Feb 192015
 
Overly aggressive competitive marketing strategy?

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is designed for small groups of students to discuss aggressive competitive strategies, particularly on a head-to-head basis. Student audience: This exercise is more suitable for students of marketing strategy. Exercise time: The group discussion time should be around 10 minutes, plus additional time for [See full activity…]

Jul 072012
 

The following points are Apple’s own description of aspects of their corporate strategy, as presented in one of their public documents. Review the points in order to identify the role of their strategic capabilities.   ACTIVITY/TASK Aspects of Apple’s corporate strategy, in their own words: The Company’s business strategy leverages its unique ability to design [See full activity…]

Jul 072012
 

Gillette has long been the leader in the razor market. However, to maintain their position they have had to make some tough decisions along the way. Review the following situation – if you were the CEO, would you have made the same decision? ACTIVITY/TASK Gillette has always prided their firm on razor technology innovation. Therefore, [See full activity…]

Jul 052012
 

Below are five different examples of how firms can structure their new product development project teams. Can you identify which team structure approach would be the most effective?    ACTIVITY/TASK “I go to a weekly product development team meeting – and from time to time I’m allocated some tasks to do, on top of my [See full activity…]

Jul 042012
 

CRM success is highly reliant upon the motivation and performance of a firm’s customer contact staff. Considering this point, review the situation below – do you think that the management has made the right decision?   ACTIVITY/TASK Assume that you have just started working at a supermarket, in their marketing department. the supermarket’s management team [See full activity…]

Jul 042012
 

Assume you were the marketing manager for a bank and you are planning a major new product launch, with a substantial advertising and direct mail budget. As you need to rely upon the bank’s branch and call center staff to complete the sales, you will need to develop an internal marketing program (use the checklist [See full activity…]

Jul 042012
 

Below is an excerpt from a manager’s meeting at a large department store chain. They are discussing the merits of introducing a system of greater staff empowerment. Unfortunately, there are good arguments both for and against and the team cannot decide what to do – can you help them? ACTIVITY/TASK Kristi:            Personally, I think greater [See full activity…]

Jul 042012
 

The following is an excerpt from a monthly ‘performance’ one-on-one meeting. Regular communication, teamwork, and individual motivation are important factors in the success of internal marketing. Review the following discussion. Who do you think is at fault? How can this situation be improved for the future?   ACTIVITY/TASK Jackie: Hi John, as you know I’m [See full activity…]

Jul 022012
 

An insurance firm is looking to upgrade its operating software system. They are faced with three alternatives, which are listed below. In this ‘role-play’ activity, you will play the role of either:  IT manager (you would like a ‘manageable’ change) Finance manager (you want a great finance reporting fit) Marketing manager (you want a great [See full activity…]

Jun 302012
 

Often firms seek to modify their corporate culture, as part of their overall internal marketing program. For this exercise, assume you are a consultant brought into a Fortune 1000 firm with the project of dramatically altering the firm’s corporate culture in order to improve its level of marketing orientation. Your task is to determine which [See full activity…]

Jun 302012
 

In this activity, a firm is deciding on whether or not to invest in a major new product. In order to illustrate the influence of top management values, the profiles of four different CEOs are presented. Your task is to identify whether the management style of the CEO would influence the firm’s decision to pursue [See full activity…]