Henry Tam Case Analysis
The Henry Tam case is in the course packet. Make sure to pay attention to both the case text and the exhibits when you prepare your analysis. 90% of the score will be based on content, as discussed in the critical thinking grading rubric. 10% will be based on style. While it will be okay to fill in the table below with bullet points, each bullet point should be a full sentence. The analysis should be comprehensive, yet concise; there is no minimum or maximum word count. Grammatical and spelling errors will lower your style score. Total value: 22 points.
1A. Please analyze the opportunity:
Customer value 1. Who is end user and purchaser/decider? Is this a Pro or con and why?
The target market is something the team struggles with throughout the case. The students (Henry and Dana) believe the ideal market is the education market (i.e. elementary school aged children), however the founders believed they should be going after the entertainment market (i.e. junior high and above). Both have sound reasoning for their opinions; however I tend to side with the students that the best approach in the beginning would be to go after the education market because of the inherent benefits available. I will be answering the questions based on the standpoint their target market is the education market.
In the education market, the end user would be younger children (elementary school aged children) with the decision maker being their parent or their music teacher at school. By targeting the younger students, MGI can help develop a sense of love and passion for music at an early age in a child, which opens up avenues for more advanced puzzles as the child progresses and becomes older. I think of McDonald’s marketing of the Happy Meal as a way to attract a customer at a young age and then condition that customer to graduate to different products as they become older. The same consumers then bring their own children back to McDonald’s and the cycle
1A. Please analyze the opportunity:
Customer value 1. Who is end user and purchaser/decider? Is this a Pro or con and why?
The target market is something the team struggles with throughout the case. The students (Henry and Dana) believe the ideal market is the education market (i.e. elementary school aged children), however the founders believed they should be going after the entertainment market (i.e. junior high and above). Both have sound reasoning for their opinions; however I tend to side with the students that the best approach in the beginning would be to go after the education market because of the inherent benefits available. I will be answering the questions based on the standpoint their target market is the education market.
In the education market, the end user would be younger children (elementary school aged children) with the decision maker being their parent or their music teacher at school. By targeting the younger students, MGI can help develop a sense of love and passion for music at an early age in a child, which opens up avenues for more advanced puzzles as the child progresses and becomes older. I think of McDonald’s marketing of the Happy Meal as a way to attract a customer at a young age and then condition that customer to graduate to different products as they become older. The same consumers then bring their own children back to McDonald’s and the cycle