Marketing Case Study Questions 3g264w

Oscar Mayer: Strategic Marketing Planning Questions 1. In the beginning of the case McGraw thinks he has "never encountered such a complex business challenge" as the one he currently faces. By the end of the case, after he has read the ideas listed in the four memos, McGraw can’t believe he ever thought the investment issue was "going to be a hard one." What changed the president’s perspective? What strategic decision-making process does McGraw pursue? 2. If McGraw chooses a strategic direction that favors only one department, what negative effects could this have on other departments? How can McGraw mitigate the damage? 3. What effects is the change in the strengths and weaknesses of competition having on the Oscar Mayer Division? How does this impact the investment decision? 4. Absent any resource constraints, which of the four departmental directions do you think is the most viable? Which is the second best strategy? Which is the least viable? 5. Given the information in the case, what strategic course do you think the division should pursue? 6. Which of Jim Longstreet’s new product ideas is less likely to succeed? Why? ZENITH HDTV Questions 1. How much existing information on TV buyers can be used to assess the HDTV market? 2. What are the forecasts of HDTV demand from 1992-2000? 3. Should Zenith do the Aspect Ratio Study? 4. What additional market research should be done to assess market potential / consumer preference for HDTV? The New Beetle Questions 1. 2. 3. 4. 5.

How do you evaluate the success of the advertising campaign? Discuss the meaning of the brand to the consumers. Describe the appeal of The New Beetle to the consumers. Why is the positioning decision termed as Mission Impossible? how would the pricing and media selection choices be affected by the positioning of the car?

Dupont (A) Questions 1. analyze Dupont’s marketing approach before change. 2. What does the marketing research reveal? 3. A. Map the customer activity cycle.

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B. where can services add value to end s, carpet mills, retailers? 4. Comment on Carr’s approach to the problem. 5. What are the critical success factors needed to make carr’s ideas work? What should he do next? Dupont (B) Questions 1. Comment on Carr’s strategy. Ontela Questions 1. Why is Ontela doing research? Isn’t it the wireless carriers who make decisions about which customers to target, which prices to charge, etc? 2. What criteria should Ontela use to decide which segment(s) to target? 3. What positioning statements are likely to be appropriate for each of the customers? 4. What if a carrier wanted to position PicDeck for two segments? What would a positioning statement look like? 5. Which segment should Ontela pick? 6. How to design survey questions for market research? 7. Which preference/attitudinal variables in part B exhibit 1are most useful for segmentation identification and evaluation? Which variables are least useful? Dominion Motors Questions 1. 2. 3. 4. 5.

What do we really know about this situation? Is this just a ‘brush-fire’—or an important problem? How profitable is each of the four alternatives suggested? What other considerations are there in planning a product for this market? What will the production people want to say this problem? the finance people? The engineers? The public relations people? 6. What should DMC’s program be for this coming selling season? 7. What other recommendations should be made toward improving DMC’s marketing program?

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