Body Glove

Culminating Case Study Questions

Total: 60 points
Completion Deadline: May 7, 2022

Remember: While you may find information from others who prepared a Body Glove case study,
plagiarism is an academic offense, and an automatic failure for this exercise. It is strongly suggested
that you do your own work.

1. When we refer to culture, vision, and mission of a company (Chapters 1 & 2), how does Body
Glove’s heritage and philosophy contribute to its success? Utilize vocabulary and ideas found in
these chapters to respond to this question. (15 points)

The vision is typically a statement(s) that reflect the inspiration/passion of the founder/entrepreneur of
a company. It is more an internal document that sets the direction of how the company will move
forward in creating products and services that speaks to the passions of the business. In this case, the
students should remark on the desires of the two founders who had a love of water sports.

The mission is a statement(s) that addresses three elements: it refers to the target market (customers),
the product/service is produces, and something about the company’s competitive advantage in this line
of work. In this story, the mission addressed the location of the business – the customer market was
located on the west coast where the Pacific current was suitable to surfing and body boarding, and
the need for wet suits that protected outdoor enthusiasts from the cold currents. These were the
products the company initially produced. The competitive advantage was the location and the desire
to make high quality products. Another competitive advantage that students may mention is the fact
that the company exemplified pioneers in the field of wet suits.

Culture is a set of values, ideas, and attitudes that are learned and shared among members of the group.
In this case, the group were employees who shared the same vision, and all valued the type of
products the company produced. They enjoyed spending time working on and perfecting these
products. As the case study told us, “Their work was their playground”. They looked for employees
with the same attitude. The emphasis was on employees with creative minds.

2. Refer to the company’s official website at www.bodyglove.com. Utilizing the segmentation

bases you studied in Chapter 9 (segmentation and target marketing), describe how the brand
manager at Body Glove would describe the consumer target market for at least two of its
products. Use a minimum of two segmentation bases as subheadings when describing the
target markets. (15 points)

1# Name a Product _________________________

Demographics:

Geographics:

Psychographics:

Benefit:
 2# Name a Product _________________________

Demographics:

Geographics:

Psychographics:

Benefit:

The student will select two of the current products the company sells, which can be
swim wear, body boards, wet suits or other and define the target market for this
item(s) using the segmentation bases mentioned above. Use your creativity!

3. Referring to Chapter 9 and the perceptual map, create a map and designate where Body Glove
belongs as well as at least three of Body Glove’s competitors. You will need to do a little
research and find other companies that compete with Body Glove. You may want to Google to
find the companies with the most market share for Body Glove’s main products such as body
suits and boogie boards (15 points).

Price

Quality

4. Using the criteria provided for you in Chapter 11 (brand management chapter), explain why
changing its brand name was a good decision. You must define and mention criteria provided
for you in this chapter (15 points).

In this response, the instructor is looking for the criteria mentioned by the author in CH 11 and how this
applies to how Body Glove proceeded with their name change and selection.