1
INSTRUCTIONS FOR ROLE-PLAY TEAM
CASE
ROLE-PLAY TEAM CASE EXERCISE 1: BIRMINGHAM HILL CHEESE
COMPANY
This role-play team case exercise is designed to simulate actual marketing decision making in the real
world. Students take on assigned roles and then participate in a team discussion of the case.
Preparation
Break the class into teams of 5. The entire team should read the Background section.
Each student will take on a role of a particular employee within the organization. Each student should
focus on only his/her assigned role and represent that person. We realize that some students might try to
read all of the roles, but when they break into teams, they should only make comments based on their
assigned roles.
The roles for Birmingham Hill Cheese Company are:
• Ted Yancey, Co-Owner
• Delilah Yancey, Co-owner
• Skylar Donaldson, Operations Manager
• Ana Vigil, Promotion Manager
• John McDougall, Lawyer and Business Advisor
Team Meeting
Students should try to accurately represent the motivations and interests of their individual roles during a
team discussion (15-45 minutes depending on class activities). Teams should discuss each of the issues in
the case and complete any activities mentioned in the Background section.
The issues for Birmingham Hill Cheese Company include:
• A rival cheese maker may be coming out with a cheese identical to what Birmingham Hill was
selling.
• Birmingham Hill cannot meet the increase in demand at its current levels of production and has
been forced to delay shipments to stores.
• Birmingham Hill’s funds are strained from its rapid expansion, so it is unable to hire enough people
to make up for the shortage
• If the shortages continue, then Whole Foods will eliminate the brand from its shelves.
2
This case will require students to complete the following activities:
• Complete a SWOT analysis to identify at least two strengths, opportunities, weaknesses, and
threats
• Identify the target market, the marketing mix, and core competencies
• Identify ways to match its resources to market opportunities
• Use this information to create a new marketing strategy for Birmingham Hill.
This may be used solely as an in-class activity, or students can finalize reports outside of class.
Class Discussion (optional)
After the team meetings, instructors may choose to have teams discuss their findings and solutions with
the class. Students may also want to talk about some of the interpersonal dynamics in their teams and
their experiences as they worked toward a solution.
ROLE-PLAY TEAM CASE EXERCISE 2: NATIONAL FARM AND
GARDEN INC.
This role-play team case exercise is designed to simulate actual marketing decision making in the real
world. Students take on assigned roles and then participate in a team discussion of the case.
Preparation
Break the class into teams of 5. The entire team should read the Background section.
Each student will take on a role of a particular employee within the organization. Each student should
focus on only his/her assigned role and represent that person. We realize that some students might try to
read all of the roles, but when they break into teams, they should only make comments based on their
assigned roles.
The roles for National Farm and Garden are:
• Divisional Vice President
• Director of Product Development
• Directing of Manufacturing
• Director of Sales
• Vice President of Public Relations
Team Meeting
Students should try to accurately represent the motivations and interests of their individual roles during a
team discussion (15-45 minutes depending on class activities). Teams should discuss each of the issues in
the case and complete any activities mentioned in the Background section.
3
The issues for National Farm and Garden include:
• Owners are not operating Turbo Tillers with safety shields, despite warnings in the product
documentation, warning labels on the shield, and modifications that are covered by the factory
warranty.
• Over the last year, a number of farm animals have been killed by Turbo Tillers being operated
without the guard.
• Two weeks ago, a 7-year-old boy fell off a Turbo Tiller, resulting in an amputated arm.
• A Nebraska newspaper ran a front–page story about the boy’s accident.
This case will require students to complete the following activities:
• Use this information to create a plan of action for National Farm and Garden.
• Students should include Immediate Actions, Short-Term Actions (less than six months), and Long-
Term Actions (more than six months).
This may be used solely as an in-class activity, or students can finalize reports outside of class.
Class Discussion (optional)
After the team meetings, instructors may choose to have teams discuss their findings and solutions with
the class. Students may also want to talk about some of the interpersonal dynamics in their teams and
their experiences as they worked toward a solution.
ROLE-PLAY TEAM CASE EXERCISE 3: SEASCAPE
COMMUNICATIONS
This role-play team case exercise is designed to simulate actual marketing decision making in the real
world. Students take on assigned roles and then participate in a team discussion of the case.
Preparation
Break the class into teams of 5. The entire team should read the Background section.
Each student will take on a role of a particular employee within the organization. Each student should
focus on only his/her assigned role and represent that person. We realize that some students might try to
read all of the roles, but when they break into teams, they should only make comments based on their
assigned roles.
The roles for Seascape Communications are:
• Morgan Stanton, Chief Executive Officer
• Dylan Wilder, Public Relations Director
• Stacy McDougall, Chief Marketing Officer
• Lyle Patrecco, Marketing Research Director
• Randy Cho, Operations Manager
4
Team Meeting
Students should try to accurately represent the motivations and interests of their individual roles during a
team discussion (15-45 minutes depending on class activities). Teams should discuss each of the issues in
the case and complete any activities mentioned in the Background section.
The issues for Seascape Communications include:
• Seascape is facing increased competition from other smartphone companies, and the Wave cannot
compare with its rivals.
• The Wave managed to barely hang on due to its popularity with large business customers.
• With shares lower than they have ever been, a takeover of Seascape Communications is a
possibility.
• Seascape is heavily engaged in a variety of market research activities to help it determine its next
steps.
This case will require students to complete the following activities:
• Use early findings from exploratory research to determine how to improve marketing strategies.
• Recommend the appropriate target market for Seascape.
• Develop a list of recommendations the company can take to save Seascape from extinction.
Students should include Immediate Actions, Short-Term Actions (less than six months), and Long–
Term Actions (more than six months).
This may be used solely as an in-class activity, or students can finalize reports outside of class.
Class Discussion (optional)
After the team meetings, instructors may choose to have teams discuss their findings and solutions with
the class. Students may also want to talk about some of the interpersonal dynamics in their teams and
their experiences as they worked toward a solution.
ROLE-PLAY TEAM CASE EXERCISE 4: PARCEL INTERNATIONAL
EXPRESS
This role-play team case exercise is designed to simulate actual marketing decision making in the real
world. Students take on assigned roles and then participate in a team discussion of the case.
Preparation
Break the class into teams of 5. The entire team should read the Background section.
Each student will take on a role of a particular employee within the organization. Each student should
focus on only his/her assigned role and represent that person. We realize that some students might try to
5
read all of the roles, but when they break into teams, they should only make comments based on their
assigned roles.
The roles for Parcel International Express are:
• Casey Evans, Manager of Customer Relationship Management
• Robin Maignan, Vice President of Marketing
• Loren Chanchey, Vice President of Operations
• Sidney Dolce, Vice President of International Marketing
• Terry Nely, Customer Service Manager
Team Meeting
Students should try to accurately represent the motivations and interests of their individual roles during a
team discussion (15-45 minutes depending on class activities). Teams should discuss each of the issues in
the case and complete any activities mentioned in the Background section.
The issues for Parcel International Express include:
• PIE has fallen behind its competitors, even with its business customers. Its market share in this
industry also appears to be decreasing.
• PIE is ranked as one of the worst shipping companies for customer service, and even loyal PIE
customers say that they are considering alternative shipping companies if this problem is not
addressed.
• Consumers from developing countries are often choosing low cost domestic postal carriers rather
than PIE.
• PIE is struggling to comply with the many different regulations in international markets.
• There has been news of potential misconduct among PIE’s joint venture partners.
• One of PIE’s top sales managers is suspected of bribing government officials in China, Russia, and
Mexico. If true, this could subject the company to serious penalties.
• PIE managers are carefully considering ways to add social media to their advantage. However, the
company is unsure how to implement a digital marketing strategy.
This case will require students to complete the following activities:
• Develop a plan for improving customer relationships, dealing with employee issues related to
payment of bribes, and developing ideas for a digital marketing strategy.
• The goal is to make recommendations for immediate action and a longer-term strategic approach
toward improving marketing related to these areas of concern.
This may be used solely as an in-class activity, or students can finalize reports outside of class.
Class Discussion (optional)
After the team meetings, instructors may choose to have teams discuss their findings and solutions with
the class. Students may also want to talk about some of the interpersonal dynamics in their teams and
6
their experiences as they worked toward a solution.
ROLE-PLAY TEAM CASE EXERCISE 5: NATURE PURE
This role-play team case exercise is designed to simulate actual marketing decision making in the real
world. Students take on assigned roles and then participate in a team discussion of the case.
Preparation
Break the class into teams of 5. The entire team should read the Background section.
Each student will take on a role of a particular employee within the organization. Each student should
focus on only his/her assigned role and represent that person. We realize that some students might try to
read all of the roles, but when they break into teams, they should only make comments based on their
assigned roles.
The roles for Nature Pure are:
• Peter Towne, Product Brand Manager
• Jim Murray, Production Manager
• Jennifer Packard, Marketing Manager
• George Wallis, Quality Control Supervisor
• Ralph Johnson, Supervisor of Distribution and Shipping
Team Meeting
Students should try to accurately represent the motivations and interests of their individual roles during a
team discussion (15-45 minutes depending on class activities). Teams should discuss each of the issues in
the case and complete any activities mentioned in the Background section.
The issues for Nature Pure include:
• Nature Pure has many new competitors, and market share has been dropping.
• Managers who do not meet the company’s profitability goals would face potential termination,
placing enormous pressure on managers.
• Product Brand Manager Peter Towne was determined to meet the growth goals and told his team
that they would do whatever it took to succeed.
• Production Manager Jim Murray and Towne decided to begin using a new less-expensive
concentrate as their key ingredient. They decided not to alert consumers or change product labels
since the ingredient was deemed to be identical to the original and because this knowledge might
tarnish their brand image.
• Ten weeks after the decision, the quality control manager found something that looked like an
artificial ingredient. He feared it might be a chemical additive, which would contradict the brand’s
claim of being “natural” and could have legal implications. However, when he expressed his
concerns to Jim Murray, he was turned away.
• An external “watch dog” group has contacted the CEO and is meeting to share evidence that Nature
7
Pure contains artificial ingredients.
This case will require students to complete the following activities:
• Come up with an action plan to address product quality, labeling, misrepresentation of the
ingredient’s purity, and concerns about external watchdog groups that are claiming Nature Pure is
using artificial ingredients.
• Make recommendations for immediate action and a longer-term strategic approach toward
improving marketing related to these areas of concern.
This may be used solely as an in-class activity, or students can finalize reports outside of class.
Class Discussion (optional)
After the team meetings, instructors may choose to have teams discuss their findings and solutions with
the class. Students may also want to talk about some of the interpersonal dynamics in their teams and
their experiences as they worked toward a solution.
ROLE-PLAY TEAM CASE EXERCISE 6: REDRIVERSHOPS.COM
This role-play team case exercise is designed to simulate actual marketing decision making in the real
world. Students take on assigned roles and then participate in a team discussion of the case.
Preparation
Break the class into teams of 5. The entire team should read the Background section.
Each student will take on a role of a particular employee within the organization. Each student should
focus on only his/her assigned role and represent that person. We realize that some students might try to
read all of the roles, but when they break into teams, they should only make comments based on their
assigned roles.
The roles for RRS.com are:
• Vice President of Communications
• President, Chief Executive Officer, and Founder
• Vice President of Operations and General Manager
• Vice President of Marketing
• Chief Financial Officer
Team Meeting
Students should try to accurately represent the motivations and interests of their individual roles during a
team discussion (15-45 minutes depending on class activities). Teams should discuss each of the issues in
the case and complete any activities mentioned in the Background section.
8
The issues for RRS.com include:
• RedRiverShops.com has yet to show a profit due to high start-up costs and faces intense
competition from Amazon.com and eBay.
• Because acquiring additional financing has become increasingly difficult, RRS.com needs to break
even in the next two and a half years.
• The CEO developed an opportunity for a possible merger with ASMP, a major developer of
traditional shopping malls. Merging a popular e-commerce portal with a successful shopping mall
operator could create the ultimate “clicks-and-bricks” marriage.
• Issues associated with the integration of distribution and other marketing functions is a key
consideration in the merger decision
This case will require students to complete the following activities:
• Discuss the advantages, disadvantages, or even the feasibility of merging RSS.com with ASMP
malls.
• Approve or disapprove the proposed merger and provide your reasoning.
This may be used solely as an in-class activity, or students can finalize reports outside of class.
Class Discussion (optional)
After the team meetings, instructors may choose to have teams discuss their findings and solutions with
the class. Students may also want to talk about some of the interpersonal dynamics in their teams and
their experiences as they worked toward a solution.
ROLE-PLAY TEAM CASE EXERCISE 7: SHOCKVOLT ENERGY DRINK
This role-play team case exercise is designed to simulate actual marketing decision making in the real
world. Students take on assigned roles and then participate in a team discussion of the case.
Preparation
Break the class into teams of 5. The entire team should read the Background section.
Each student will take on a role of a particular employee within the organization. Each student should
focus on only his/her assigned role and represent that person. We realize that some students might try to
read all of the roles, but when they break into teams, they should only make comments based on their
assigned roles.
The roles for Shockvolt are:
• Public Relations Manager
• Advertising Manager
• Social Media Manager
• Vice President of Marketing
9
• Sales Manager
Team Meeting
Students should try to accurately represent the motivations and interests of their individual roles during a
team discussion (15-45 minutes depending on class activities). Teams should discuss each of the issues in
the case and complete any activities mentioned in the Background section.
The issues for Shockvolt include:
• Promotions for energy drinks are becoming more extreme, and Shockvolt is starting to appear
corporate and not as edgy as its competitors.
• Recently, Shockvolt has faced criticism because of the health risks associated with its products,
especially while exercising or consuming alcohol.
• Shockvolt sponsors athletic events, but several athletic organizations have released
recommendations that Shockvolt and other energy drinks should not be used for hydration or to
enhance performance due to their health risks.
• In the last year, Shockvolt’s market share dropped 7 percent.
• Executive leadership believes that the company’s marketing strategies are no longer successful.
Some employees believe that the marketing communications are no longer integrated, and others
believe that the company is not attracting new customers.
This case will require students to complete the following activities:
• Reevaluate Shockvolt’s marketing strategy and decide how to improve the company’s promotions.
• Address all four possible elements of a promotion mix (advertising, personal selling, sales
promotion, and public relations).
This may be used solely as an in-class activity, or students can finalize reports outside of class.
Class Discussion (optional)
After the team meetings, instructors may choose to have teams discuss their findings and solutions with
the class. Students may also want to talk about some of the interpersonal dynamics in their teams and
their experiences as they worked toward a solution.
ROLE-PLAY TEAM CASE EXERCISE 8: CLEAN TECHNOLOGIES INC.
This role-play team case exercise is designed to simulate actual marketing decision making in the real
world. Students take on assigned roles and then participate in a team discussion of the case.
Preparation
Break the class into teams of 5. The entire team should read the Background section.
