A Too Aggressive Competitive Marketing Strategy?
In this discussion case, students of marketing strategy will examine whether a campaign to block competitive moves is warranted? This case looks at Crystal Pepsi vs Tab Clear.
corporate culture
Role of Capabilities
Students review several key strategic points about Apple, in order to identify the role of their strategic capabilities.
A Tough New Product Decision
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?
Product Development Team Structure
There are five different examples of how firms can structure their new product development project teams. Can students identify which team structure approach would be the most effective?
Not Enough New Product Ideas?
The ability of firms to generate new product concepts is a key factor in new product success. Some firms appear to be more successful at this task than others. This firm is not very good at it – but why?
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.
Designing Internal Marketing Campaigns
For this task, students are the marketing manager for a bank and planning a major new product launch. They need to develop an internal marketing program for the bank’s branch and call center staff to complete the sales.
Should We Empower Our Staff?
A large department store chain are discussing the merits of introducing a system of greater staff empowerment. But the team cannot decide what to do – can your students help them?
The Need for Internal Marketing
Students are presented with an excerpt from a monthly ‘performance’ one-on-one meeting. Who is at fault? How can this situation be improved for the future?
Making a Joint Business Decision
This group task is to reach a decision through consensus (by role-playing members of a firm’s executive management team). To complicate the decision, the three alternatives ‘benefit’ different functional departments.
