CRAYOLA: ENVIRONMENTAL DISRUPTIONS AFFECTING ITS BACK- TO-SCHOOL STRATEGY

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Use relevant marketing theories, concepts and frameworks to assist you in answering the below questions:

  1. Identify and discuss the macroenvironmental pressures that forced Crayola to rethink business operations. In your answer, explain the effects (of the pressures you have identified) on Crayola’s immediate environment.

  2. How do the factors that you have identified above (in Question 1) impact Crayola’s approach to value creation?

  3. Crayola invested in digital capabilities to help it stay relevant in the modern business environment. After 135+ years in business, is it sensible to focus on the creation of new capabilities? How can this complement the business in terms of both its existing operations and its trajectory?  

  4. Has the shift to omnichannel value communication and value capture impacted Crayola’s market positioning and value proposition? Explain your position and support with examples. 

Suggested additional questions that may help to guide you in conducting your case study analysis. These (below) do not require a submitted response.

1.     What is the company/business you are focusing on? What is distinctive about them? What do they produce? What do they sell? What do customers buy?

2.     What is the role of marketing in the business? How is marketing used to create, deliver and capture value?

3.     What topics in MARK2012 can help you to answer the questions most effectively?

 


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