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Conduct a Target Audience Analysis and Suggest a Sales Campaign to Create Conversions

Last Updated: 04/28/2026

Case Organization

Tycoon Enterprises. S.A. de C.V.

https://www.tycoon.mx

Prolongación Paseo de La Reforma 621, Santa Fe, Ciudad de México

51-100

Case Contributors

Elias FASJA-COHEN

President & Co-Founder @ Tycoon Enterprises. S.A. De C.V. for 36 year(s)

in/eliasfasja

Case Disciplines

Growth Strategy Marketing Sales & Business Development Sales & Business Development

Skills & Expertise

Account-Based Marketing (ABM) for Brand Partnerships B2B and B2C Customer Analysis Brand and IP Monetization Strategy Campaign Strategy Development (Sales + Marketing + Communication) Competitive Analysis and Benchmarking Consumer Products) Corporate Brands) Critical Thinking and Data-Driven Decision Making CRM and Sales Funnel Optimization Cross-Industry Opportunity Identification (Entertainment Customer Journey Mapping Excel/Google Sheets for Financial Modeling and KPI Tracking Financial Planning and Revenue Forecasting Generative AI for Market Research and Campaign Ideation Go-To-Market Strategy for New Revenue Streams IP KPI Development and Performance Tracking Lead Generation and Prospecting Strategy Licensing Extensions) Lifestyle Market Research and Industry Analysis (Licensing Messaging and Storytelling for Brand Licensing Multi-Channel Marketing Strategy (Digital Opportunity Prioritization and Business Case Development Partnership and Business Development Strategy Partnerships) Pipeline Acceleration and Conversion Strategy PowerPoint/Google Slides/Canva for Strategy Presentations Pricing and Commission Structure Analysis Recurring Revenue Retail Revenue Model Innovation (e.g. Sales Strategy Development Sales Team Enablement and Incentive Design Strategic Roadmapping (2-Year Growth Plan) SWOT Analysis Target Audience Segmentation and Persona Development Value Proposition Design for Licensing Services

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Background & Objective

The challenge or opportunity you are trying to address for the organization.

We wish to increase our revenue & margin in our Mexico operation by identifying new business opportunities, better and more efficient business models (e.g., recurring revenue), and additional revenue streams based on our core capabilities and assets. About the company: Tycoon is an expert in IP and Trademark Licensing. We obtain rights from Brand owners to represent their interests. At the same time, we license their IP to third parties, whether Retailers, third-party distributors, or Manufacturers, to transform such IP into new consumer products and experiences. We are well recognized Internationally in the Licensing field, whether IP comes from the Entertainment, Corporate, or Lifestyle sectors, and can reach almost any Brand Owner. Our company currently represents a wide roaster of BRANDS of global relevance (Please see the PDF attached). We have relationships with the biggest producers and media platforms and knowledge about upcoming releases ahead of time. Our operations work across Latin America via eight offices on the ground and native professionals and industry experts. What we need help with: Representing strong brands without ownership.
Learning Objectives

This is what students will learn as they complete the case.

This case challenges students to analyze a complex B2B licensing business and develop a targeted growth and sales strategy to improve profitability and create sustainable revenue streams in a competitive market. 
Students completing this case will be able to: 
  • Understand the IP licensing business model and Tycoon’s role as an intermediary between brand owners and licensees. 
  • Analyze industry dynamics, including shifts in brand ownership strategies, declining commissions, and competitive pressures in Mexico and Latin America. 
  • Develop detailed target audience personas (e.g., brand owners, manufacturers, retailers) based on needs, motivations, and value drivers. 
  • Conduct competitor and SWOT analyses to evaluate Tycoon’s position, strengths, and vulnerabilities within the licensing ecosystem. 
  • Identify emerging trends, new revenue streams, and growth opportunities across industries, product categories, and business models. 
  • Design a data-driven sales and marketing campaign tailored to high-potential customer segments to increase conversions and revenue. 
  • Propose strategies for recurring revenue models and operational improvements to reduce dependency on short-term licensing agreements. 
  • Define key performance indicators (KPIs) and financial metrics to evaluate campaign effectiveness and business growth. 
  • Create a strategic roadmap with actionable initiatives to achieve targeted revenue growth over a defined time horizon. 
  • Communicate insights and recommendations effectively through structured strategy plans, personas, and campaign frameworks.
Key Action Items

These are activities and action items you might want to complete in order to achieve the expected outcomes.

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