Tippie captured 2nd place in the 2012 University of Illinois Strategy Case Competition, Feb 9-11, 2012. The team of MBAs included: Ben Clark (1st year, Strategic Management & Innovation), Annie Leonhart (1st year, Marketing), Uday Mathur (1st year, Marketing) and Eric Talmage (1st year, Marketing). Ben and Annie received individual recognition with Best Speaker awards for the preliminary round. Ben went on to receive the Best Speaker Award in the final round. The winning team was prepared by coaches Meg Thompson (Business Director, Strategic Innovation Career Academy) and Stephanie Miles (Coordinator, Student Services and Communications). Twelve MBA programs participated, including Purdue, Ohio State, and University of Minnesota. Iowa State and University of Illinois took home 1st and 3rd places, respectively. Corporate sponsors included Whirlpool Corporation, HD Supply and Trizetto.
Teams were given a written case posing a business problem and 24 hours to prepare a presentation outlining each team’s proposed solution. Teams then present their solutions to a panel of judges, composed of academic and business professionals, often including representatives from corporate sponsors and the company presented in the case. This year, the case focused on Louis Vuitton’s declining sales in the Japanese market. Team Tippie proposed a solution to promote long-term sustainability and luxury-brand positioning : (1) avoid diversifying to lower price-point products just to capture sales, and (2) refresh Louis Vuitton’s luxury brand status with a new aspirational item, designed to appeal to a younger demographic yet maintain the classic, recognizable Louis Vuitton styling.
The team is proud to bring home a trophy for the MBA office, and looks forward to the success of other Tippie teams in future case competitions.