Outline a high-level marketing plan. Address the following points: Is $800 the appropriate retail price for the GB? What type of marketing communications will be required? Should Hunley move its media to different publications, as suggested in the case? What should Hunley spend for the different categories of advertising? Why? Should it develop different sets of ads for these new products if it introduces them? What support should be given to retailers? Should fly shops have an exclusive?

Hunley, Inc Case study

Read the Hunley, Inc. Case attached to conduct a case study analysis. The written case analysis should include:

A succinct analysis of the situation or problem(s) making the decision maker(s) in the case
Identification of the complexities involved (i.e. key factors and issues)

The options or alternative courses of action open to the decision maker(s) and the advantages and disadvantages of each
An actionable recommendation and the justification for the selected course of action

Assume the role of a marketing consultant and write your case analysis in memorandum format. Assume the reader is familiar with the case, and present case information only when it is needed to support a line of reasoning you are developing. The analysis is expected to reflect course concepts. Case paper should be no more than 4 pages typed, double spaced, plus any optional appendices. Exhibits should back up your conclusions and the key points about them should be articulated within the memorandum.

Hunley, Inc. Case Questions to answer:

1. Assess the factors of Hunley’s success and its present challenges in the fly-fishing-rod market.
2. Evaluate Hunley’s competitive advantages and market position. Which market segment(s) should it prioritize? How and why?
3a. Should Hunley make and sell the Grand Bassarra (GB) Titaluk River fly rod? Why? Why not?

3b. Outline a high-level marketing plan. Address the following points: Is $800 the appropriate retail price for the GB? What type of marketing communications will be required? Should Hunley move its media to different publications, as suggested in the case? What should Hunley spend for the different categories of advertising? Why? Should it develop different sets of ads for these new products if it introduces them? What support should be given to retailers? Should fly shops have an exclusive?

4a. Should Hunley make and sell a fly rod to Walmart? Why? Why not? If Hunley sells to Walmart, what high-level marketing plan would you recommend?

5. What other options might Hunley pursue for sales and profit growth?

6. Might a new entrant be more successful with this technology? Why?

Use the Case Paper Template attached to write the paper.