Finish Line Challenge_ 2011

Document Sample
Finish Line Challenge_ 2011 Powered By Docstoc
					                  Finish Line Challenge, 2011
Purpose
Participants in the Finish Line Challenge will conduct research studies at Finish Line retail stores to help
Finish Line evaluate how it is perceived by its core consumers. Participants will develop unique, real-world
improvement strategies based on opportunities discovered during the research. Challenge participants will
make presentations to Finish Line executives via videos posted on YouTube.

Procedure
Finish Line challenges DECA members to evaluate its stores using marketing research in a variety of
markets. View the introductory video at www.deca.org. Using the questions on the following page regarding
product, presentation, pricing, promotion and people, teams are to research how customers perceive Finish
Line and its marketing efforts. Finish Line’s mission is to evaluate how the company is perceived by its core
consumer and improve in the areas that are most important to the consumer.

After research and observations are conducted, each team must develop unique, real world solutions and
improvement strategies based on the opportunities discovered during the research. Teams must then create a
ten-minute video presentation of their methodology, research findings, solutions and improvement strategies.
Video presentations will be posted on YouTube for evaluation. Videos over ten minutes in length will not be
evaluated and will not be eligible for awards. Video presentations will be evaluated on the methodology of
the research, the quality of the findings, how executable the improvement strategies are and on the overall
look and style of the presentation.

Finish Line will evaluate all of the video presentations and select the top three teams to travel to Finish
Line’s corporate office in Indianapolis, Indiana to make their presentations to top management in person.
Presentations in Indianapolis will be a maximum of 30 minutes in length followed by a 15 minute question
and answer session. Teams will present in a boardroom to as many as 30 executives. Teams will have access
to a computer connected to a projector with speakers. Finish Line will pay for travel and accommodations for
all three teams. Finish Line management will select the winning team and award a travel prize to cover that
team’s expenses to the International Career Development Conference in Orlando, Florida.

Interested chapters must fully complete and submit the attached registration form no later than December 10
to be eligible for the grand prize. Late entries will not be accepted.

Finish Line retains the copyright on any submitted material and reserves the right to use the material in any
way or format it sees fit. DECA Inc. and Finish Line are not responsible for lost, damaged, mislabeled or
misdirected entries. Entries will not be returned and will become the property of Finish Line.

Eligibility
One (1) team of up to three (3) DECA members from each chapter may participate in the presentation. All
chapter members may assist in the research and development of improvement strategies. (Note: A Finish
Line store must be within driving distance of the school location.) Eligibility to attend the international
conference is determined by the state/provincial associations, based on their policies. Finalists should consult
with their state/provincial advisor for eligibility guidelines.

Awards
The top three teams will be invited to Finish Line’s corporate office in Indianapolis, Indiana to present their
findings and ideas to corporate executives. Finish Line will pay for travel and accommodations for the top
three teams. Finish Line executives will select an overall winning team and award a travel prize to cover that
team’s expenses to the International Career Development Conference in Orlando, Florida.
                                                                                                   Page 1 of 4
Timeline
Challenge announced                                              August 2010
Challenge registration form receipt deadline                     December 10, 2010
Top three teams notified                                         January 7, 2011
Top three teams present in Indianapolis                          February 2011

Research Questions
1. Finish Line Products
   a. What do you think about Finish Line’s selection of product as it pertains to brands, styles and colors
       offered?
   b. How does Finish Line’s selection of product compare to local competitors?

2. Product Pricing
   a. What are your thoughts and suggestions regarding the prices of products at Finish Line?
           i. Are products fairly priced?
          ii. Are competitor prices higher or lower on the same merchandise?

3. Store Presentation
   a. What are your thoughts and suggestions regarding the presentation of products at Finish Line?
            i. Is it easy to navigate through the store?
           ii. Is it easy to find the product(s) you are shopping for?
          iii. What are your opinions regarding window displays, shoe tables, shoe towers, shoe walls and
               apparel fixtures?

4. Finish Line Website
   a. What are your thoughts and suggestions regarding                   Finish   Line’s   e-commerce    site,
       www.finishline.com?
            i. Is it easy to navigate through the site?
           ii. Is it easy to find the product(s) you are shopping for?
          iii. Is the site intuitive?
          iv. Is the checkout process fast, convenient and safe?
           v. Is the site’s content exciting and relevant?

5. Finish Line Promotions
   a. What are your thoughts and suggestions regarding Finish Line’s promotional activities?
            i. Should Finish Line participate in interactive promotions? If so, what kind?
           ii. How effective is the “Get Re-sneakerized” promotion?
          iii. How can Finish Line improve the Winner’s Circle loyalty program?
          iv. Should Finish Line have more athlete and/or celebrity appearances?
           v. What are other ways that Finish Line can drive customers into stores and to the website?

6. Finish Line People and Customer Service
           a. What are your thoughts and suggestions regarding Finish Line’s employees and customer
              service?
                   i. Are employees knowledgeable, friendly and polite?
                  ii. Are employees dressed appropriately?
                 iii. Are employees helpful?




                                                                                                Page 2 of 4
                                                                                    Submit by Email

                                                                                      Print Form




     Finish Line Challenge 2011 - Registration Form
Chapter Name: __________________________________________________________

Chapter Mailing Address: _________________________________________________

                             ________________________________________________

Primary Chapter Advisor: ________________________________________________

Advisor Phone: __________________________________________________________

Advisor E-mail: _________________________________________________________

Chapter Members Presenting (1-3):

1.) ______________________________________________________________________

2.) ______________________________________________________________________

3.) ______________________________________________________________________

URL for YouTube Video Presentation:

__________________________________________________________________________

Completed forms should be sent to DECA Inc. to be received by December 10 via:

       E-mail: finishline_challenge@deca.org

       Fax:   703-860-4013

       Mail: DECA Inc.
             Attn: Finish Line Challenge
             1908 Association Drive
             Reston, VA 20191




                                                                                 Page 3 of 4
                                   Evaluation Form
                                        To be completed by judges.


EVALUATION              Exceeds            Meets              Below             Little/No Value          Judged
CRITERIA              Expectations      Expectations        Expectations                                  Score
Methodology of        25, 24, 23, 22,   18, 17, 16, 15,    11, 10, 9, 8, 7, 6    5, 4, 3, 2, 1, 0
Research                21, 20, 19        14, 13, 12
                                                                                                       _______
Quality of Findings   25, 24, 23, 22,   18, 17, 16, 15,    11, 10, 9, 8, 7, 6    5, 4, 3, 2, 1, 0
                        21, 20, 19        14, 13, 12
                                                                                                       _______
Ability to Execute    25, 24, 23, 22,   18, 17, 16, 15,    11, 10, 9, 8, 7, 6    5, 4, 3, 2, 1, 0
Improvement             21, 20, 19        14, 13, 12
Strategies
                                                                                                       _______
Overall Look,         25, 24, 23, 22,   18, 17, 16, 15,    11, 10, 9, 8, 7, 6    5, 4, 3, 2, 1, 0
Style, and Feel of      21, 20, 19        14, 13, 12
Presentation
                                                                                                       _______


                                                                                 TOTAL




                                                                                                    Page 4 of 4

				
DOCUMENT INFO
Shared By:
Categories:
Stats:
views:36
posted:7/13/2011
language:English
pages:4