MyManagementLab - Try It 1- Simulation u2013 Teams -...

This preview shows page 1 - 3 out of 9 pages.

MyManagementLab Chapter 10 Simulation: Teams MGT 2530 – Try It 1: Simulation – Teams SIMULATION TITLE: Teams SIMULATION DESCRIPTION: Holden-Evan is a global powerhouse in beauty products including its Stanton skin care brand, the U.S. market leader in mid-priced skin care products for middle-aged women. A marketing team has been formed to pursue extension of the brand into the aging baby-boomer market, but its efforts soon stall. As Marketing Manager, you are assigned to diagnose the team's problems and make recommendations to turn things around quickly. You earned 100 percent. Background Holden-Evan is a global powerhouse in beauty products, including its Stanton skin care brand. Stanton is the U.S. market leader in mid-priced skin care products. The brand is sold in drug stores and discount megastore retailers nationwide. Throughout its long history, the Stanton brand has been marketed to middle-aged women with limited budgets and a taste for luxury. Given the aging of the population, Holden-Evan's marketing leadership believes there may be an opportunity to extend the Stanton product line to serve customers in the aging baby boomer market. Background A marketing team is formed to pursue extension of the Stanton product line. The team eagerly begins work, but its efforts soon stall. Seeing the lack of progress, the VP of Marketing assigns you to turn things around quickly. You meet with the team, get to know its members, and observe its functioning and effectiveness. You observe that team members seem unable to work together smoothly. They have difficulty overcoming obstacles. There is little direction or coordination in their work. No leader has emerged from their ranks. Key information, such as the production costs of proposed line extensions, is not available to the team in a timely manner. Interviewing Team Members
The team consists of three Marketing Analysts with different levels of experience and seniority. You decide to interview each team member individually. First you meet with Veronica, the most junior of the three marketing analysts on the team. Having previously worked on a number of successful teams, she is highly regarded for initiating and championing creative ideas. You ask for her observations about the team's efforts thus far. She says: "When the team first met, everyone seemed enthusiastic. We didn't have much direction so we all just started doing what marketing analysts do: gathering information about market demographics, spending habits, preferences, etc. After a week we held our second team meeting and compared our findings. Not surprisingly, everyone's data findings were identical." Interviewing Team Members Veronica continues: "Things got strange when I suggested ideas for moving forward. Jaime said we were '…getting ahead of ourselves' and '…we should focus more on the details of our task and establish rules before getting too deep into the creative side of things.' He caught me way off guard. Here I was already thinking about the creative side of

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture