What’s Our Market Share?
In this exercise, students simply need to work out the firm’s unit market share. They have provided with the numbers to help them. It should be a simple exercise, shouldn’t it? Well, perhaps not?
Analysis and Metrics
Choosing a Target Market (Numbers-based)
In this activity, students will review a simple table containing top-level information on several markets/segments and they need to identify which segments are the most attractive, considering trade off information.
Will Profit per Customer Increase Each Year?
In this exercise, students consider whether a customer is likely to increase their relationship with a firm over time, by evaluating likelihood of them progressing through a relationship life-cycle path.
Calculating Customer Lifetime Value (Impact of Future Years)
In this exercise, the student’s task is to calculate the customer lifetime value (CLV) for two retailers and will also consider the impact of the number of years (that is, the customer’s lifetime) in the calculation.
Working with Customer Lifetime Value
In this activity, student need to work through a customer lifetime value exercise (CLV) and calculate the CLV for both the firm’s business and individual customers.
Impact of Reduced Staff Empowerment
Students review a retailer who have changed their refund policy – did management make the right decision by reducing staff empowerment? Includes aspects of CRM and CLV.
Developing a CRM Strategy
In this activity, students act as consultants for a music festival, with their task being to develop a strategy to increase attendance and profitability for this annual event.
Why New Products Fail
The task to identify a list reasons why new products fail and identify which of these factors could NOT be adequately assessed prior to actually going to market with the new product.
New Product Evaluation
Students review a new product that never went ahead. Did the firm made the right decision, or should they have spent more time, money and effort evaluating it further?
Price Calculation: Cost-plus Pricing
The task for this activity is to work through the two examples for cost-plus pricing for students to gain a better understanding of this method.