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A Maximum of 10 Points Will Be Awarded For Clarity and Consistency of Logic, Ease of Reading and Flow

This document contains questions for a case assignment about RKS Guitars. It asks the respondent to: 1) Identify and explain five innovative aspects of RKS guitars. 2) Calculate the breakeven retail price of RKS guitars given production and overhead costs. 3) Rank the importance of different guitar aspects/attributes for four persona profiles and explain differences between them. 4) Illustrate the "Hero's Journey" customer experience process for two personas through a table and summary. 5) Identify the most likely persona to buy an RKS guitar and recommend a marketing strategy.

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Rahul Garg

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0% found this document useful (0 votes)

73 views1 page

A Maximum of 10 Points Will Be Awarded For Clarity and Consistency of Logic, Ease of Reading and Flow

Uploaded by

Rahul Garg

We take content rights seriously. If you suspect this is your content, claim it here.

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Download as DOCX, PDF, TXT or read online on Scribd

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RKS Guitars Case Assignment Questions

1-What aspects of the RKS guitar are new/innovative? 15 pts.

 List and explain at least five aspects.

2-What would the retail price of an RKS guitar be it if sold its guitars to the retail
trade at breakeven pricing [i.e. RKS overhead covered but no profit for RKS]. 10 pts.

Assume:

 Production volume is fixed at 1000 a year [i.e. about 20 guitars per week].
 Refer to Exhibit 16 to develop a fixed cost/overhead estimate for the RKS factory.
 Show your calculations in an exhibit.

3-For each of the 4 personas (Steve, Drew, Lisa, James), create an Exhibit in table
form that ranks [in descending order] the importance of the aspects/attributes
provided in Question 1. 25 pts.

 Explain your ranking rationale for each persona within the body copy of your
document
 Explain the key differences (between personas) re: why each persona might
buy/might not buy an RKS guitar in the body copy of your document.

4-RKS Design uses its proprietary Psycho-Aesthetic design process (PA) which
incorporates what RKS describes as the Hero’s Journey of [a] initial attraction, [b]
engagement with the product, [c] purchase and [d] the customer’s “moment of truth”-
when he or she envisions an event or occasion in which they might use the product.

Choose two of the four personas and track the Hero’s Journey (i.e. a→b→c→d)
described above. 30 pts.

 Explain and Illustrate (with specific examples) each persona’s Hero’s Journey by
creating an exhibit in table form.
 Summarize the Hero’s Journey for each persona within the body copy of your
document.
 What are the implications for RKS guitars?

5-Which of the four personas do you feel is most likely to buy an RKS guitar?
Why? 10 pts.
 Should RKS use a top-down or bottom up strategy with this person? Why?