Marketing Case Analysis Worksheet: Marketing 551
MUST INCLUDE in depth and detailed ANSWERS TO THE QUESTIONS BELOW.
Presentation must concentrate on these answers in NUMERICAL ORDER.
ALL non-presenting students must complete short case form linked in the syllabus. Keep a copy for your file.
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COWGIRL CHOCOLATES

1. What are some of the critical strengths and weaknesses of Cowgirl Chocolates that determine the success of this small business? Can the weaknesses be overcome by the strengths of the business?
2. Using the total product view, describe the “hot and spicy chocolate truffle” offered by Cowgirl Chocolates. Based on this product view, do you think this product will be readily accepted by consumers? Why or why not?
3. What market do you think the “hot and spicy truffles” is competing in—the hot and spicy food market, the chocolate candy market, the gift niche market, or other?
4. What is your assessment of Marilyn’s promotional efforts? In order for Marilyn to increase the sale of her chocolates, should she use a push or pull communication strategy?
5. As you examine Exhibit 2, you will note that Cowgirl Chocolates offers several gift packages (1/4 pound, 1 lb., gift bucket, gift basket, nothing fancy) that range in suggested retail prices from $8.95 to $59.95. Given these price and packaging alternatives what type of product (convenience, shopping, or specialty) is Cowgirl Chocolates? Based on this classification, would the buyer decision more likely to be a routine, limited or complex decision? Explain your reasoning.
6. The suggested retail price and wholesale prices of Cowgirl Chocolates products are displayed in Exhibit 2 along with the product and packaging costs. Based on this information, discuss the relative merits of using a cost-based, demand-based, or competition-based pricing method.
7. Construct a table consisting of the generic marketing mix strategies. Based on what you know about Cowgirl Chocolates, what marketing mix plan would you recommend to Marilyn and why?8. For a small business like Cowgirl Chocolates, what benefits and/or potential problems does a Web site offer?
9. Analyze the cost and financial information provided in Exhibits 2, 4, and 5 in the case. What does this suggest about Cowgirl Chocolates financial situation? Using this information, compute the breakeven sales revenue using information in Exhibit 5.
10. Given the current financial situation and breakeven target derived in Question 9, is it even worth the effort to try to increase sales through use of a distributor or should Marilyn end the business now?