Project #42220 - Entrepreneurship

WA#4 – The Ford Fiesta (HBS 9-511-117)

1.            The Fiesta Movement appears similar in its design to the “Web 2.0 Interactive (Inbound) Marketing” model described in the lecture slides (S09) The company, mission control, agents, missions, test drives and consumers all played key roles, as well as a number of social networking platforms, including YouTube, Facebook, Twitter, Flickr, and various blogging sites. Prepare a network diagram that identifies the key players and summarizes the information flows, content, controls, etc. that comprise the structure of the campaign.

2.            Briefly summarize the objectives of the campaign (see pp 5-6 and Exhibit 6 of the case). View at least three of the mission videos available on YouTube (search for “the Fiesta Movement”). Summarize the theme and content of each and evaluate how effectively each video contributed to the objectives of the campaign. Would these videos have stimulated your interest in taking a test drive and/or ultimately purchasing a Fiesta?

3.            How did The Fiesta Movement challenge the conventions of the traditional approach to marketing in the automobile industry? What elements were different? What were the same? Summarize your conclusions in a table. Among the factors that might be considered are objectives, target customers, message content, message format, channels, performance metrics, etc.

Outline Form Response (6-8 pages)

Format. Your name the course number and the date should appear in a header at the beginning of each page of the document. The body of each written assignment should comply with the page length guidelines specified for the assignment. The use of charts and exhibits is encouraged, to the extent that they help you make your points. Charts and exhibits should be numbered and appropriately referenced in the document. A list of references should be attached as required. Cover pages, charts or exhibits, and lists of references are not included in the page count. The manuscript should use 11- 12 point type, double-spaced, with 1” margins all around. Appropriate titles and section headings should be used. Number the pages and staple in the upper left corner. Binders and report covers are neither necessary nor desired.

Outline Form Response (6-8 pages). The assignments specify an outline form response. I will expect a statement of the question followed by a bulleted or numbered list of the key items in your response. A format example is attached.

CASE ANALYSIS GUIDELINES

ï‚·Identifying key organizational issues (decisions or actions required in a given situation).

ï‚·analyzing the situation (identifying problems; understanding the underlying causal factors; and identifying andevaluating options)

ï‚·recommending specific actions (what should be done, by whom, when and in what sequence) to address the keyissues.

Specific questions have been provided to focus your analysis of each case. In general, there are no “right” or “wrong” answers for a specific case – different approaches and insights are possible, depending on your individual perspective and approach. Regardless of your approach and conclusions, I expect you to make recommendations that: (1) address the identified issues; (2) follow logically from your analysis and conclusions; and (3) make sense (are feasible) in the context of the case situation.

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Due By (Pacific Time) 10/10/2014 02:00 pm
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