Tim May Jet Ski Case Final - Tim May MKTG 4848 Jet Ski Case...

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Tim May MKTG 4848 Jet Ski Case 1/26/12 Jet Ski Case Analysis First Analysis At first glance of this case—before really diving into SRITH—it is apparent that Ann, the salesperson/manager in the case, is clearly at fault for off-loading a product onto an unknowing consumer. Ann sees that the inventory of three-seat jet skis is high and wants to sell one before she has to hold onto it for the entire winter. She gets the opportunity when she encounters Alan in her store. Alan is obviously new to the area and also new to the water sport scene. It would’ve been more socially responsible for Ann to first educate Alan about the water sport industry’s offerings and then cater to his needs as an individual, instead of pushing the large model on him. It is the privilege and responsibility of a salesperson to ask them questions about what they need and to educate their client about what they are buying. Ann does neither of these things and instead just seizing the chance to get rid of some over- stocked inventory. On the other hand, Alan did not put much research into the purchase decision except for seeing some jet skis on the lake and deducing that they would be fun to own and use. Alan should have shopped around and did some research about the product that would suit him correctly. As a consumer, Alan must do at least some kind of research with empirical evidence to be able to make an educated decision about what type of Jet Ski would best fit his needs. The real missed opportunity here is on Ann’s part though. She was so consumed with trying to sell Alan one expensive jet ski that she could have easily sold him two smaller jet skis, and a larger trailer to tow them. These smaller jet skis and larger trailer would have been much more than the $12,000 that Alan paid for the larger, three seat model and its trailer.
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SRIHT Analysis After reading through the SRIHT material and getting a basic understanding of how to incorporate and apply the decision elements into the case, I read the case and my first analysis again. I realized that the best way to use the decision elements was to directly conjoin then different parts of my first analysis. In this section, I will use the decision elements to elaborate on my first analysis. 1. When Ann off-loaded this three-seat jet ski to Alan, she did a quick SWOT analysis of her buyer (3S-p4-C-6). Ann's strength lies in the fact that she is much more knowledgeable about the three seat jet ski, and Alan is coming into the store with the motivation (1S-p10-G-4-a) that Lakeside Recreation is a reliable store with which to shop. Ann seems to have little weakness from this point of view, but one could argue that her weakness for the need to make a sale of an item she does not wish to have in her inventory is a weakness in the realm of social responsibility and ethics. Ann realizes that Alan is financially prepared to make an investment in a jet ski. He has a great occupation (3S-p10-G-3-b) and has recently moved to the area, never having lived on a waterfront before (3S-p10-G-3-a). Ann
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This note was uploaded on 03/12/2012 for the course BUSINESS 4500 taught by Professor Warren during the Spring '12 term at Youngstown State University.

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Tim May Jet Ski Case Final - Tim May MKTG 4848 Jet Ski Case...

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