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?
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’ … See the full 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.
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.
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.
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 … See the full 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
In this case study, this B2B firm is considering their strategic growth options. However, they are faced with two competing paths.
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.
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.