please cite the source for the chart at the bottom. Example Figure 1: Housing Demand in the US, 2019 Source: Zillow Group • Important – Students are required to meet the Turnitin threshold of 20% content match or less. Turnitin is already integrated in Moodle and all you need to do is click on the assignment link and it will give you the option to upload the paper and will generate a content match percentage score. If your match percentage is higher than 20%, you will have the opportunity to take down the document and re-submit it until the due date. Please note that sometimes the Turnitin system, This information is proprietary to Dr. Imran Khan. Scanning, copying, website posting, or reproducing and sharing in any form is strictly prohibited. 3 | P a g e depending on how busy their servers are, takes a bit longer (perhaps several hours) to provide the match percentage score. If the system does not generate your match percentage right away, please log out of Moodle and log back in and you should be able to see the match percentage score. A tiered penalty system will be applied for match percent higher than 20%. Please avoid excessive use of direct quotes from any of the research sources. The write-up/answers should be in your own words and excessive use of direct quotes will almost certainly raise the Turnitin content match percentage. • Each question must be labeled, {e.g. Q1 (a)}, and must be answered separately. • Students should use additional research (beyond what is provided with the assignment) to support your answers. • Unless otherwise, late submissions may not be accepted or may receive partial credit only. If an extraordinary event prevents you from submitting your paper on time, please advise both myself and the academic coaches ahead of time or at your earliest. This activity relates to material covered in Modules 1 & 2. Please leverage relevant information from the modules to help you develop answers to activity questions. This activity focuses on Casper, the mattress/bedding products company, which uses direct and indirect channels to sell its products. Relevant URLs 1. Casper Main Site 2. Casper Labs 3. Casper – Investor Relations 4. Casper First Quarter 2020 Earnings 5. Casper – Investor Presentation – June 2020 6. CNBC Article 7. Sealy – Investor Presentation – May 2020 In addition to the above URLs, you must conduct additional research to develop a deeper understanding of trends in the mattress/bedding products market. Q.1. (a) Develop a SWOT analysis for Casper. In doing so, identify and explain 3 strengths, 3 weaknesses, 3 opportunities and 3 threats which may affect the company. Your SWOT analysis should focus on the company, its products, and business model. It should not be driven solely by COVID-19 and its impact. Use research to support your answer. (25 points) This information is proprietary to Dr. Imran Khan. Scanning, copying, website posting, or reproducing and sharing in any form is strictly prohibited. 4 | P a g e Hint: Strengths and weaknesses are internal in nature. Opportunities and threats are tied to the macro environment such as social/cultural shifts, economic outlook, competition, regulation, etc. Opportunities are not the same as recommendations, i.e., Casper should enter foreign markets. Rather an opportunity is a trend, e.g., growing consumer incomes in emerging markets. Similarly, threats are also external to the company and should not be confused with weaknesses. Answer Format: Use headings and sub-headings. For instance, the main heading could be Strengths and you can use a sub-heading for each strength followed by an explanation. Or the main heading can be Strengths and you can create a bullet-point list below that. However, each bullet-point must have sufficient details/explanation and it cannot be just trengths and you can create a bullet-point list below that. However, each bullet-point must have sufficient details/explanation and it cannot be just a two or three word sentence. (b) Are any of Casper’s strengths sustainable over the next 24 months? Explain your answer. Use research to support your answer. (10 points) Answer Format: Identify the strength (s) using a heading followed by brief explanation. Q.2. (a) Identify and explain 5 evaluation criteria (and not the steps in the purchase decision-making process) a consumer is likely to use when purchasing a mattress. Use research to support your answer. (25 points) (b) How does Casper rank on each of these criteria? (Excellent, Good, Fair, Poor)? Explain your rationale. (10 points) Answer Format: For part (a), list each criterion using a heading followed by an explanation of why that criteria are likely to be important to a buyer. For part (b), you can develop a chart/matrix or use a different format. Briefly explain the rationale behind each ranking. Q.3. (a) Which of the following marketing growth strategy(ies) is the company employing currently? See Figure 1 below. Use research to support and explain your answer. (15 points) Hint: Growth strategies typically focus on expanding revenue, market share, and profitability, or a combination of these. (b) Which strategy(ies) (see Figure 1 below) makes the most sense over the next 12 – 24 months? Explain your answer and list any assumptions you made in proposing the strategy. (15 points) Hint: For part (b), one way to come up with a relevant strategy is to review the SWOT analysis to see if you can find something there that relates to Figure 1 and may be worth This information is proprietary to Dr. Imran Khan. Scanning, copying, website posting, or reproducing and sharing in any form is strictly prohibited. 5 | P a g e exploring. Another way would be to look at the customer purchase criteria which you identified. Answer Format: Each part must be answered separately. Use headings or subheadings followed by an explanation


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