Using the Product/Market Growth Matrix
The student task in this activity is to classify the examples provided into one of the four categories on the product/market growth matrix (also sometimes referred to as Ansoff’s model).
new products
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.
Impact of Management Values on Strategy
The student task is to identify whether the management style of the CEO would influence the firm’s decision to pursue new products. In order to illustrate the influence of top management values, the profiles of four different CEOs are presented.
Over-Adapting to the Environment?
In this mini case study, students are required to assess whether this toy manufacturer was too flexible and too willing to adapt to its changing macro-environment.
Should We Conduct Market Research (Test Marketing)?
In this activity, students will review the discussion/comments from a new product project team meeting, where the participants argue for/against the merits of conducting test marketing prior to a full launch.
What is the Most Appropriate Research Design?
In this task, students simply need to match the approach to market testing a new product to the firm most likely to conduct it. The types of research are listed first, followed by the type of firm.
Running a Focus Group
In this exercise, students run focus groups to understand the importance of getting beyond “top-level” answers and to gather some real insights into the behavior of the target market.
Evaluating a Questionnaire
For this task, students (with one acting as the interviewer) will identify numerous issues with a poorly designed questionnaire.
Interpreting Research Results (Concept Test for a New Product)
This activity summarizes the results of research into a potential new product – hot chili flavored ice cream. The firm undertook taste-test research to help determine whether they should launch this new product?
Who is an Innovator?
For this exercise, the task is to describe two innovators, using the various attributes in the table provided, and then consider how we can leverage their networks through our marketing activities.