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?
A Tough New Product Decision Review the Teaching Activity
This activity looks at a conversation between two brothers who are planning to buy into a retail franchise system. But their problem is that they cannot decide ‘when’ to buy a franchise.
EXCLUSIVE MEMBER ACTIVITY
When to Buy a Franchise? Review the Teaching Activity
For this proposed new snack food product, what is the most appropriate branding strategy? A brand extension, or a multi-brand, and so on.
Which Brand Strategy? Review the Teaching Activity
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.
Do Manufacturers Like Private Labels? Review the Teaching Activity
In this case study, students review the new product development process for a firm and identify what they appeared to do well, and identify potential improvement areas for the future.
Improving the New Product Process Review the Teaching Activity
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
This case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners. The student task is to evaluate whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning
Poor Target Market or Poor Positioning? Review the Teaching Activity
In this case study, this B2B firm is considering their strategic growth options. However, they are faced with two competing paths.
Do Businesses Make Joint Decisions? Review the Teaching Activity
For this exercise, students consider the impact of culture and lifestyle changes, from the point of view of an organization that markets holiday packages and tours.
Adapting to Socio-Cultural Trends Review the Teaching Activity
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.
Running a Focus Group Review the Teaching Activity