Lebron_James_case_studyfamilytree

Lebron_James_case_studyfamilytree - Lebron James Case Study...

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Group Members: Belal Akhtar Zion Kim Dhaval Naik John Moran Fan Yang Lebron James Case Study
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Overview of Case Lebron James and his marketing firm LRMR face a problem that must be solved. The team needs to decide which video game endorsement deal to pursue. Each deal differs in its benefits/income and its cons/costs. It is our job to advise Lebron on which endorsement deal he should take by analyzing each deal using the marketing tools and knowledge we have obtained.
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Table Representation Income Benefits Requirements Costs/Cons EA Sports: NBA Live 1st year: $400,000 2nd year: $300,000 Good Exposure Well- known/sound company Two days for commercials Two media appearances Other Promotion Don’t own game No portion of sales (fixed payments) 2K Games: NBA 2K 1st year: $300,000 2nd year: $350,000 >4 million units: $400,000 3rd year Year 1 >3 million units: $1.5 million Year 2 >3.25 mill: $1.5 million Sponsorships and advertisers Best basketball video game currently on the market in terms of sales and popularity Motion picture” session TV commercial One day of PR and media Brainstorming sessions Interviews Marketing events Significant time cons- traints Xbox Live $250,000 advance >3 million: Control over game development Involvement over development More work and time required to
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1) What type of case is this? This case is a decision case. The case involves studying the case to come up with a business decision based on the information given. Lebron and his firm are left with making an important decision between three videogame endorsement offers between the three video game companies. The consequences of choosing the wrong one, the one that can potentially hurt their long- term goals, can be severe. Management is looking at the amount of time commitment, the amount of money that can potentially be earned by James, and the flexibility the firms may offer him. These factors must go in to the decision-making process. The case can also be one of evaluation when weighing the various options that each endorsement offers. Every firm offers something of value to James, however the
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Lebron_James_case_studyfamilytree - Lebron James Case Study...

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