Positioning a Watch
Case Study 4
The purpose of this case study activity is to enhance your learning in the course by exposing you to a real-world
business scenario. You will be asked to use key principles learned in the course as well as critical thinking skills to
make specific decisions and to recommend a course of action in each scenario.
A case study is a scenario that requires you to use your judgment and your knowledge of key principles and
concepts learned in the course to make a management-level decision or recommendation.
Please, write your assignment in Microsoft Word. After you have completed your work on the assignment, save the
document in the following format: “YOUR NAME – CASE STUDY 4”. Submit the assignment document to the
correct location in the course. Your instructor will retrieve the file you have submitted, grade your work and save
your grade in the course gradebook.
Keep in mind that you must submit your work by the deadline specified in the course. Late submissions will NOT
be accepted.
Positioning a Watch
In this simulation, you continue in your role of Senior Vice President for Marketing at Enhanced Analytics, Inc., a
provider of marketing and consulting services, with headquarters in Austin, Texas. In this role, you report directly to
the CEO of the company and are responsible for decision-making and marketing strategy. You oversee a
department with 25 employees at the company.
Enhanced Analytics’ new client is a maker of watches and other wearable electronic gadgets. The company has a
new product on its drawing board: a smartwatch that is capable of monitoring the user’s vital health stats, such as
heart rate and blood pressure, as well as displaying information about any incoming or missed calls from the user’s
smartphone.
The company is now in the process of identifying the ideal market segment for its upcoming product and you have
been tasked to assist. Your role is to identify a specific age group and geographic area that is most likely to want
to purchase your client’s smartwatch.
Prepare a written report for your client describing your chosen target market and your reasons for selecting it. The
report should contain the following sections:
- A description of the age group and the geographic area you recommend for the launch of the product. Include
specific data related to the size of this market.
- A justification (a minimum of 500 words), outlining the reasons you recommend this particular target market, and
not others.
Include outside research to support your ideas. There is no page limit to this assignment. The assignment will be
considered well-done if it contains all the required sections and subsections, if it is clearly written and your
thoughts and ideas are supported by specific data and research.
