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Where Can I Find Detailed, Historical Market/brand/image Info For Case Study Construction/analysis (mba Intern)
Posted By: JRogers* on 6/15/2004 12:55 PM (CST)	250 Points
I am constructing a few case studies detailing best practices in sports marketing. Essentially, I need to provide in each case a situation (including brand/image indicators), a strategic solution (will be inferred), the actions taken via activation, and the results (market share, perception, etc.). I can pretty much find documentation of what my target companies did; however, I am having real problems finding the situational/historical context information (market share, brand image, category environment, etc.). Additionally, I would love a source for current information on market share and image. I would greatly appreciate any direction you could provide. The companies and contexts I am looking for as of now are as follows: Anheuser Busch (1987-1988, brand image, Super Bowl advertising) Nike (1997-1998, International market share, International brand image vis a vis Adidas, World Cup ambush marketing & official sponsorship fees) Thank you very much for any help you can provide.

Posted by: The Consultant ™*	Accepted Answer
6/30/2004 7:06 AM (CST)
I suggest that you check out the annual reports of each of these companies (will be avilable online on their websites) to get data about their market share etc. e.g. www.anheuser-busch.com/annual/2002/AB2002_Domestic.pdf Also check out: www.essaycrawler.com/viewpaper/22826.html www.cs.ucla.edu/~gavin/pub/IntlBusMgmtNike.pdf

Posted by: Sharon	Moderator Response
6/30/2004 9:10 AM (CST)
Here's a new book on the history of Super Bowl advertising. Plus a news search on the day after the Super Bowl in 1998 might also produce your results from a consumer perspective. http://www.ordering1.us/bloombergbooks/product.php?sid=1&ccamp=PROM02&pid=1...

Posted by: Val (Moderator)*	Moderator Response
7/6/2004 3:17 AM (CST)
Hello all. I am closing this question. This is our standard procedure when the question asker gets busy and falls out of the conversation for a while - or isn't clear about the process for closing. Thanks, so much, for participating! Val (Moderator)

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