Student teams develop innovative solutions to increase profitability of the world’s largest festival

Photo of Winning Team

2014 Winning Team members Michelle Hara, Zach Bickel, Erica Cheng, and Crystal Wang with Larry Calkins of Holland America Line

Did you know that during the 16 day Munich Oktoberfest an average tent with 7,500 seats sells over 4 million euros worth of beer?

This weekend at the  2014 Holland America Line Global Case Competition, over 100 Foster School undergraduates grappled with how to increase the profitability and global reach of Oktoberfest, the world’s largest festival. The Global Business Center is pleased to announce that this year’s competition was a great success!

Teams played the role of outside consultants hired by the Munich Oktoberfest Organizing Committee to develop a strategy recommendation to increase profitability of Munich Oktoberfest. Teams spent 48 hours developing their background analysis, and on Saturday November 15th presented their recommendations to panels of community member judges. The top four teams were selected to move on to the final round.

After watching the final round teams present, the panel of six finalist judges determined a winner. This year’s deliberation was particularly challenging because each of the finalist teams had an insightful and innovative recommendation.

Team 2 members Zach Bickel, Erica Cheng, Michelle Hara, and Crystal Wang, were named the 2014 Holland America Line Global Case Competition Champion, and awarded $1,000. Their recommendation to increase profitability of Oktoberfest was to replicate the festival abroad, specifically in Munich’s Sister City, Sapporo, Japan. Their team determined through detailed analytics that a Sapporo Oktoberfest would prove successful due to existing infrastructure, socioeconomic factors and a strong cultural identity.

This year we had seven outstanding freshman teams participate in the ‘Freshman Direct Track’ of the competition, where only teams of Foster School freshman compete against one another. Judges were blown away by the extraordinary recommendations the freshman teams developed.  The title of Freshman Winning Team and an award of $500 was achieved by Christopher Cave, Carly Knight, Jennifer Louie, and Molly Mackinnon.  We are excited to see these students getting involved so early in their Foster careers!

The Holland America Line Global Case Competition is an introductory case competition and an exceptional learning experience for Foster School students. It provides an opportunity for students who have never competed in a case competition to ‘get their feet wet’. This year learning opportunities included a ‘how to approach a case competition’ training session, taught by Foster School faculty member Leta Beard, and a coaching round which provided teams the opportunity to get feedback on their presentation from business community and faculty coaches before presenting in front of the judges panel. Thank you to all of our volunteers who made the event possible!

Visit our website to find out more and learn how to get involved next year.

The Global Business Center would like to thank Holland America Line for their generous support of this unique educational event for Foster School of Business students. Holland America Line is a leader in the cruising industry and a longtime supporter of the Foster School of Business.