Expert Answer:MAR 4803 Virginia Marketing strategy – Green Thumb

  

Solved by verified expert:Read the case and answer the questions for the midterm exam,
marketing_strategy_spring_2019_midterm_exam___green_thumb_b_case_.pdf

green_thumb_s_lawn_and_design_case_b_purchased.pdf

Don't use plagiarized sources. Get Your Custom Essay on
Expert Answer:MAR 4803 Virginia Marketing strategy – Green Thumb
Just from $10/Page
Order Essay

Unformatted Attachment Preview

Marketing Strategy Spring 2019
Midterm Exam: Green Thumb’s Lawn and Design – B Case
Due date on Canvas: Friday, March 8, 2019 at 11:59 PM
Required:
Read the Green Thumb’s B Case thoroughly. Create a word-processed document that includes
your prepared work on the items listed below. The format for your prepared document should be
complete paragraphs (APA or MLA style is preferred) double-spaced, 12-point Arial or Times
New Roman font, 1-inch margins. You may refer back to the Green Thumb’s A Case that we
discussed in class. If you use it – and/or any other information outside of Case B itself – make
sure to properly cite and reference the source(s). Submit your write-up on Canvas by Friday,
March 8 at 11:59 PM
1. What do you think of Parker and Miles’ choice of target customer groups? Are they a
good fit with their business strategy and value proposition? Why or why not?
2. How much of the work should Parker and Miles accept?
3. If you do not think they should accept all the work offered, how should they decide among
their customers?
4. Should Parker and Miles take on an assistant? If no, why not? If yes, what should the
assistant do, and for how many hours per week?
5. How should Parker and Miles divide the work between themselves – meaning, should
they divide and conquer or work together? Support your answer.
6. How much money (roughly) do you think Parker and Miles will make over the next 12
weeks? Exact answers are not necessary, but explain how you arrived at your answer.
7. Will their business survive until next year? Why or why not?
UVA-ENT-0211
Dec. 20, 2018
Educational material supplied by The Case Centre
Copyright encoded A76HM-JUJ9K-PJMN9I
Order reference F345957
Parker and Miles decided to refine their approach. They redesigned their flyer and placed advertisements
in a few publications. Their goal was to reach homeowners, owners of investment (rental) properties who
owned between 1 and 30 rental units, and realtors. They also created a running Craigslist advertisement with a
list of their services and phone number. Now that they had decided on their target market, things began to ease
up and fall into place. They picked up 15 homeowners as clients throughout their town’s metropolitan area.
For each of these new clients, GreenThumb’s Lawn and Design would be providing weekly mowing service
for $50 per visit. Of course, this type of business was seasonal. It was May now, and if they continued to provide
excellent service and keep their customers happy, they could expect to bring in around $9,000 in revenue over
the next three months. Split between the two of them—and after paying expenses like gas and advertisements,
and accounting for a certain percentage of clients who might cancel or skip a week—that $9,000 would quickly
dwindle to $7,500. It would barely keep the rent paid and maybe the lights on. But it was a start.
Because they had the choice of doing the work together or using the divide-and-conquer method by each
taking half of the lawns, they had some flexibility in completing the work. They realized through trial and error
that 15 lawns could be accomplished in roughly 30 hours (15 hours each) whether they split the lawns up or
performed the work together. That did not account for transportation time, however, which could easily eat up
another 15 hours of their time as well as plenty of fuel. The 15 lawns that they would now be taking care of
were, unfortunately, scattered throughout the city and suburbs.
In the course of performing their work, they also began to note patterns in the types of services suburban
clients and urban clients requested. They did not have any rural clients, but speculated that if they did, those
clients would have specific needs as well. For example, urban clients tended to have more mature trees and
shrubs that needed pruning and less lawn area. Suburban clients had far more lawn area, but less-mature trees
and shrubs. Everyone seemed to like flowers, however.
The owners of a local coffee shop asked them to plant a new garden for the shop in a curbside raised bed
that would have something of interest (blooming, or otherwise visually attractive) year-round, as well as some
edible flowers and herbs for cooking and garnishing purposes. This showcase garden did not actually provide
much income—Miles and Parker had agreed to perform the service for a one-time fee of $250—since the shop
owners only wanted the garden to be planted and had decided to care for the garden themselves. But it at least
gave Miles a chance to demonstrate his excellent gardening skills and the team something prominent to point
to when pitching their skills and value to other customers.
Several local Realtors had also agreed to interviews with Parker and Miles to hear their reasons for the value
they could bring to their operations. Lastly, they were in discussions with several local investment-property
owners who met their initial criteria of owning between 1 and 30 rental units. Their assumption was that people
This case was prepared by Rebecca Goldberg (MBA ’03), Case Writer, under the supervision of Gregory B. Fairchild, E. Thayer Bigelow Associate
Professor of Business Administration. It was written as a basis for class discussion rather than to illustrate effective or ineffective handling of an
administrative situation. Copyright  2018 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved. To order
copies, send an email to sales@dardenbusinesspublishing.com. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted
in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Darden School Foundation. Our goal is to publish
materials of the highest quality, so please submit any errata to editorial@dardenbusinesspublishing.com.
case centre
Distributed by The Case Centre
www.thecasecentre.org
All rights reserved
North America
t +1 781 239 5884
f +1 781 239 5885
e info.usa@thecasecentre.org
Rest of the world
t +44 (0)1234 750903
f +44 (0)1234 751125
e info@thecasecentre.org
Purchased for use by Felicia N Morgan on 11-Feb-2019. Order ref F345957.
You are permitted to view the material on-line and print a copy for your personal use until 11-Feb-2020.
Please note that you are not permitted to reproduce or redistribute it for any other purpose.
GreenThumb’s Lawn and Design (B)
Page 2
UVA-ENT-0211
who owned between 1 and 30 rental properties were more likely to use a more-established landscaping service
or would have corporate offices out of town.
Parker began, “We definitely need at least three of these gigs to pan out if we’re going to make it through
the summer. And we still don’t have enough long-term clients to make it through the winter. I’m energized that
we’re busy now—don’t get me wrong—but we still have a long way to go before I’ll feel like relaxing again.”
Educational material supplied by The Case Centre
Copyright encoded A76HM-JUJ9K-PJMN9I
Order reference F345957
“I hear you,” replied Miles. “We need to grow our business. But we need to be smart about this and grow
it the right way.”
“I don’t think we’re in a position to grow any way but bigger,” said Parker, “because I have to eat, and so
do you. And the work we have might pay our bills over the summer, but it isn’t enough to live on for the winter.
We need to branch out and get more clients.”
“So, let’s look at what we have from this week,” said Miles, laying out his notes on the table and getting his
notepad ready to write down their new ideas. They had offered the following services shown in Table 1 to each
property owner:
Table 1. Services.
Weekly mow and edge, with light weeding (weeding $50 per week per single-family home or duplex;
only included with weekly contract; heavier weeding higher rates applied to multifamily buildings, and
is a separate service).
would be priced after inspection.
Twice-yearly fertilizer application and aeration $100 per week per single-family home or duplex;
procedure in the fall.
higher rates applied to multifamily buildings, and
would be priced after inspection.
Heavy yard cleanup (recommended during fall, early
spring, and midsummer). Includes tree and shrub
pruning, vine removal, leaf blowing, and heavier
weeding.
Priced after inspection of property, and price varies,
particularly with more extensive tree pruning. Given
average yearly tree maintenance and a reasonable
yard, this price would be based on approximately
$150 per yard.
Landscaping and gardening services—including new Priced after inspection of area and would include
gardens and perennial, annual, herb, and vegetable labor fees as well as materials.
foundation plantings. Special knowledge of regional
fruiting and flowering trees, as well as trees and
shrubs with fall and winter colors.
Regular watering and/or installation of an irrigation Priced after inspection of area and would include
system.
labor fees as well as materials.
Sod installation.
Source: Created by author.
Priced per square yard based on current sod prices.
Purchased for use by Felicia N Morgan on 11-Feb-2019. Order ref F345957.
You are permitted to view the material on-line and print a copy for your personal use until 11-Feb-2020.
Please note that you are not permitted to reproduce or redistribute it for any other purpose.
Parker and Miles had been attending interviews with these investment-property owners over the past week.
They had met them by attending a few neighborhood events and by asking people they knew whether they had
any acquaintances that met this description. Eventually, five such individuals came to their attention all at once,
and Miles and Parker contacted them for interviews. Four responded and offered to meet Parker and Miles for
coffee. Now that these as well as two interviews with Realtors had been completed, the partners met once again
at their local coffee shop to go over the results and plan their next steps.
Page 3
UVA-ENT-0211
The following were Miles’s notes taken during each interview:
1. Landlord: Alfred Bailey. Four houses on the east side of town, all on the same block. Wants to start
with weekly mowing service but appears interested in other services if we perform well.
3. Landlord: Chandra Tate. Three duplexes in a similar area of town. Near several other single-family
homes that we already have as mowing clients. She wants us to give her a price for planting new
shrubbery and trimming the existing trees, as well as planting some flowers. She might be interested in
regular lawn maintenance if we do a nice job on the other items. She saw my garden at the coffee shop
and thought it was well done.
Educational material supplied by The Case Centre
Copyright encoded A76HM-JUJ9K-PJMN9I
Order reference F345957
4. Landlord: Thomas Newman and Sons. This family-owned outfit has a small apartment building with
24 units located next to Parker’s uncle’s house, and this interview came through his direct reference. It
has a central lawn area and several long strips of stringy grass near the sidewalks, which could easily
become a beautiful park-like garden for the residents with flowers and benches. Currently just wants
regular lawn maintenance for the lowest price possible.
5. Realtor: Sarah Hendrix. Sells houses mainly in the west side of town, which tend to be larger and sell
for higher prices per square foot. Lately, her sale rate has slowed down, and she wants to do whatever
she can to ensure that her listings show well. Willing to pay $400 per service to prune, mulch, and
install large planters with a bright show of color. These services will likely take all day, occur at a
moment’s notice, and require both Parker and Miles to work at the same time.
6. Realtor: Johnny Poppins. Sells houses mainly on the south side of town, which tend to be smaller and
sell for less per square foot. Willing to pay $50 for a mow and quick spruce-up for his listings, but he
doesn’t seem to care when we do the work. Indicated that Parker or Miles could “swing by when they
were in the neighborhood” to perform the services.
After reading through Miles’s notes, Parker said, “This pretty much captures it, man.”
“Yes it does,” said Miles. “And I think it’s interesting that these customers want such different things.”
“I think we should take all the work,” said Parker. “We’re not in a position to be choosy. We have to think
about getting through the winter so we are still in business next year!”
“Possibly,” replied Miles. “But let’s think about this logically. We can’t do all the work here. If we said yes
to everything on this docket, we might end up spending more in gas money than we make every week, and
running ourselves ragged—or worse—not being able to complete everything and ruining our reputation.
Another idea is to expand the range of services we offer to make sure we continue to work in the cooler months,
when mowing and watering isn’t an issue. Maybe those are the months to emphasize snow and ice removal,
pruning, fertilizing, and maybe we could even get into brick and asphalt repair.”
“Why don’t we hire some help?” asked Parker. “Some high school kid or another worker to help us out?”
Miles reminded his friend, “I thought you said last week, before we started up with this business, that high
school kids ‘couldn’t tell a tulip or a rose from their left elbow.’”
“True,” said Parker. “But we need some help, or else we will have to decide between these gigs. And I, for
one, don’t want to turn down work when I’m clipping coupons and popping tags at the thrift store.”
Purchased for use by Felicia N Morgan on 11-Feb-2019. Order ref F345957.
You are permitted to view the material on-line and print a copy for your personal use until 11-Feb-2020.
Please note that you are not permitted to reproduce or redistribute it for any other purpose.
2. Landlord: Stacey Chappell. Sixteen rental homes, each with up to three apartments, scattered
throughout town—up to one hour apart in driving distance. Interested in a bulk-pricing arrangement.
Trying to talk us down on price for our other services.
Page 4
UVA-ENT-0211
“There’s another thing to consider,” continued Parker. “We can’t risk watering down our reputation that
we’re working so hard to build. Not only do I not want to ever risk being sent back to county jail, I also want
to keep the goodwill we have gotten for ourselves. I’ve never worked so hard for anything in my life. I don’t
want to hire anyone who will take away from that.”
Miles considered this and then asked, “So what do you propose?”
“I propose we say yes to everything and then get some help. My cousin Mickey is off school for the summer.
He would work for minimum wage. And he might have a friend or two.”
“Maybe one of his friends does,” said Parker.
Miles acquiesced. “Okay, let’s at least talk to Mickey. Ask him if he can find a vehicle to use, and let’s meet
up with him today or tomorrow if we can. We need to make a decision on this work and get back to people
with a contract.”
Educational material supplied by The Case Centre
Copyright encoded A76HM-JUJ9K-PJMN9I
Order reference F345957
Parker agreed, and the business partners prepared to break for the day.
Thought Questions
1. How much of the work should Parker and Miles accept?
2. If you do not think they should accept all the work, how should they decide among the customers?
3. Should Parker and Miles take on an assistant? If no, why not? If yes, what should the assistant do, and
for how many hours per week?
4. How should Parker and Miles divide up the work between themselves—meaning, should they “divide
and conquer” or work together?
5. How much money (roughly) do you think that Parker and Miles will make over the next 12 weeks?
Exact answers are not necessary, but please be prepared to explain how you arrived at your answer.
6. Will their business survive until next year? Why or why not?
Purchased for use by Felicia N Morgan on 11-Feb-2019. Order ref F345957.
You are permitted to view the material on-line and print a copy for your personal use until 11-Feb-2020.
Please note that you are not permitted to reproduce or redistribute it for any other purpose.
“Mickey doesn’t have a car,” Miles reminded him.

Purchase answer to see full
attachment

Place your order
(550 words)

Approximate price: $22

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
$26
The price is based on these factors:
Academic level
Number of pages
Urgency
Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more

Order your essay today and save 30% with the discount code ESSAYSHELP