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. Even though all
of the roles are printed in the textbook, 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 mention 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
have 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.
,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. Even though all
of the roles are printed in the textbook, 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 mention in the Background section.
,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. Even though all
of the roles are printed in the textbook, 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
, 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. Even though all
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. Even though all
of the roles are printed in the textbook, 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 mention 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
have 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.
,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. Even though all
of the roles are printed in the textbook, 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 mention in the Background section.
,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. Even though all
of the roles are printed in the textbook, 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
, 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. Even though all
