EBK MARKETING
EBK MARKETING
9th Edition
ISBN: 9780134292779
Author: Stuart
Publisher: YUZU
bartleby

Concept explainers

Question
Book Icon
Chapter 13, Problem 35C
Summary Introduction

To determine: The factors that are important to understand the decision situation.

Case summary: BSA- a non-profit organization that was founded in 1910 to teach and develop boys to become a better man. The organization runs programs that are mainly focused on service, outdoor adventure activities, and leadership development. Boys complete each activity and earn ranks and the highest rank was the E Scout. It was so famous that around 1970, there were 5 million boys in the group and suddenly in the recent few years, they saw a decline in participation to 2.3 million. Such a decline was because of parents and kids getting attracted to after school activities, they started having busy family schedules, and the perception of some family about scouting was that it is “old-fashioned”.

Therefore, in 2017, they decided to admit girls into all their programs because they claimed that they received a lot of parent’s requests to admit their daughters into the organization. To reach out to all such families who were interested to send their daughters, BSA opted for a multifaceted marketing campaign and used a new name for their programs as “Scouts BSA” in which Scouts referring to both boys and girls. They used the “See You Out There” campaign which included flyers, brochures, and stickers using a very clever tagline, i.e., Scout Me In . They employed an advertising agency which was managing their advertisements and campaigns.

Because of their decision of admitting girls to their programs, they discovered a very close new competitor, i.e., the 117 years old GSA which were the ones opposing their decision. They suggested the BSA not to opt for such a decision and should focus on serving 90% of the American boys not participating in Boys Scouts.

After 2 weeks of the decision announcement of the BSA, the GSA launched a campaign naming “Lifetime of Leadership” featuring their famous alumni such as tennis superstar VW, news anchor KC, etc. The campaigning was done in the continuation of rebranding effort which was done to associate the organization with leadership rather than just cookies.

Such a step of BSA could make an impact on the attitudes and priorities among U.S. parents and boys and girls. The future will tell that such a step has helped them achieve their goals or not and the impact of the change on GSA.

Blurred answer
Students have asked these similar questions
How can I solve this financial accounting problem using the appropriate financial process?
Base Ethical dilemma teaser. ABC Plastics Co. contracts with NASA to manufacture component parts used in communications satellites. NASA reimburses ABC on the basis of the actual manufacturing costs it incurs, plus a fixed percentage. Prior to being awarded a contract, ABC must submit a bit that details the estimated costs associated with each project. An examination of ABC's job cost sheets reveals that actual costs consistently exceed cost estimates quoted during the bidding process. As a consequence, NASA ends up paying considerably more than the bids ABC submits. An ABC representative was recently quoted as saying, "We really aren't overcharging NASA for the work that we do. The actual costs shown on our job cost sheets seem high only because we are forced to understate our bid estimates in order to be awarded contracts. It's a common practice, and everybody does it. The truth of the matter is companies that quote realistic bid prices are not awarded contracts." Let us assume that…
You should access one of the short videos of the LinkedIn course "International Business Foundations" by Kyle Hegarty. The discussion is about the content of the segment "Research market conditions for increased chances of success" that can be found in part 2 of the course under: "Improve Your Chances of Winning Overseas." Once you have watched the segment, please answer the following question: What do you think will be the most critical challenge for the expansion of the company you selected into the international market targeted?
Knowledge Booster
Background pattern image
Marketing
Learn more about
Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, marketing and related others by exploring similar questions and additional content below.
Similar questions
SEE MORE QUESTIONS
Recommended textbooks for you
Text book image
Principles of Management
Management
ISBN:9780998625768
Author:OpenStax
Publisher:OpenStax College
Text book image
Marketing
Marketing
ISBN:9780357033791
Author:Pride, William M
Publisher:South Western Educational Publishing
Text book image
Foundations of Business (MindTap Course List)
Marketing
ISBN:9781337386920
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning
Text book image
Foundations of Business - Standalone book (MindTa...
Marketing
ISBN:9781285193946
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning
Text book image
Understanding Management (MindTap Course List)
Management
ISBN:9781305502215
Author:Richard L. Daft, Dorothy Marcic
Publisher:Cengage Learning
Text book image
Contemporary Marketing
Marketing
ISBN:9780357033777
Author:Louis E. Boone, David L. Kurtz
Publisher:Cengage Learning