Cost Leadership Strategy
This activity highlights some of the practices that Aldi Supermarkets have adopted to achieve a cost leadership position and provide ongoing longer prices to customers.
Cost Leadership Strategy Review the Teaching Activity
Discussion Exercises
Pricing and Positioning
In this activity, there is a key pricing decision to be made in the two situations presented. Keeping in mind the firm’s/brand’s positioning, students consider whether these decisions are logical.
Pricing and Positioning Review the Teaching Activity
Value Pricing – A Tough Decision
This activity requires students to determine a price solely based on what value the product generates for the customer. As there are only insignificant variable costs involved, what price is right?
Value Pricing – A Tough Decision Review the Teaching Activity
Product Design = Mix of Attributes
By changing a product’s mix of attributes you effectively create new products, which may provide a unique solution. In this activity, students modify the mix of attributes for a table, in order to meet different needs.
Product Design = Mix of Attributes Review the Teaching Activity
Unique Characteristics of Services
Services have a number of distinct characteristics that create a unique set of marketing challenges for services marketers. The task is to review customer statements to identify the distinguishing service characteristic.
Unique Characteristics of Services Review the Teaching Activity
Does Product Augmentation Provide Value?
Students choose between sets of competitive product offerings. One of the choices is more heavily augmented. How important is the augmented product in the decision? Are students willing to pay more?
Does Product Augmentation Provide Value? Review the Teaching Activity
Aligning New Products to Strategy
The student task in this activity is to generate some potential new product ideas/concepts that would logically fit with McDonald’s overall strategy.
Aligning New Products to Strategy Review the Teaching Activity
Marketing’s Role in the New Product Process
The task is to review the following list of new product development tasks and evaluate whether or not the marketing function would be involved.
Marketing’s Role in the New Product Process Review the Teaching Activity
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.
Why New Products Fail Review the Teaching Activity
Why Firms Introduce New Products
Most firms will have growth goals, which is one factor that drives firms to introduce new products. Students will need to review examples and identify why firms decide to introduce new products.
Why Firms Introduce New Products Review the Teaching Activity