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...

When to Buy a Franchise?

Due to the growth in franchising over recent years, many people have been attracted to this particular form of business ownership. The following is 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. (Note: The ‘when’ refers to the franchise system’s See the full activity...

Which Brand Strategy?

The following is an excerpt from a manager’s meeting for firm that manufactures pretzels (a snack food that is considered to be a healthy alternative to chips/crisps – quite popular in the USA, but not so much in other countries). In the discussion they highlight the four broad brand strategy choices. Assuming that you were part of this management team, See the full activity...

Do Manufacturers Like Private Labels?

The number of private label (brands exclusive to a retailer) products has grown steadily in recent years. In particular, a number of supermarket chains have increased private label products in their supermarkets as part of their strategy, mainly for differentiation and profitability purposes.

But why would a large manufacturer want to produce a private label product that will directly compete See the full activity...

Improving the New Product Process

Read the following case study on a hypothetical manufacturer and their product development activities. Review their new product development process. Identify what they appeared to do well, and identify potential improvement areas for the future.


ACTIVITY/TASK

Company Background

West-White is a manufacturer of white-goods (e.g. washers, refrigerators) and various other household appliances. They were established in 1962 in Perth, Western … See the full activity...

Why New Products Fail?

Why do new products fail? Some of the answers are highlighted below in a discussion between various managers. Your 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.

 

ACTIVITY/TASK

Steven:

New products obviously fail because of poor … See the full activity...

Poor Target Market or Poor Positioning?

The following case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners.

Your task in this activity is to evaluate, in your opinion, whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning.

 

ACTIVITY/TASK

The Beginning

Julie and Anna opened their store – “Hot Coffee, Cool … See the full activity...

Do Businesses Make Joint Decisions?

In the case study below, this B2B firm is considering their strategic growth options. However, they are faced with two competing paths. As you have been called in as an adviser to the firm,  your challenge in this task is to help determine the best approach for the firm AND to work out if the two viewpoints can … See the full activity...

Socio-Cultural Change

Listed below are some examples of how the culture has altered in a number of countries over the past 10 to 20 years or so. For this exercise, your task is to consider the impact of these lifestyle changes, from the point of view of an organization that markets holiday packages and tours

 

ACTIVITY/TASK

List of some key socio-cultural … See the full activity...

Running a Focus Group

This is your chance to run a focus group. Listed below is a focus group discussion guide. For this activity, you need to select one person to be the moderator to run the group. Ideally, they should be the only one to have the discussion guide open in front of them. Also select one person to record the key points See the full activity...

Adaptive or Just Lucky?

Firms generally need to adapt their marketing strategy  to the changing environment. With this exercise, you need to consider whether McDonald’s successfully and proactively leveraged the changing factors in the macro-environment, or whether their business operation at the time just happened to be quite suited to this new environment. In other words, was it an adaptive strategy or just lucky?See the full activity...

Adapting to the New Environment

For this activity, you will play the role of a marketing consultant advising a small change of CD/music retail stores how they can best adapt to the changing lifestyle and technological macro-environment. You are presented with some introductory information regarding the key trends in this sector. What advice would you have for this firm?

 

ACTIVITY/TASK

A CD music shop … See the full activity...

Assessing the Impact of an Environmental Change

This discussion exercise is based around the results of two Canadian market research surveys from mid-2012, conducted on behalf of PayPal, which highlights the willingness of their population to shift to a cashless society. This change in the macro-environment will have significant implications for the retailing sector. Your task here is to review the survey results and identify how retailers See the full activity...