Dow Chemical Case Competition Tests Marketing Skills Of Smeal College Students

UNIVERSITY PARK, PA (May 17, 2004) – Teams of students from Penn State's Smeal College of Business enrolled in the class "Business Marketing" recently offered innovative ideas to launch a new product as part of the Dow Chemical Case Competition.

The one-day competition, which was judged by marketing managers from the Dow Chemical Company, was designed to help students better understand the situations they will face in the business world. The competition, built on a visit by executives from the company earlier in the semester, included a discussion on the differences between consumer and business-to-business marketing, along with exposure to Dow Chemical's approach to creating marketing plans.

The case study required that students develop a comprehensive plan to market 100 percent recycled plastics to the automotive industry for use in such components as glove compartments. Part of the challenge of the case study was to decide where to focus marketing efforts: directly on automobile manufacturers, or on suppliers to the automotive industry. Students needed to demonstrate understanding of the automotive industry supply chain as well as the plastics industry in order to develop a viable plan.

Using information and principles learned throughout the semester, teams developed positioning intents, value propositions, pricing strategies, marketing communications plans, and budgets. Final presentations were made in the formal, boardroom-like setting of the Smeal Dean's Conference Room.

"It's a very different environment than presenting a case solution in a classroom," said Carolyn Todd, instructor in marketing. "The experience leaves a lasting impression on the students, especially when they're grilled hard by managers with indepth knowledge of the business situation."

The Dow Chemical Case Competition, in its fourth semester, plays a role in the recruiting process as part of the company's Commercial Development Program.

"The students are able to shine during the presentations," said Karen Fenessy-Ketola, director of sales expertise at Dow Chemical Company. "The work on the case competition shows the portfolio of skills you need to bring to the table—teamwork skills, presentation skills, and the ability to answer questions on the spot."

The team of Nicole Cwynar, Christine Feltes, Katie Ryan, Jane Smith, and Bethany Zuza won the first-place prize in the competition, earning distinction for its approach to researching customer strategies and competitive analysis. The judges also noted the team's excellent understanding of the buying cycle and how the communication plan supports the cycle. For their efforts, each member of the team received a $100 gift certificate to Amazon.com, provided by Dow Chemical.

The team of Alyssa Banditelli, Amanda Stangl, and Andrew Winneberger tied with the team of Ann Marie Boyle, Michael Elwell, Curtis Hines, Allen Parets, and Jason Ricketts for second place. Their prize was a $50 gift certificate to Amazon.com.