Student plan for marketing tires snags national award
May 9, 2002
KALAMAZOO -- Four Western Michigan University seniors rolled to a second place finish last month in a national competition sponsored by the American Marketing Association.
The Haworth College of Business students made up one of eight teams invited to participate in the AMA's national case study competition in Orlando, Fla. To qualify for the event, the team submitted a marketing plan for this year's sponsor, Goodyear and Sullivan Tire, a regional auto service and tire retailer. Their proposal was one of eight chosen from among plans submitted by students across the country, making them finalists in the national competition.
At the April 24 event, the WMU students presented their plan to executives from Goodyear and Sullivan Tire at an AMA conference. They tied for second place with a team from Stephen F. Austin University.
The students' plan recommended new products and services for Goodyear and Sullivan Tire, as well as new advertising and promotional strategies, according to Dr. Ronald B. Larson, WMU assistant professor of marketing and coach of the team.
"These students put in many long hours researching the industry, developing strategies and fine-tuning their presentation," Larson says. "Obviously, we're very proud of them for making such an impressive showing on the national level. There was some extremely tough competition."
The WMU team includes the following students.
Kelly Giles, a senior majoring in marketing. Her parents are Millicent T. Giles of Troy, Mich. and David Gilbert Giles.
Kelly Gutowski, a senior majoring in advertising and promotions, and a member of the Lee Honors College. Her parents are Robert and Sharon Gutowski of Clinton Twp., Mich.
Quinn Hoard, a senior majoring in marketing and a member of the Lee Honors College. Her parents are John M. and Delilah M. Hoard of Kalamazoo.
Holly Sharp, a senior majoring in advertising and promotions, and a member of the Lee Honors College. Her parents are Mark S. Sharp and Vicki L. Briggs of Wyoming, Mich.
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