Laura Bresemann
UW Projects
At the University of Washington, I worked on several projects both individually and in groups. These assignments feature extensive marketing research, case study analyses, and creatives.
Alaska Airlines Case Competition
My group and I competed in a case competition against other students at the Foster School of Business. The goal was to come up with the best solution to Alaska Airlines' lack of diversity problem. The company, along with other airlines, are in desperate need of pilots and mechanics. We researched the issue and organized an alternative matrix to decide which path Alaska should pursue. Afterwards, we created timelines, financial estimates, and risks for each solution. This was my senior capstone.
​We presented 3 solutions. I originally proposed the first 2 solutions.
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1.Tie executive pay to DEI goals
2.Release EEO-1 report to the public
3.Offer education assistance programs for those who want to join the professions.
Heineken
I was tasked to develop a Heineken advertisement that would be effective if shown in France. This was difficult because France bans advertisements that display alcohol in a positive light. Therefore, the tagline I invented was, "Now THIS is beer"- which is technically true.
JCPenney
This department store struggles to compete with specialty stores due to changing consumer habits. After researching the topic, we decided on several solutions to get JCPenney back in the game.
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Nordstrom
For this project, my group and I separately conducted focus groups to analyze Millennials' thoughts on Nordstrom. We used qualitative methods to get more detailed answers. We concluded in our report that Millennials think Nordstrom products are outdated and expensive.
In Strategic Management, I read case studies that featured companies with a problem they needed to solve. After analyzing the cases using SWOT, PESTEL, Alternative Matrix, Ansoff Growth Matrix, VRIO, etc., I crafted detailed recommendations.