Marketing Strategy Modules and Associated Cases Topic 1: Strategy from the Outside In
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- Topic 2 : The Value of Market Insights
- Topic 3 : Customer Value Leadership
- Topic 4 : Customer Value Leadership and the Business Model
- Topic 5 : Full-Spectrum Innovation
- Topic 6 : Building a Valuable Customer Asset
- Topic 7 : Leveraging Customer Communities
- Topic 8 : Building the Brand Asset
- Topic 9 : Leveraging the Brand Asset
- Topic 10 : Integrating Marketing Sales for Strategy from the Outside In
- Topic 11 : Organizing for Strategy from the Outside In
- Topic 12 : Building a Culture for Strategy from the Outside In
| Marketing Strategy Modules and Associated Cases
Topic 1: Strategy from the Outside In Readings: Chapters 1 and 2, Strategy from the Outside In Case: Becton-Dickinson & Co.: VACUTAINER Systems Division (Harvard Case Number 9-592-037) Questions: Why does BDVS have the dominant share of the market for blood collection tubes? What are the major challenges to their dominant position? How should BDVS respond to APG demands regarding private labeling, use of distributors and pricing? What specific proposal should BDVS submit to APG on August15? Topic 2: The Value of Market Insights Reading: Chapter 11, Strategy from the Outside In Case: Black & Decker (Harvard Case Number 9-595-057) Questions: What are the reasons for Black & Decker’s 9% share versus Makita’s 50% share? What is Makita’s strategy, and what role does Milwaukee play? What action alternatives should B&D consider? What would you recommend? Topic 3: Customer Value Leadership Readings: Chapters 3 and 4, Strategy from the Outside In Case: Purolator Courier Ltd. (Harvard Case Number 9-508-054) Questions: Why was the Purolator turnaround in 2001-2002 judged a success? What is the Purolator value proposition? Should they try to reposition? What are the constraints and opportunities for them? What would you recommend they do to implement a strategy of deepening relationships with their best customers? Topic 4: Customer Value Leadership and the Business Model Reading: “Reinventing Your Business Model” (Harvard Business Review Reprint R0812C-PDF-ENG) Case: Virgin Atlantic Airways-Ten Years Later (INSEAD Case, ECH 501-018-1) Questions: What customer value does Virgin Atlantic offer? What is its business model and how does it support that value proposition? What is Virgin’s biggest vulnerability and how should it be remedied? Topic 5: Full-Spectrum Innovation Readings: Chapters 5 and 6, Strategy from the Outside In Case: Pitney-Bowes, Inc. (Harvard Case Number 9-607-034) Questions: How effective is the Pitney-Bowes innovation process? How does it compare to the innovation process in your firm? Why were the early sales of “Stamp Expressions” disappointing? What does this say about their application of customer-centered innovation? What can be done to make it a success? Topic 6: Building a Valuable Customer Asset Reading: Chapter 7, Strategy from the Outside In Case: HubSpot: Inbound Marketing and Web 2.0 (Harvard Case Number 509049-PDF-ENG) Questions: Who should HubSpot target? Why? How should they grow this customer relationship? Topic 7: Leveraging Customer Communities Reading: Chapter 8, Strategy from the Outside In Case: Threadless (Harvard Multimedia Case 608707-MMC-ENG) Questions: Should Threadless accept the offer from the major retailer to supply winning Threadless-designed T-shirts nationwide? If so, what should the deal look like? If not, what other strategies should Threadless undertake to grow? Topic 8: Building the Brand Asset Reading: Chapter 9, Strategy from the Outside In Case: HTC Corp in 2009 (Harvard Case Number 9-709-466) Questions: Where is HTC positioned in the smartphone market? What are its competitive advantages and disadvantages? What should HTC’s OS strategy be? Should it stick with Windows Mobile and Android? Should HTC build its own platform? How would you answer the CMO’s question, “What does HTC stand for?” What should Peter Chou/HTC do to build a global brand and become a top tier player? Topic 9: Leveraging the Brand Asset Reading: Chapter 10, Strategy from the Outside In Case: Building a Brand Community on the Harley-Davidson Posse Ride (Harvard Multimedia Case 501009-MMC-ENG) Question: How should Harley-Davidson manage the posse ride to maximize long-term firm profits? Topic 10: Integrating Marketing & Sales for Strategy from the Outside In: Case: Avaya (A), [Avaya (B) (in class)] (Harvard Case Number 508048-PDF-ENG - A and 508049-PDF-ENG - B)
What is Avaya’s problem? Outline a process that solves Avaya’s problem. What should marketing do and what should sales do? Topic 11: Organizing for Strategy from the Outside In Reading: Chapter 13, Strategy from the Outside In Case: Corporate Solutions at Jones Lang LaSalle (Harvard Case Number 409111-PDF-ENG) Question: What should Jones Lang LaSalle do? Topic 12: Building a Culture for Strategy from the Outside In Reading: Chapter 12, Strategy from the Outside In Case: Zappos.com 2009: Clothing, Customer Service and Culture (Harvard Case Number 9-610-015) Questions: What is the Zappos value proposition? How do they create and capture value? What is the contribution of their culture? What does the Zappos brand mean? How far can it be extended? Why did Amazon buy Zappos? How will they get a decent return on their investment? Page Directory: wp-content -> uploads -> 2010 2010 -> Hr 116 Application for Employment with Hills and Dales 2010 -> Polimaster ltd V. Rae systems inc polimaster ltd.; Na&se trading co., Limited, Plaintiffs-Appellants 2010 -> The game a morality play in one act by Louise Bryant 2010 -> Seamheads at sabr 40 2010 -> Curriculum vitae 2010 -> Mid atlantic coaching clinic 2010 -> The Case for Integrating Crisis Response with Social Media Chapter One: Introduction 2010 -> Press pack shamrock Bowl XXIV american football – Tallaght Stadium 2010 -> Andy Northedge1 2010 -> Partnership Brokers Training Download 29.42 Kb. Share with your friends:
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