Speaker 1: Welcome to the Research for Business Writing video series brought to you by the Business B.O. Library. Hi, I'm James Henry Smith with IU Libraries and this series will help you formulate an intelligence research strategy to find information that will give you a competitive edge for the case competition. If you aren't already, use the research guide located in the Library Research Guide tab of your Canvas site for C204 Business Writing. This will help you quickly access all of the databases covered in this video. This guide also has ways to help you get support for your research, including a chat box for instant support during regular business hours, a link to schedule a team research consultation with me or any of our other research experts at the Business B.O. Library, and for after-hour support, you can always email us at libus.iu.edu. In this video, you will get a brief overview of the case requirements and learn how to gather information about our client this semester, Pruzie. So now, let's break down this case. Pruzie has been in the e-commerce game for nearly a decade now. The client is asking you to come up with a strategic differentiation strategy that will drive sustainable growth for the company well into the future. In addition to understanding Pruzie's products and current strategies, the case document here asks you to investigate critical areas that can support this goal. So start by asking yourself which types of customer experiences work best for online marketplaces and what types of services can Pruzie provide to separate it from and elevate it above other commonly used marketplaces such as Amazon, Walmart, Etsy, REI, and Back Country. In other words, define which companies you're using to benchmark Pruzie to and compare their strengths and weaknesses. You'll also want to ask which competitors' online marketplace flaws make consumers leave one marketplace for another and what is the most effective way for businesses of Pruzie's size, resources, and product area to overcome these. You'll also want to ask which emerging merchandise brands fit Pruzie's image, pricing, and consumer as a candidate for potential suppliers, which will make them stand out from other lifestyle merchandisers while matching the quality standards and branding of this company. You'll also want to know which initiatives and partners will most effectively help Pruzie expand its international consumer base. What are the best target countries and how does Pruzie accommodate differences and preferences along with different cultural expectations? As you can see in this case document, you should have a general sense of how to address each of these critical areas, but your solution should hone in on one specific area before diving right into ideas and solution. Let's begin by understanding the client. Pruzie has a robust online presence and makes great use of social media and brand ambassadors. As you investigate the website, pay attention to the brands that are offered and more importantly, which brands are not. Consider the online content generated by Pruzie contributors and ambassadors. Read the Pruzie's blog and look for them on social media. Look beyond the environment online and consider what Pruzie is already doing to build their brand through community events. For example, according to the case document, Pruzie hosts a golf tournament to raise money for our troops, CrossFit MRF events, and a 5K race. Pruzie has even invested in brick and mortar stores complete with a CrossFit gym called Pruzie Fit. Consider the pros and cons of engaging in such in-person marketing and events. Analyze media surrounding these events and think of ways to leverage what they are already doing to expand their customer base. Library resources can help you learn more about this company. Once you learn about our client's current business through their web presence, you can expand your research by watching the videos in this series that focus on Pruzie's competitors and industry trends to see how they can set themselves apart and also consumer and market research to learn what customers want in their online retail experience. Thanks for watching and good luck with your research.