Previously, you located and annotated resources for the final segment of a multi-year integrated case study that offers you the opportunity to apply the knowledge gained in the course to a real-world situation. In this assignment, you will read the case study with its supporting information, make business decisions related to the case, and suggest research needs that result from your interaction with the case.

General Requirements: 

Use the following information to ensure successful completion of the assignment:

Refer to “MKT-838 Integrated Case Study” located in the Class Resources for this course.

Refer to the feedback provided by your instructor on your Topic 2 assignment.

Instructors will be using a grading rubric to grade the assignments. It is recommended that learners review the rubric prior to beginning the assignment in order to become familiar with the assignment criteria and expectations for successful completion of the assignment.

Doctoral learners are required to use APA style for their writing assignments. The APA Style Guide is located in the Student Success Center. An abstract is not required.

This assignment requires that at least three scholarly research sources related to this topic, and at least one in-text citation from each source be included. Support for decisions should include appropriate current (within the last three years) or foundational, peer reviewed, and professional research.

Directions:

Review the information in “MKT-838 Integrated Case Study.” This includes narrative information as well as financial and supporting documentation.

Consider the question presented in the case study, and formulate decisions based on the information and documentation in the case study. Support your decisions with appropriate current (within the last three years) or foundational, peer reviewed, and professional research including the instructor feedback from your Topic 2 assignment.

Write a paper (2,000-2,500 words) that addresses the case opportunities, expresses your decisions regarding the case opportunities, and integrates instructor feedback from your Topic 2 assignment. Create a separate topic heading for your response to each of the following questions as this will help you draft a concise and targeted response to each question. In your paper, include the following:

·  A summary of the current environment as presented in the case. (Note: Information from the case study does not require a reference note or in-text citation.)

·  A summary of the marketing opportunities inferred from the case. Integrate specific feedback from your instructor regarding your summary of the opportunities.

·  A review of at least two viable strategic actions that address marketing opportunities inferred from the case and the supporting research and theories you presented in your Topic 2 assignment. Integrate specific feedback from your instructor regarding the proposed strategic actions.

·  A research-based discussion of how the history, philosophy, and theories of marketing influenced the identification of potential strategic actions. (Benchmarks C6.1: Integrate the history, philosophy, and theories of marketing.)

·  A research-based evaluation of the influence of digital technologies on the implementation of each of the potential strategic actions you identified. (Benchmarks C6.2: Assess the influence of digital technologies.)

·  A research-based evaluation of the data-driven marketing strategies required to make reasoned decisions concerning whether to implement each of the potential strategic actions you identified. (Benchmarks C6.3: Evaluate data-driven marketing management strategies.)

·  A research-supported discussion of the ethical implications of each potential strategic action. 

·  Your research-supported recommendation for a strategic action to implement from the two potential actions you described and a rationale for the chosen recommendation. How does the recommended solution influence the long-term organizational health of Purple Cloud? Include a projected P/L statement with your recommendation. (Benchmarks C6.4: Analyze the complexities of global marketing.)

·  A discussion of future research that you could conduct relative to the marketing opportunities you described.

Integrated Case Study

In this course, you will interact with the final segment of a multi-year, integrated case study experience. This part of the case study focuses on economic issues and related ethical decisions.

The Case

For decades, the United States has been an economic and political world leader. However, the rise in economic and political power of other nations such as China, Japan, and India continues to threaten the position of the United States as a world leader. In the midst of this political and economic uncertainty, Marie Preston rose to the role of CEO of Purple Cloud through a brilliantly staged organizational coup that forced out co-founder A. Nathan Tecnoti shortly after co-founder Chris Christianson resigned. Preston garnered the favor of the Board of Directors who shared her vision that the company needed to continue to expand as a global organization present in many countries with a strong coordinated brand. This vision included retaining a single corporate office responsible for global strategy emphasizing sales volume, cost management, and efficiency. Despite a prevailing atmosphere of economic uncertainty, Preston has convinced the Board of Directors to broaden the business strategy of this global, by developing new products for new markets and developing enhanced services to support those new products.

Preston and the Board believe that although the company has traditionally marketed a consumer-focused security product, larger opportunities exist if the company creates a new product to address the increasing number of global security breaches encountered by business clients. To accomplish this, Preston has proposed adding a new product to expand the product line beyond its current consumer focus and meet the specific needs of business clients. The introduction of this product will facilitate Purple Cloud’s entry into global business markets. However, data to support or refute the decision is uncertain. Further, the introduction of this type of product will concurrently require expanding the global enterprise to enhance customer support. Nonetheless, introduction of this product positions Purple Cloud to revolutionize both the cybersecurity industry and the customer service industry. The potential for increased revenue is appealing, but global expansion while concurrently developing a new product is risky. Nonetheless, Preston took the liberty of borrowing over $100M in anticipation of product line development and global expansion without consulting the board or members of the executive management team.

Organizational

As an organization, Purple Cloud is currently centrally managed. This organizational structure has worked well for the company and adequately supported its marketing emphasis on product sales to consumers. A relatively small staff engineered the initial acquisition of the product which, due to the elegance of design, has resulted in an extremely profitable company. Working with centrally located staff has streamlined communication and mitigated most of the managerial issues often cited when working across nationalities and cultures.

Preston has taken Purple Cloud from a $100MM organization, to a $500MM organization with a customer support group in India. Through months of intense discussions regarding the global expansion of Purple Cloud, Preston strongly advocated the entry into India over China and Mexico which rounded out the top three choices for potential expansion. Knowing the expansion of the product line would likely create a need for enhanced customer service and seeing the potential to leverage the current customer service and software development infrastructures in place in India, Preston convinced the Board that expansion into India was the best choice. Together, Preston and the Board agreed on the necessity for superior customer service 24 hours a day, every day of the year as critical for the new business customers. Of course, this would benefit their current consumer customers as well. To accomplish this goal means invoking strategies to overcome the common stigma of customer service based in India. So, Purple Cloud leaders identified the need to develop comprehensive training programs with compensation packages that included professional development at the university level with the hope of motivating the entire organization to higher levels of professionalism. However, this remains a challenge as Purple Cloud has little experience in customer service and customer service training.

Marketing

In terms of its marketing, Purple Cloud has carefully employed social media to both provide support and market its consumer product since its inception. However, as a company, they have no expertise in marketing directly to business. Preston is considering a jump into cyber risk evaluation, which could be the distribution vehicle for the new product, but that is only one avenue under consideration. So, the introduction of a business-oriented product carries an increased risk as the marketing team must quickly hire skilled staff members or learn new strategies that will effectively reach the business market.

Data Analysis

Purple Cloud has grown rapidly and has collected an extensive amount of consumer data. The data gathered include the following:

· Demographic Data for Every Retail Customer

· Country

· State/Province

· Language

· E-mail

· Personal

· Work

· Job Title

· Employer Information

· Company Name

· Company Tax Status (e.g. for profit, non-profit, etc.)

· Company Size

· Revenue

· Employees

· Company Social Media Presence

· Customer Social Security Number

· Support Center Call Information

· Type of Question

· Duration of Call

· Sophistication/Complexity of Question

· Frequency of Calls from Same Customer

· Overall Customer Satisfaction Rating at Call Completion

· Call Country of Origin

· Call Language

The data collected could readily support both the efforts of the marketing department and the decisions necessary for Preston and the Board to consider. For example, Preston is considering a jump into professional services by providing cyber risk evaluation, which could be the distribution vehicle for the new product, but the data to make that decision has not been collected, cleaned, and analyzed. The amount of data grows every day, but key executives still tend to rely on their own perspectives which are sometimes based on outdated industry knowledge or personal experience and instinct. Further, the data gathered is not always validated, and the predictive and prescriptive models are not always properly selected as the simple success of the original product has not required the company to fully mature in its use of data analysis.

Product Development

Purple Cloud leaders hope the transition to business cybersecurity products is realistic as data breaches in social media and credit reporting agencies continue to escalate (the trending increase of instances is well over 160% in the past few years) and their hope of capturing the market hinges on the rapid development and production of a new product. Since Purple Cloud acquired its current product several years ago as a fully developed product, the company has neither experience nor expertise in the technical and financial aspects of creating the product development department, establishing a design plan and timeline, and executing the design plan for creating the new software. However, an additional advantage to expanding into India rather than Mexico or China was the vast numbers of computer programmers and software developers who were already producing cutting-edge software products.

Global Sales

Security breaches no longer occur just in the United States; they occur throughout the world. While this may provide an excellent business opportunity for those in the cybersecurity/cyber risk business, it can also be extremely risky. Companies seeking global expansion often fail to consider cultural differences, intellectual property ownership, language, taxation, business standards, and other factors such as the executive time/commitment needed to maintain close working relationships with employees thousands of miles away. Initially designed for consumer purchase Purple Cloud is now looking to produce a new product suitable for the cybersecurity needs of large corporations in order to expand their market and dominate the global cybersecurity industry. However, in order to do this Purple Cloud has to more effectively manage its offices in India to adequately sell and support the new product for the corporate customer. The company’s limited experience with corporate sales creates a challenge, though.

Global Operations

Purple Cloud has already entered the global market by opening a customer support department in India. This action was initiated to reduce support costs while simultaneously establishing the foundation to expand its support operations globally to accommodate customers across time zones. With the expansion into corporate cybersecurity/cyber risk, a more robust external customer service operation is required. Preston and the Board are considering adding new organizational components to the India operations to leverage the existing skill sets of the India staff and provide superior customer service, technical support, and product development.

Question to Consider:

What strategic path should Purple Cloud take in marketing in order to ensure success?

Background Information

Mission, Vision, Core Values

Mission

Purple Cloud exists to provide quality protection products to ensure client online security.

Vision

Safe movement in the cloud for all applications.

Core Values

Security

Honesty

Reliability

Teamwork

Efficiency

Member Biographies

Maria Preston, Chief Operational Officer (CEO)

Preston is responsible for driving profitable growth and creating operational excellence. She has an excellent track record of innovation and creating excellence in the operational division. Preston oversees the national and global supply chain of the company. Her innovative approach to problem solving has put her at the top of her industry in her previous organizations and now with Purple Cloud where she is charge with innovating operational processes for maximum efficiency.

Preston’s previous experience shows she has held leadership roles in IT and manufacturing. She has worked with a variety of companies in Silicon Valley and is known for creating partnerships that reshape and create cross-functionality for the organization. Preston holds a B.A. in economics and an M.B.A. in business administration.

Organizational Chart

Purple Cloud Structure

Financial Statements

Purple Cloud Projected Income Statement

7/10/22, 10:59 PM

Page 1 of 15about:srcdoc

Benchmark – Case Study Paper – Rubric

Summary of the Current Environment as Presented in the

Case
18 points

Criteria Description

Summary of the Current Environment as Presented in the Case

5. 5: Excellent 18 points

A summary of the current environment as presented in the case is
included and thorough illuminating major themes and ideas with rich
detail.

4. 4: Good 16.38 points

A summary of the current environment as presented in the case is
included and focuses on major themes and ideas.

3. 3: Satisfactory 14.76 points

A summary of the current environment as presented in the case is
included, but focuses on minor rather than major themes and ideas.

2. 2: Less Than Satisfactory 13.14 points

A summary of the current environment as presented in the case is
included, but is inaccurate or incomplete.

1. 1: Unsatisfactory 0 points

A summary of the current environment as presented in the case is either
missing or not evident to the reader.

Summary of the Marketing Opportunities Inferred From the

Case
18 points

Collapse All

7/10/22, 10:59 PM

Page 2 of 15about:srcdoc

Criteria Description

Summary of the Marketing Opportunities Inferred From the Case

5. 5: Excellent 18 points

A summary of the opportunities inferred from the case is thoroughly
presented and strongly focuses on the marketing opportunities of the
case oKering rich detail.

4. 4: Good 16.38 points

A summary of the opportunities inferred from the case is presented and
focuses on the marketing opportunities of the case.

3. 3: Satisfactory 14.76 points

A summary of opportunities inferred from the case is presented, but
does not focus clearly on the marketing opportunities of the case.

2. 2: Less Than Satisfactory 13.14 points

A summary of the marketing opportunities inferred from the case is
included, but is inaccurate or illogical.

1. 1: Unsatisfactory 0 points

A summary of the marketing opportunities inferred from the case is not
presented.

Review of at Least Two Viable Strategic Actions 18 points

7/10/22, 10:59 PM

Page 3 of 15about:srcdoc

Criteria Description

Review of at Least Two Viable Strategic Actions

5. 5: Excellent 18 points

A review of and rationales for at least two viable strategic actions is
thoroughly presented with clear logic and rich detail. Strategic actions
are viable and well-conceived and display exceptional depth of thought.
Research support is thorough and from current resources.

4. 4: Good 16.38 points

A review of and rationales for at least two viable strategic actions is
presented, is logical, and is thorough. Strategic actions are viable, appear
moderately well-conceived, and are logical. Research support is limited,
but from current resources.

3. 3: Satisfactory 14.76 points

A review of and rationales for at least two viable strategic actions is
presented, but is cursory and lacking in depth. Strategic actions may be
viable, but appear hastily conceived and lack depth of thought. Research
support is limited and from dated resources.

2. 2: Less Than Satisfactory 13.14 points

A review of and rationales for at least two viable strategic actions is
presented, but strategic actions are ill-conceived and illogical. No
research support is oKered.

1. 1: Unsatisfactory 0 points

A review of and rationales for at least two viable strategic actions is not
presented.

Research-Based Discussion of How the History, Philosophy,

and Theories of Marketing InTuenced (B)
27 points

7/10/22, 10:59 PM

Page 4 of 15about:srcdoc

Criteria Description

Research-Based Discussion of How the History, Philosophy, and Theories of
Marketing InWuenced the IdentiXcation of Potential Strategic Actions (C6.1)

5. 5: Excellent 27 points

A research-based discussion of how the history, philosophy, and theories
of marketing inWuenced the identiXcation of potential strategic actions is
thoroughly presented. Ideas are supported with scholarly current or
seminal research.

4. 4: Good 24.57 points

A research-based discussion of how the history, philosophy, and theories
of marketing inWuenced the identiXcation of potential strategic actions is
presented. Research support is reasonable and scholarly, but dated.

3. 3: Satisfactory 22.14 points

A research-based discussion of how the history, philosophy, and theories
of marketing inWuenced the identiXcation of potential strategic actions is
presented, but cursory. Limited research support is provided, and
sources used are not all scholarly.

2. 2: Less Than Satisfactory 19.71 points

A discussion of how the history, philosophy, and theories of marketing
inWuenced the identiXcation of potential strategic actions is included, but
is incomplete or illogical. No research support is oKered.

1. 1: Unsatisfactory 0 points

A research-based discussion of how the history, philosophy, and theories
of marketing inWuenced the identiXcation of potential strategic actions is
not presented.

Research-Based Evaluation of the InTuence of Digital

27 points

7/10/22, 10:59 PM

Page 5 of 15about:srcdoc

Technologies (B)
27 points

Criteria Description

Research-Based Evaluation of the InWuence of Digital Technologies on the
Implementation of Each of the Potential Strategic Actions IdentiXed (C6.2)

5. 5: Excellent 27 points

A research-based evaluation of the inWuence of digital technologies on
the implementation of each of the potential strategic actions identiXed is
thoroughly presented and strongly related to the case. Ideas are
supported with scholarly current or seminal research.

4. 4: Good 24.57 points

A research-based inWuence of digital technologies on the implementation
of each of the potential strategic actions identiXed is presented and
oKers a reasonable relationship to the case. Research support is
reasonable and scholarly, but dated.

3. 3: Satisfactory 22.14 points

A research-based evaluation of the inWuence of digital technologies on
the implementation of each of the potential strategic actions identiXed is
presented, but oKers only a distant relationship to the case. Limited
research support is provided, and sources used are not all scholarly.

2. 2: Less Than Satisfactory 19.71 points

An evaluation of the inWuence of digital technologies on the
implementation of each of the potential strategic actions identiXed is
included, but is illogical or not connected to the strategic actions. No
research support is oKered.

1. 1: Unsatisfactory 0 points

A research-based evaluation of the inWuence of digital technologies on
the implementation of each of the potential strategic actions identiXed is

7/10/22, 10:59 PM

Page 6 of 15about:srcdoc

not presented.

Research-Based Evaluation of the Data-Driven Marketing

Strategies (B)
27 points

Criteria Description

Research-Based Evaluation of the Data-Driven Marketing Strategies
Required to Make Reasoned Decisions Concerning Whether to Implement
Each of the Potential Strategic Actions IdentiXed (C6.3)

5. 5: Excellent 27 points

A research-based evaluation of the data-driven marketing strategies
required to make reasoned decisions concerning whether to implement
each of the potential strategic actions identiXed is thoroughly presented
and strongly supported with scholarly current or seminal research.

4. 4: Good 24.57 points

A research-based evaluation of the data-driven marketing strategies
required to make reasoned decisions concerning whether to implement
each of the potential strategic actions identiXed is presented and oKers
reasonable though dated support from scholarly sources.

3. 3: Satisfactory 22.14 points

A research-based evaluation of the data-driven marketing strategies
required to make reasoned decisions concerning whether to implement
each of the potential strategic actions identiXed is presented, but
remains cursory. Limited research support is provided, and sources used
are not all scholarly.

2. 2: Less Than Satisfactory 19.71 points

An evaluation of the data-driven marketing strategies required to make
reasoned decisions concerning whether to implement each of the
potential strategic actions identiXed is included, but is illogical or
inaccurate. No research support is oKered.

7/10/22, 10:59 PM

Page 7 of 15about:srcdoc

1. 1: Unsatisfactory 0 points

A research-based evaluation of the data-driven marketing strategies
required to make reasoned decisions concerning whether to implement
each of the potential strategic actions identiXed is not presented.

Research-Supported Discussion of Legal and Ethical

Implications
27 points

7/10/22, 10:59 PM

Page 8 of 15about:srcdoc

Criteria Description

Research-Supported Discussion of the Legal and Ethical Implications of Each
Potential Strategic Action

5. 5: Excellent 27 points

A research-supported evaluation of the change management strategies
required to implement each of the potential strategic actions identiXed is
thoroughly presented and strongly supported with scholarly current or
seminal research.

4. 4: Good 24.57 points

A research-supported evaluation of the change management strategies
required to implement each of the potential strategic actions identiXed is
presented and oKers reasonable though dated support from scholarly
sources.

3. 3: Satisfactory 22.14 points

A research-supported evaluation of the change management strategies
required to implement each of the potential strategic actions identiXed is
presented, but remains cursory. Limited research support is provided,
and sources used are not all scholarly.

2. 2: Less Than Satisfactory 19.71 points

A discussion of the legal and ethical implications of each potential
strategic action is included, but is illogical or otherwise disconnected
from the case. No research support is oKered.

1. 1: Unsatisfactory 0 points

A research-supported discussion of the legal and ethical implications of
each potential strategic action is not presented.

Research-Supported Recommendation and Supporting P/L

27 points

7/10/22, 10:59 PM

Page 9 of 15about:srcdoc

Statement for Strategic Action to Implement (B)
27 points

Criteria Description

Research-Supported Recommendation and Supporting P/L Statement for a
Strategic Action to Implement (C6.4)

5. 5: Excellent 27 points

A research-based recommendation and supporting P/L statement for a
strategic action to implement is thoroughly presented and strongly
supported with scholarly current or seminal research.

4. 4: Good 24.57 points

A research-based recommendation and supporting P/L statement for a
strategic action to implement is presented and oKers reasonable though
dated support from scholarly sources.

3. 3: Satisfactory 22.14 points

A research-based recommendation and supporting P/L statement for a
strategic action to implement is presented, but remains cursory. Limited
research support is provided, and sources used are not all scholarly.

2. 2: Less Than Satisfactory 19.71 points

A research-based recommendation and supporting P/L statement for a
strategic action to implement is included, but is illogical or otherwise
disconnected from the case. No research support is oKered.

1. 1: Unsatisfactory 0 points

A research-based recommendation and supporting P/L statement for a
strategic action to implement is not presented.

Discussion of Future Research That Could Be Conducted 21 points

7/10/22, 10:59 PM

Page 10 of 15about:srcdoc

Criteria Description

Discussion of Future Research That Could Be Conducted

5. 5: Excellent 21 points

A discussion of future research that could be conducted is thoroughly
presented with clear logic and rich detail. The discussion is well-
conceived and displays exceptional depth of thought.

4. 4: Good 19.11 points

A discussion of future research that could be conducted is presented, is
logical, and is thorough. The discussion appears moderately well-
conceived and logical.

3. 3: Satisfactory 17.22 points

A discussion of future research that could be conducted is presented,
but is cursory and appears hastily conceived lacking depth of thought.

2. 2: Less Than Satisfactory 15.33 points

A discussion of future research that could be conducted is presented,
but ill-conceived and illogical.

1. 1: Unsatisfactory 0 points

A discussion of future research that could be conducted is not
presented.

Integration of Instructor Feedback 9 points

7/10/22, 10:59 PM

Page 11 of 15about:srcdoc

Criteria Description

Integration of Instructor Feedback

5. 5: Excellent 9 points

Integration of instructor feedback is evident and meaningful. It is
seamlessly incorporated into the Wow of the paper. All instructor
comments and suggestions are addressed.

4. 4: Good 8.19 points

Integration of instructor feedback is evident and relatively well
incorporated into the natural Wow of the paper. All instructor comments
and suggestions are addressed.

3. 3: Satisfactory 7.38 points

Integration of instructor feedback is evident though it appears as a
disjointed, cursory addition. Most of the instructor comments and
suggestions are addressed.

2. 2: Less Than Satisfactory 6.57 points

Integration of instructor feedback is vaguely attempted, but does not
address the majority of instructor comments and suggestions.

1. 1: Unsatisfactory 0 points

Integration of instructor feedback is either missing or not evident to the
reader.

Synthesis and Argument 21 points

Criteria Description

Synthesis and Argument

7/10/22, 10:59 PM

Page 12 of 15about:srcdoc

5. 5: Excellent 21 points

Synthesis of source information is present and is scholarly. Argument is
clear and convincing, presenting a persuasive claim in a distinctive and
compelling manner. All sources are authoritative.

4. 4: Good 19.11 points

Synthesis of source information is present and meaningful. Argument
shows logical progressions. Techniques of argumentation are evident.
There is a smooth progression of claims from introduction to conclusion.
Most sources are authoritative.

3. 3: Satisfactory 17.22 points

Synthesis of source information is present, but pedantic. Argument is
orderly, but may have a few inconsistencies. The argument presents
minimal justiXcation of claims. Argument logically, but not thoroughly,
supports the purpose. Sources used are credible. Introduction and
conclusion bracket the thesis.

2. 2: Less Than Satisfactory 15.33 points

Synthesis of source information is attempted, but is not successful.
Su`cient justiXcation of claims is lacking. Argument lacks consistent
unity. There are obvious Waws in the logic. Some sources have
questionable credibility.

1. 1: Unsatisfactory 0 points

No synthesis of source information is evident. Statement of purpose is
not followed to a justiXable conclusion. The conclusion does not support
the claim made. Argument is incoherent and uses non-credible sources.

Thesis Development and Purpose (B) 30 points

7/10/22, 10:59 PM

Page 13 of 15about:srcdoc

Criteria Description

Thesis Development and Purpose (C3.4)

5. 5: Excellent 30 points

Thesis and/or main claim are clear and comprehensive; the essence of
the paper is contained within the thesis.

4. 4: Good 27.3 points

Thesis and/or main claim are clear and forecast the development of the
paper. They are descriptive and reWective of the arguments and
appropriate to the purpose.

3. 3: Satisfactory 24.6 points

Thesis and/or main claim are apparent and appropriate to purpose.

2. 2: Less Than Satisfactory 21.9 points

Thesis and/or main claim are insu`ciently developed and/or vague;
purpose is not clear.

1. 1: Unsatisfactory 0 points

Paper lacks any discernible overall purpose or organizing claim.

Mechanics of Writing 15 points

7/10/22, 10:59 PM

Page 14 of 15about:srcdoc

Criteria Description

Mechanics of Writing

5. 5: Excellent 15 points

Writer is clearly in command of standard, written, academic English.

4. 4: Good 13.65 points

Prose is largely free of mechanical errors, although a few may be
present. A variety of sentence structures and eKective Xgures of speech
are used.

3. 3: Satisfactory 12.3 points

Some mechanical errors or typos are present, but are not overly
distracting to the reader. Correct sentence structure and audience-
appropriate language are used.

2. 2: Less Than Satisfactory 10.95 points

Frequent and repetitive mechanical errors distract the reader.
Inconsistencies in language choice (register), sentence structure, and/or
word choice are present.

1. 1: Unsatisfactory 0 points

Mechanical errors are pervasive enough that they impede
communication of meaning. Inappropriate word choice and/or sentence
construction are used.

APA Format 15 points

7/10/22, 10:59 PM

Page 15 of 15about:srcdoc

Criteria Description

APA Format

5. 5: Excellent 15 points

The document is correctly formatted. In-text citations and a reference
page are complete and correct. The documentation of cited sources is
free of error.

4. 4: Good 13.65 points

Required format is used, but minor errors are present (e.g. headings and
direct quotes). Reference page is present and includes all cited sources.
Documentation is appropriate and citation style is usually correct.

3. 3: Satisfactory 12.3 points

Required format is generally correct. However, errors are present (e.g.
font, cover page, margins, and in-text citations). Reference page is
included and lists sources used in the paper. Sources are appropriately
documented though some errors are present.

2. 2: Less Than Satisfactory 10.95 points

Required format elements are missing or incorrect. A lack of control with
formatting is apparent. Reference page is present. However, in-text
citations are inconsistently used.

1. 1: Unsatisfactory 0 points

Required format is rarely followed correctly. No reference page is
included. No in-text citations are used.

Total 300 points

CASE STUDY PT 2

Previously, you located and annotated resources for the final segment of a multi-year integrated case study that offers you the opportunity to apply the knowledge gained in the course to a real-world situation. In this assignment, you will read the case study with its supporting information, make business decisions related to the case, and suggest research needs that result from your interaction with the case.

General Requirements:

Use the following information to ensure successful completion of the assignment:

Refer to “MKT-838 Integrated Case Study” located in the Class Resources for this course.

Refer to the feedback provided by your instructor on your Topic 2 assignment.

Instructors will be using a grading rubric to grade the assignments. It is recommended that learners review the rubric prior to beginning the assignment in order to become familiar with the assignment criteria and expectations for successful completion of the assignment.

Doctoral learners are required to use APA style for their writing assignments. The APA Style Guide is located in the Student Success Center. An abstract is not required.

This assignment requires that at least three scholarly research sources related to this topic, and at least one in-text citation from each source be included. Support for decisions should include appropriate current (within the last three years) or foundational, peer reviewed, and professional research.

Directions:

Review the information in “MKT-838 Integrated Case Study.” This includes narrative information as well as financial and supporting documentation.

Consider the question presented in the case study, and formulate decisions based on the information and documentation in the case study. Support your decisions with appropriate current (within the last three years) or foundational, peer reviewed, and professional research including the instructor feedback from your Topic 2 assignment.

Write a paper (2,000-2,500 words) that addresses the case opportunities, expresses your decisions regarding the case opportunities, and integrates instructor feedback from your Topic 2 assignment. Create a separate topic heading for your response to each of the following questions as this will help you draft a concise and targeted response to each question. In your paper, include the following:

· A summary of the current environment as presented in the case. (Note: Information from the case study does not require a reference note or in-text citation.)

· A summary of the marketing opportunities inferred from the case. Integrate specific feedback from your instructor regarding your summary of the opportunities.

· A review of at least two viable strategic actions that address marketing opportunities inferred from the case and the supporting research and theories you presented in your Topic 2 assignment. Integrate specific feedback from your instructor regarding the proposed strategic actions.

· A research-based discussion of how the history, philosophy, and theories of marketing influenced the identification of potential strategic actions. (Benchmarks C6.1: Integrate the history, philosophy, and theories of marketing.)

· A research-based evaluation of the influence of digital technologies on the implementation of each of the potential strategic actions you identified. (Benchmarks C6.2: Assess the influence of digital technologies.)

· A research-based evaluation of the data-driven marketing strategies required to make reasoned decisions concerning whether to implement each of the potential strategic actions you identified. (Benchmarks C6.3: Evaluate data-driven marketing management strategies.)

· A research-supported discussion of the ethical implications of each potential strategic action.

· Your research-supported recommendation for a strategic action to implement from the two potential actions you described and a rationale for the chosen recommendation. How does the recommended solution influence the long-term organizational health of Purple Cloud? Include a projected P/L statement with your recommendation. (Benchmarks C6.4: Analyze the complexities of global marketing.)

· A discussion of future research that you could conduct relative to the marketing opportunities you described.

5

Purple Cloud

Nathan Tecnoti founded Purple Cloud, and they have been a well-respected small business in the cyber-security sector. Purple Cloud has been slowly growing, despite experiencing issues that have affected growth and development. Tecnoti created an acquisition strategy to allow Purple Cloud to acquire companies with promising security technologies. Acquisitions can be a very strategic maneuverer that may enable a company to increase their market share, expand their geographical reach – in some cases even globally, and allow them to become a stronger player within their industry (Arellano, 2022). As changes in the economic and political sectors, countries like China, Japan, and India were gaining strength and threatening the United States’ position as a world leader, thus changes were made at Purple Cloud as they looked to expand into new markets, Marie Preston rose to the role of CEO in well executed organizational coup.

Economic Issues

Issues such as exponential increase in mortgage lending, the stability of the market, and the rapid rise of unemployment can lead to overall economic issues. In this case study analysis, the economic environment is the most important in the case study, whereby the influence of microeconomics is the main factor. Technological, Political, and social factors have forced individuals and companies to develop new ways of enhancing profits. By bartering goods with other countries or investing in social networking for profit-making, the business approach has changed, evolved, and shifted to match the needs of the societies whose wealth it tends to create.

Once an organization is created, the challenge becomes maintaining the objectives and growth in the short and long term, Purple Cloud has experienced this, whereby they have to adapt to survive (Cannady, 2009). The long-term survival of the business depends on the constant reinvention that takes Place in the organization. The industry must constantly reinvent and adapt to the reinventions for it to remain afloat—the idea on which the company was founded might fade with time in this dynamic business environment. Business competitors might decide to copy the original idea of creating the company. Therefore, it needs to keep reinventing to remain ahead of its competitors.

Competitive advantage is the key strategic issue of any company for both startups and well-established ones, and gives the company an competitive edge over other competition. For the competitive advantage to be understood, established, and protected, the competition in the market must be studied. The rival companies must be studied, their products identified, the potential substitutes for the products specified, and the strengths and weaknesses of the rival companies analyzed.

The culture of the organization is essential after the merger and acquisition (Triantafyllopoulos,

& Mpourletidis, 2014). It is important to note that acquisition strategies can be susceptible to unanticipated risks which can be detrimental to the company, also know that not every merger & acquisition achieves its strategic or financial objectives (Chui & Ip, 2017). Some people cannot be engaged even when companies have similar cultures. It is better to keep the old management but increase the monitoring of operations and make minor organizational changes. The ongoing acquisition strategies should be kept alive by purple clouds, such as getting advice from professional advisers such as economists, accountants, lawyers, and financiers. Due diligence should be conducted to understand the target market and the commercial impacts to ensure that the benefits are achieved by the business and exploring new opportunities.

Solutions

The vision of Marie Preston and the Board of Directors is to determine how fast to grow and find a balance in new markets. However, to maintain the niche in the market, the invented idea must be unique enough not to be easily copied by the competitors. The individuals behind the inventions must have entrepreneurial spirits to succeed in their quest. They require the flexibility of the mind so that they can adapt ideas as individuals, as a team, and under market demand pressures. As much as luck plays out, the balance between the factors determines if the startup grows to become a big company.

A business plan is key to securing financing. The business plan will outline the business idea, describe the marketing and operational activities, detail the marketing research, and analyze the financial predictions. The plan should also give the long-term strategy for growth and point out the contingencies if things go against the plan or the plan fails altogether. As much as a loan can raise capital for the business, the business is expected to pick up with time and be able to finance its operations from its revenue. The best-drafted business plan will foresee future cash flows and detect possible shortfalls.

A dedicated team should deal with strategic collaborations, mergers, and acquisitions. The team should comprise some cross-functional individuals that can help with different skill levels and types needed. The organization should be restructured so that collaboration will be easy. Additionally, the purple cloud should surround itself with a mismanagement team that is strong enough that can enforce the corporate culture of the organization both externally and internally. The team should understand the marketplace in which the organization operates and the decision-making drivers of the customers in the market.

Conclusion

Purple Cloud stakeholders and Board of Directors come from different backgrounds, allowing for various techniques and resources for management and facilitators to help think about the group’s goals and win the group’s trust to cooperate in multiple undertakings. The trust and cooperation allow for the critical reflection results of everyone to be put together to develop a single agreement or direction that might benefit the organization. Discussions on ecosystems, economic interests, and social groups can revolve around the suggestions that maximize all the sustainability components. A scientifically minded professional might find it difficult to avoid a sustainable solution in terms of technology in favor of a process that considers the ethics, future generations, naysayers’ perspectives, and values.

Perhaps Purple Cloud can incorporate the Modern Management Theory, as it recognizes and respects the changes that come with technology (Arellano, 2022). The Modern Management Theory, is a organizational management theory which recognizes that the workplace is molded by technology, and it often changes it, as it works to achieve the intended company goals (Kantabutra, 2020). To strengthen its marketing endeavors, Purple Cloud needs to develop a strong B2B (Business-to-Business) marketing solutions and development a campaign that addresses business-oriented products that they want to create. One of key components of a successful marketing strategy is building marketing capabilities B2B marketing, Business to business marketing can also assist in maintaining and even improving overall operations and profitability and customization is key for creating unique value for B2B customers (Madhavaram et al., 2021). Comment by carol Pernsteiner: PC has no product or experience in marketing to businesses. Are you suggesting that PC expand into the business market? Data collection to date is questionable and decisions are not data-based. Where would PC get the expertise to develop a product and market to the business market? If PC expanded into the business market, should it keep a centrally managed enterprise or change its business structure?

PC has no product or experience in marketing to businesses. Are you suggesting that PC expand into the business market? Data collection to date is questionable and decisions are not data-based. Where would PC get the expertise to develop a product and market to the business market? If PC expanded into the business market, should it keep a centrally managed enterprise or change its business structure?

References

Cannady, Cynthia. (2009). Access to climate change technology by developing countries: a practical strategy. ICTSD Intellectual Property and Sustainable Development Series Issue Paper, No. 25. Geneva: International Centre for Trade and Sustainable Development. September.

Chui, A. B., & Ip, W. (2017). Improving merger and acquisition decision-making using fuzzy logic and simulation. International Journal of Engineering Business Management. https://doi.org/10.1177/1847979017711521 Comment by carol Pernsteiner: Place journal names and volume numbers in italics. Please check all references.

Kantabutra, S. (2020). Toward an organizational theory of sustainability vision. Sustainability,

12(3), 1125. https://doi.org/10.3390/su12031125

Madhavaram, S., Hunt, S. D., & Bicen, P. (2021). Building customisation capability in B2B marketing: the role of organisational capital. Journal of Marketing Management, 37(13/14), 1409–1435. doi:10.1080/0267257X.2021.1910858

Partially Repurposed Work. (2022). [Unpublished assignment submitted for DBA835]. Grand Canyon University. Comment by carol Pernsteiner: Is this your work?

Triantafyllopoulos, Y & Mpourletidis, K. (2014). Mergers and Acquisitions and Economic Crisis. A Case Study Approach from a Qualitative Analysis in Greece. Procedia – Social and Behavioral Sciences. 148. 437-445. Comment by carol Pernsteiner: See APA for the use of capital letters in titles.

You shared several important insights however I would like to have seen two clearly stated potential strategic actions for Purple Cloud. A business plan is important and necessary, although it would be support for a proposed strategic action. As you develop your marketing solutions for the week 5 assignment continue to consider how your proposed actions support Purple Cloud’s mission, vision, and core values. Also, recognizing the complexity of marketing also consider the current environment, marketing opportunities, rationale, influence of history, philosophy, and theories of marketing on proposed strategic actions, influence of digital technologies on implementation of proposed strategic actions, need for data-driven decisions, legal and ethical implications, and supporting Profit and Loss Statement for the proposed strategic actions. Please download the attachment for additional feedback.