Professional Documents
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Case Study Questions
Case Study Questions
Are there franchises that need to be closed for good? If so, why?
4. Develop a marketing plan for one of the three worst OHL franchises. The plan must
increase attendance. A successful plan will provide interesting, original and unique
ideas for price, promotion, product and placement.
Case Study: Bank of America Sports Sponsorship
1. What decisions would you make on each of the four situationsNASCAR, USOC,
Dallas Cowboys, and the Colonialdescribed in the case? Why?
2. What is your assessment of Bednars approach to evaluating sponsorship decisions for
Bank of America? Please examine each of the two components separately (Return on
Objectives and Return on Investment
3. Bednar considers a sponsorships ability to help the banks business segments to be
significant. How does this appear to work in practice? Consider each of the three
elements of Return on Investment.
4. Regarding the specific LaSalle sports properties, what difference, if any, does it make
that Bank of America owned the Chicago Marath n and LaSalle Bank Open? What are
your views about hometown sponsorships?
5. Based on your efforts to apply Bank of Americas approach to the four specific ports
properties, what suggestions do you have for modifying the approach?
6. Some companies sponsor arts and cultural events and organizations. How applicable,
if at all, is the banks approach to sports sp ns rships to such non-profit activities?
Case Study: Maria Sharapova: Marketing a Champion (A)
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Should Max Eisenbud and the other members of team Sharapova engage in the
Motorola partnership? Should they consider any of the other possibilities? Why?
What should the teams general marketing strategy be for Maria Sharapova?
How can we describe the brand Sharapova?
What is agent Max Eisenbud's role? What can he do for Sharapova and for IMG? And
how is he compensated for his efforts?
How would you describe IMG's approach to selling athlete endorsements? What are
its strengths and weaknesses? How easy is it for competitors to replicate IMG's
model?