Marketing in Diverse Environment (code MBA540)

Student information
Name and surname Student’s name and surname
Delivery date 01/01/2022

Activity 1: Best Buy: Creating a winning customer

experience in consumer electronics

Main objectives

This case study will relate the theoretical concepts regarding creating value for the
customer, strategic planning and optimizing customer relationships. It will also
identify the importance to organizations of creating value in order to achieve a
competitive advantage.

Description of the activity and instructions

You must have read and reviewed the Units prior to this case study.

The Units addressed so far involve marketing management, creating value for the
customer and managing the customer relationship. You must refer to this
conceptual information and use your professional experience to prepare your
responses, and you must also use additional information from the Internet on the
most important aspects of the case study, after looking for evidence and
documenting this information. The most important aspect is the justification for
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your responses. Respond to the questions and reach a final conclusion.

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Marketing in Diverse Environment (code MBA540)

Questions:

These questions are intended to help students focus on the key elements as they
read the case.

▸ What elements of the marketing strategy have been most important to create
value for the brand? Explain and justify.
▸ Develop a strategy to create the Best Buy consumer experience map with the
two main objectives being innovation and maintaining a long term relationship
with its customers.
▸ Explain and justify what Best Buy should do to create a memorable omni-channel
experience for its customers.
▸ How do you evaluate the Kellogg student’s proposals? What are their strengths
and weaknesses? Would you propose anything other than the case study
solution?

Maximum length and format

The response should have a maximum 5 pages, using font Georgia 11 and spacing
1.5.

Assessment criteria

The evaluation criteria will be as follows:

▸ Perform a detailed analysis of the brand’s value.

▸ ©Understand
MIU City University
the Miami
experience map and how to apply it to strategies that improve
customer relationships.
▸ Analyze the contact points regarding the omni-channel experience.
▸ Review the case study proposals and propose creative improvements.

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Marketing in Diverse Environment (code MBA540)

© MIU City University Miami

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Marketing in Diverse Environment (code MBA540)

Bibliography
The report should include a bibliography in APA format, which means details of all
the bibliographic references in the report. Plagiarism is not permitted. Therefore,
any reference should be correct. If plagiarism is detected in more than one
question, it will be notified as a serious breach to course management.

Academic criteria for references should be followed.

▸ All the references in the text that respond to the questions should appear in the
bibliography.
▸ All the references in the bibliography should be referenced in your text.
▸ An additional bibliography should not be added that suggests interesting related
references as additional reading.

The bibliographic references should focus on references used to respond to the case
study questions.

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