A big pizza brand wants to expand their reach to target more Generation Z customers.
How do you help them do it?
That was exactly the real-world challenge that participants of this year’s IACBE Business Case Competition tackled, putting together an in-person presentation that included a robust marketing plan, business analytics, and an overall strategy for delivery—and all in less than a month.
A team of Chaminade students from the School of Business and Communication was up to the challenge. And after a lot of research and hours of planning, they traveled to the competition in Costa Mesa, California to make their pitch. The result? A second-place win and some excellent experience.
“Our team came up with a great business strategy,” said Chaminade senior Tyrone Rixie, after the awards were announced. “It included big improvements to their app, website, and an art contest. The enhancements were all about making the company more modern and digital-friendly.”
Chaminade junior Peyton Oshiro, who was also on the team, liked that the competition was reality-based. The business strategy was for Donatos Pizza, which serves customers across 400 locations in 30 states. Oshiro said developing a plan for an actual company made the competition all the more difficult.
“When we arrived, we were a little nervous,” Oshiro said.
“Overall, we really came together. It was a great experience and I think we really killed it.”
Juniors Michael Rose and Ashley Yoshikawa were also on the team, which received support from lead faculty mentor Richard Kido, an associate professor of Accounting, and two team advisors: Wera Panow-Loui, who teaches Marketing, and Dr. Eddie Merc, an assistant professor in Business Analytics.
For their business presentation, the Chaminade team conducted a survey of more than 100 Gen Z students, polling them on what social media platforms they prefer and their habits online. At the core of their strategy was reimagining the brand to include a cutting-edge online experience that also highlighted the company’s family foundation given Gen Z values and social awareness.
They also pitched a strong Instagram presence designed to bolster engagement.
The judges praised the students for their professionalism, the strength of their presentation, and for weaving in innovative strategies to attract younger customers. One of the judges thought the Chaminade team put together the best package of strategies for a Gen Z profile.
Faculty mentors also said the judges appreciated the poise and confidence the Silversword team demonstrated during a question-and-answer session. The takeaway: it was clear they were prepared.
Yoshikawa, the junior, said that was particularly positive feedback.
“We did a lot of work. There was a definite lack of sleep and lots of late nights of preparation,” Yoshikawa said. “To be able to present our work to professionals, it was a really great experience.”