HalloweenCostumes com's scary season / Randi Priluck and Andy Borchers.

Format:

Book

Author/Creator:

Priluck, Randi, author.

Borchers, Andy, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Electronic commerce--Case studies.

Electronic commerce.

Market segmentation--Case studies.

Market segmentation.

Halloween costumes--Marketing--Case studies.

Halloween costumes.

Physical Description:

1 online resource.

Place of Publication:

London : Society for Case Research, 2020.

Summary:

Steve Lubahn, marketing director for HalloweenCostumes.com, was facing a number of scary competitors and an evolving industry. Though Amazon was a partner, price-conscious shoppers were beginning to search for products on the site, and Amazon could spend heavily to promote itself. New, smaller competitors offered discounted products, while bigger players like Party City, Spirit Halloween, and Oriental Trading all sold costumes and other holiday merchandise. Steve had to plan for the 2018 Halloween season by examining the past successful strategies and considering the changing competitive landscape. His major competitive advantage was his high-quality products based on exclusive designs aimed at a higher-end consumer. To attract its target market, the company used paid and organic social media and search engine marketing as well as email and a blog. The case outlines the company's 2017 competitive position and asks students to use Porter's Five Forces and the Five C's to analyze the competitiveness of the industry and as a basis for evaluating the brand's digital strategy. In addition, students will consider how HalloweenCostumes.com should proceed in terms of goal setting, targeting, and promotional strategy given the competitive and theoretical issues. The decision case is appropriate for upper-level undergraduate courses in digital marketing, media and advertising, or strategy. The theoretical basis for the case lies in competitive analysis using Porter's Five Forces and the Five C's to demonstrate the competitive nature of the industry. In addition, the case has many practical applications. Specifically, students are introduced to digital marketing and communications techniques for growing an online business. The case includes discussions of segmentation and targeting, paid and organic media, search engine optimization, keywords, and content strategies. These are important strategic issues in digital communications and integrated marketing communications.

Notes:

Description based on XML content.

ISBN:

979-83-488-3632-0

OCLC:

1569208616

Publisher Number:

T299692