KU students compete in national case competition in Austin, Texas
Four KU students competed in the Women’s National Case Competition in Austin, Texas, from April 13–15. The competition was hosted by the McCombs School of Business at the University of Texas at Austin. Senior Rachel Berkley, juniors Dalton Kramer and Mya Peterson and sophomore Julie Plumleigh represented KU in the competition. This was the first time KU has competed in the annual competition.
Interested students interviewed Jana Fitchett, management and entrepreneurship lecturer, who sponsored the competition. Fitchett held multiple interviews and selected four students for the three-day competition in Austin.
Eighteen universities competed in the competition. Groups received the case study a week before the competition, which had them create a strategy involving a customer experience phenomenon for Apple.
The case
Customers in the United States are choosing to go to brick-and-mortar stores over online stores for their consumer needs. Customer behavior has shifted from online to in-person retail shopping. Apple wants to lean into this trend and have groups provide a market strategy to benefit from in-person sales.
The case study outlined three objectives the group was responsible for: delivering a marketing strategy, creating an execution plan and creating a business continuity plan. The overall goal was to create a delightful customer experience while minimizing the impact on the overall business and the environment.
The project
For their project, the group put together graphics for Apple, created an advertisement and completed renderings of the Apple store. The group aimed to bring more customers to Apple stores nationwide. The store’s renderings emphasize a better customer experience. Additionally, the group analyzed the supply chain process and carbon footprint of their market strategy.
Competition results
The competition started on April 13 with a welcome and a networking session with Apple. On April 14, each group had office hours with Apple to finish their presentations and chat with recruiters from Apple. Competition began on April 15 with two rounds: a preliminary round and a final round. While KU did not place in the competition, the team still did an outstanding job.
“The team spent hours perfecting their creative presentation and worked very hard,” Fitchett said. “They made KU proud!”
Fitchett hopes to make the competition an annual event for KU. All students from all majors are welcome to interview and participate in the competition.
For students interested in participating in next year’s competition, please email Jana Fitchett at jfitchet@ku.edu for more information.
By Lauren Hartwig
