SUMMARY:
Jensen Shoes, is a well established (1943) footwear marketing company, with a reputation for employee welfare. The company has enjoyed a highly profitable position for many years but due to static sales growth in the casual wear division, executive management decided to develop a major marketing strategy over the next six months. The strategy is to define opportunities for new markets and new products and to report in time for the annual board of director's meeting.
The executive management charged Sally Briggs with developing this strategy, she then in turn assigned Chuck Taylor the project. Taylor set about the project by reorganising his group and establishing three Strategic Product Managers Kyle Hudson, Robert Murphy and Jane Kravitz. Each was assigned a market to develop. Jane Kravitz was assigned casual wear and her strategic performance objectives (s.o.'s) included marketing plans for several vertical markets: African-American, Latino, Mature College, Pre-teens, Men and Women. Jane Kravitz divided her s.o.'s between Larry Bunton, Cheryl Abbott and Lyndon Twitchell.
This assignment examines the conflict between a manager (Jane Kravitz) and an employee (Lyndon Twitchell), both of whom are responsible for preparing a comprehensive marketing plan for the Latino and African-American markets, as part of the overall marketing strategy for the casual footwear market.
FACTS:
LyndonTwitchell (employee) has been in management in Jenson Shoe's for over four years and prior to the reorganisation worked directly with Chuck Taylor, foe the ethnic market in the Special Promotions division. His fist assignment was ?fraught with difficulties' due to the inexper ...