UMUC BMGT330 Assignment 2: Case Study

Assignment 2: Case Study
SarasSarasvathy’s Full Case Study & Questions

Part 1 of this assignment involves identifying the market
for this product. Utilizing the five questions that are provided under Problem
1: Identifying the market as a guide, prepare a 1 page assessment of how you
will determine the market for this product and the factors that must be
considered in identifying the ideal customer for this product. Based upon the information that you have
gathered from this case, discuss what makes this product unique and different.
Part 2 of the assignment involves evaluating the results of
the survey for the 3 focus groups that were presented under Problem 2: Defining
the market. Prepare a 2 page assessment of the results of the survey. Discuss
the key factors that must be considered in determining which customer base the
business should target. Discuss the pros and cons of focusing specifically on
each of the focus groups as potential customers. Discuss the critical decisions the business
must make in the process of determining the focus group that is the best fit
for the company in its initial roll-out.
Part 3 of this assignment involves evaluating the
competition and making a decision on the business model that the company should
choose to bring this product to market. Utilizing the 3 questions that were
provided in the Competition section as a guide, prepare a 2 page recommendation
on how this product should be brought to the market. Discuss the factors that
were considered in making the final decision.

Required Formatting of Case Study Report:
This report should be double spaced, 12-point font, and
three to five pages in length excluding the title page and reference page;
Title page;
Introductory paragraph and a summary paragraph;
Use headings;
Write in the third person;
Use APA formatting for in-text citations and a reference
page. You are expected to paraphrase and
not use quotes. Deductions will be taken when quotes are used and found to be
unnecessary;