In this simulation, you are assigned the role of Senior VicePresident for Marketing at Enhanced Analytics, Inc., a provider ofmarketing and consulting services, with headquarters in Austin,Texas. In this role, you report directly to the CEO of the companyand are responsible for decision-making and marketing strategy. Youoversee a department with 25 employees at the company. The CEO ofthe company has informed you at the weekly executive meeting thatPremier Drinks of Sofia, Bulgaria - a key client of EnhancedAnalytics, Inc. - has reported a drop in sales, despite anexpensive and carefully managed marketing campaign produced by yourdepartment. The management of Premier Drinks reports increasedcompetition in the soft drink market in Bulgaria. Two companies -one from Poland and one from Germany - have recently establishedoperations in the country. You were already aware of the trends inthe local competitive environment from the periodic reportsreceived from your campaign manager in Bulgaria. You have alsostudied the marketing efforts of some of your client's competitorsand continue to believe that your campaign, particularly thepromotional and pricing strategy adopted, is superior. The managersof Premier Drinks suspect that their local competitors have madepayments to some of the local officials in exchange for anopportunity to sell their products in local government buildingsand at sporting events, many of which have been off-limits toPremier Drinks. This lack of access has put a dent in the salesfigures of Premier Drinks, and the company is now seeking guidancefrom Enhanced Analytics as to how to proceed. The executive team ofEnhanced Analytics, led by the CEO, will be meeting to reviewoptions, next week. In your own words, prepare a report for thecompany's executives, containing the following sections (do notworry about being right or wrong; simply offer your perspective onthe company’s situation and your recommendation):
3. Decision Options - an outline of 4 specific courses of action/ decisions that your client can make to solve the problem. Thepurpose of this section is to get a clear overview of the optionsavailable to management. Because the company has limited resources,management will have to pick the best option
4. Decision - a clear recommendation, outlining which one of the4 options is the best
5. Justification - a clear, concise justification of yourdecision from #4
