Case Study 2
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Clayton State University *
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Marketing
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Feb 20, 2024
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docx
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1.
Complete a SWOT Analysis for Johnson Design. Explain your answers. What information do
you believe is most important from this analysis of the company's strengths, weaknesses, opportunities, and threats? a
Strength
i.
Innovative Product with Patented Tech.
ii.
Good Customer Feedback iii.
Competitive Pricing
iv.
Award Recognition and Media Coverage
b
Weakness
i.
Pricy initial investment
ii.
Limited success in finding effective distribution channels.
iii.
Lack of access to major hardware retail chains
iv.
Reliance on a single product for company revenue
c
Opportunities
i.
Potential growth in home improvements
ii.
Expansion to international markets
d
Threats
i.
Competition from alternative drywall repair solution
ii.
Difficulty in finding effective distribution partners.
iii.
Uncertain market demands 2.
From the information provided in the case, how much has Johnson Design invested in the "Dry Wall Fix" to this point? Are these the total costs incurred by Johnson Design and Steve Johnson on the product? If not, please explain. a
Johnson Design has invested a substantial amount in the "Dry Wall Fix" product, including:
i.
Costs for patenting ii.
Manufacturing
iii.
Packaging
iv.
Marketing v.
Trade shows.
However, the case does not provide an exact total cost. Additional costs, such as research and development, may not be included. To determine the total investment, more detailed financial
information would be required.
3.
What strategic alternatives did Steve Johnson have after inventing the "Dry Wall Fix"? a
A Strategic Alternative would include:
i.
Continuing to explore distribution options and partnerships.
ii.
Targeting international markets
iii.
Considering licensing the technology to established players in the market.
4.
Based on your SWOT Analysis, what do you believe was the best strategic option for Steve after inventing the 'Dry Wall Fix"? a
Continue exploring distribution channels with a focus on reaching major hardware retail chains.
b
Explore International Markets
5.
Do you think that Steve made any mistakes in researching the market and/or marketing his product?
a
Not fully understanding the distribution needs and challenges of the product in the home improvement market.
b
Insufficient market research to assess demand and competition accurately.
c
Overestimating the potential success of the QVC partnership without meeting their sales threshold.
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