Should We Broaden Our Product Offering?
In this exercise, students assess the for and against of a franchised food retailer broadening their product range, as the proposed move has both opportunities and substantial risks.
competitors
Making a Marketing Strategy Choice
This is a mini case study of a hypothetical toy manufacturer (Fun 4 U) that is faced with two distinct marketing strategy choices. The student task is to determine, based on the information available, the best approach for the firm.
Identifying Your Competitive Set
For this exercise, students identify the competitive set for a manufacturer of instant coffee (such as Nestle’s). The aim of this activity is to think beyond just me-too competitors.
Do Manufacturers Like Private Labels?
Why would a large manufacturer want to produce a private label product that will directly compete against their flagship product? Hopefully this activity will provide the answer.
Product Management Decisions
Students assume the role of a product manager for frozen pizza. They are faced with several strategic choices for which way to grow the product line and its profits.
Price Penetration or Price Skimming?
This activity follows the discussion in a manager’s meeting for a firm that produces entertainment/game consoles and they are trying to decide whether to use a price penetration or price skimming strategy in the upcoming launch of their game console.
EXCLUSIVE MEMBER ACTIVITY
Competitive Pricing Responses
Students need to identify what would be the most appropriate pricing reaction for various market situations and competitive actions.
EXCLUSIVE MEMBER ACTIVITY
Responding to Competitor Pricing
While it is generally acknowledged that it is best to stay out of a price-cutting war, sometimes competitor actions will force you into one. In this activity, students need to counter when one of their competitors cuts their prices – how will they respond?
EXCLUSIVE MEMBER ACTIVITY
Making a Price Decision
In this activity, the task is to set the price for a new home-delivered water company. To complicate matters, there are a few different viewpoints on the best pricing approach.
How Important is Price?
In this exercise, students are presented with eight product alternatives, as they would find in a supermarket environment. As they will see, price is simply one aspect of the consumer’s perception of value.