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 an overall class discussion.

Student

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Role of Capabilities

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 and develop its own operating
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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?


ACTIVITY/TASK

Gillette has always prided their firm on razor technology innovation. Therefore, it was no surprise two … See the full activity...

Product Development Team Structure

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

  1. “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 normal work.”
  1. “Steve has just nominated
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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. The firm below is not very good at it – see if you can identify why.

 

ACTIVITY/TASK

John:

Good morning everyone, I hope that you have all come prepared with … See the full activity...

Impact of Reduced Staff Empowerment

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 has just introduced a ‘… See the full activity...

Designing Internal Marketing

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 below as a guide).

 

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Should we empower our staff?

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 empowerment for our sales staff … See the full activity...

The Need for Internal Marketing

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 here for your monthly performance assessment.… See the full activity...

Making a Joint Business Decision

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 marketing reporting fit)
  • Human Resources
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Internal Marketing: Changing the Corporate Culture


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 of the possible activities identified See the full activity...

Impact of Management Values on Strategy

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 the new product opportunity.

 … See the full activity...