Henderson Bas- Case Study

Marketing Management (MM1)

COMM 7035

Henderson Bas- Case Study

July 3, 2010

Table of Contents

1. Executive Summary 3

2. Problem Statement 4

3. Company Objectives 4

4. Company Background 4

5. Analysis 4

5.1. SWOT Analysis 4-5

5.2. Market Analysis 5-6

5.3. Competitive Analysis 6-7

6. Key Factors 7-8

6.1. Key Opportunities 7-8

6.2. Key successes 8

6.3. Key Uncertainties 8

7. Alternatives 8

7.1. Alternative 1 8-9

7.2. Alternative 2 9

7.3. Alternative 3 10

8. Recommendations 11

9. Action Plan 12

10. Contingency Plan 13

1. Executive Summary

A SWOT analysis was prepared, followed by a market and competitive analysis, along with the perceptions map with customer's perceptions. In addition, the key factors were identified into opportunities, successes, and uncertainties.

Based on the analysis, 3 alternatives were identified:

We recommend alternative.

2. Problem Statement

Louisa Morgan account manager for henderson bas (hb), a Toronto based interactive advertising agency, has been working on a campaign with a new client Halpernia Industries (HI). HI has agreed upon as strategic plan with hb , however has rejected 2 different creative proposals hb has come up with based on the strategic plan.

3. Company Objectives

• Provide revenue for investors

4. Company Background

4. Analysis

5.1. Market Analysis

$4,310,104,000 $8,197,205,000 $18,069,288,953

Strengths

• Well established company

• Good reputation

Weaknesses

Opportunities

Threats

• Nature of the industry is to always be out doing the completion with new technology

5.2. Market Analysis

Segment