Headlines (Campus Updates)
School of Business & Economics
Laurier's Live Integrated Case Exercise competition gives MBA students real-world consulting experience
Communications, Public Affairs & Marketing
Since 2004, Wilfrid Laurier University’s MBA program has hosted the MBA Live Integrated Case Exercise (Live ICE) competition in partnership with long-serving Board of Governors member Gerry McGrath.
Each year, at the close of the fall term in December, teams of full-time Waterloo MBA students are given a consulting project for a company that is facing real-time issues.
“This is a truly enriching opportunity for our MBA students,” said Ruth Cruikshank, acting director of the MBA program. “We are so fortunate to have Gerry McGrath and his portfolio of companies play such a key role in this event.”
This year’s featured company was Graf Canada Ltd. Graf skates have been positioned as the ‘best’ skate in the industry; however, its powerful competitor, Bauer Hockey, dominates the market. With a new management team in place, Graf is now faced with the challenge of developing a significant presence in the Canadian skate and hockey equipment market.
The MBA teams were given two days to review information about Graf Canada, including financial reports, sales reports, competitor information and media releases. Students then had the opportunity to pose questions in a two-hour session with company executives, investors and Chairman of the Board of Graf Canada, retired NHL legend Claude Lemieux.
After a lengthy deliberation, the panel named Gold Group #1 the winning team for its cutting-edge advertising campaign (which Graf Canada is considering for the new year) and for their suggestions surrounding inventory management.
“This was an awesome experience!” said one of the team members. “It is a great opportunity for us to use what we have learned in the classroom and apply it to the real world in real time.”
Winning team members are Andrea Allen, Shawn Eldebs, May Li, Matt McAlpine and Jagdeep Mohi.
MBA Toronto students will take part in MBA Live ICE in June.