School of Business Administration

Business Scholars focus on marketing strategies in latest case competition

icon of a calendarDecember 12, 2018

icon of a pencilBy Starr Brown

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Business Scholars focus on marketing strategies in latest case competition

students in black professional attire, seated in rows in a classroom, all looking forward
2018-2019 Business Scholar students listening to presentations during the case competition in October.

In their most recent case competition, teams of Business Scholars developed and presented marketing strategies to grow annual sales for Detroit Bikes. In the case, Detroit Bikes is seeking to become the largest bike manufacturer in North America, aiming to grow annual sales from 8,000 to 50,000.

The teams had three hours to analyze the case, strategize a plan and develop a presentation for the judges.

Two representatives from Marketing and Sales Executives of Detroit served as judges for this competition. Carolyn Sauer, manager, marketing and global sales excellence, HELLA Corporate Center USA, Inc., and Mike DeVilling, senior partner, Finn Partners, looked for presentations that were cohesive, well put together and explained the story of Detroit Bikes.

“It’s amazing to me that these students only had three hours to work together, map out a presentation and align on their strategy,” says Sauer. “This is really key heading into their professional careers because we don’t always have as much time as we would like to prepare for a meeting or a presentation.”

Case competitions challenge students to apply what they’re learning to real world situations. The Business Scholars – the business school’s program for high-achieving students – hold several case competitions throughout the year to polish students’ critical thinking and communication skills in a professional setting.

The winning team, Jacob and the Gals, stood out by identifying the external and internal environment factors facing the company, and developing a plan that incorporated a clear marketing strategy and specific tactics. Winning team members each received a scholarship equivalent to one credit hour tuition from the Marketing and Sales Executives of Detroit, which generously sponsored the competition.

Congratulations to Sarah Gauthier (MKT), Jahnavi Gudi (FIN), Kirsten Hewson (MKT), Jacob Norman (FIN) and Samantha Shina (Pre-Business).

“The case competitions teach teamwork and basic communication skills,” says Norman. “When someone has a better idea then you, it allows you to learn off of them and expand it with your own.”

About Marketing and Sales Executives of Detroit

Marketing and Sales Executives of Detroit is proud to be a supporter of students in their pursuit of marketing, sales and related careers. MSED works to engage in unique programs that encourage networking, professional learning and fundraising for scholarships. Students can join MSED at a student member rate that allows them to participate in a professional organization before they graduate. Check the MSED website regularly for upcoming events during school breaks or summer vacation www.msedetroit.org.

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