This November, the Foster School of Business sent a team of students to compete in the Brigham Young University (BYU) Business Language Case Competition. What is unique about the competition is that it is conducted entirely in a foreign language. Student teams, consisting of non-native speakers, read and analyze a business case written in Spanish, and then present their solutions and answer questions in Spanish.
The Foster School team won third place this year and five hundred dollars. Team members Amanda Baker, Josh Twaddle, and Brandon Upton all studied or interned abroad in Spain, which greatly improved their language skills and gave them the confidence to tackle this case challenge.
The business case they worked on focused on the current market for organic foods. The team was to determine if there is a role for Walmart in this market segment. Brandon shared that their analysis “noted two main problems facing Walmart – first, Walmart has weak brand equity, and second, Walmart lacks an urban presence, which is where most consumption of organic food occurs. However, Walmart had strengths in its supply chain.”
Based on their analysis, the team recommended that “Walmart should launch an entire new line of organic stores that are stocked with products from local farms. By leveraging its supply chain, it could centralize foodstuffs from those farms in a distribution center, and then redistribute to city stores. These new stores would only be in leading urban areas in the U.S., including San Francisco, New York City, and Washington D.C. This ties Corporate Social Responsibility (empowering local farmers with urban demand) to generating new revenue streams from a premium market for Walmart.”
The BYU judges said that the Foster School team took a very innovative approach, and they really appreciated that the team even produced some of their own market research.
Photo: Foster School Faculty Coach, Bob Dawson, with student team members Brandon Upton, Amanda Baker, and Josh Twaddle.