Fundamentals Of Strategy 3rd Edition Gerry Johnson, Richard Whittington, Kevan Scholes, Patrick Regnér, Duncan Angwin - Solutions

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Then even the monopoly profit of$900 million in Europe falls short of the Airbus development costs. So the Airbus 320 will never be built. Boeing will enjoy a monopoly in both markets, making profits of $1,800 million. This total economic gain to the United States is considerably higher than when
If the E.E.C. protects its home market and the American market stays open, Airbus will earn $900 million as a monopolist in Europe and $300 million as a duopolist in the United States. This is enough to cover the development costs of$1 billion.Is this policy in the interests of the E.E.C. as a
This is a prisoners’ dilemma. (Otherwise the case wouldn’t be in this chapter, would it?) Let the Congress and the Fed rank the four possible policy combinations, 1 being the best and 4 the worst in each case. Then we have this table.High expenditures is a dominant strategy for the Congress;
Tendering to the two-tiered offer is a dominant strategy. To verify this, we consider all the possible cases. There are three possibilities to check.The two-tiered offer attracts less than 50 percent of the total shares and fails.The two-tiered offer attracts some amount above 50 percent and
Many Monday morning quarterbacks fault Osborne for going for the win rather than the tie. But that is not the bone of our contention. Given that Osborne was willing to take the additional risk for the win, he did it the wrong way. Tom Osborne would have done better to first try the two-point
In the 1984 Orange Bowl the undefeated Nebraska Cornhuskers and the oncebeaten Miami Hurricanes faced off. Because Nebraska came into the Bowl with the better record, it needed only a tie in order to finish the season with the number-one ranking.But Nebraska fell behind by 31–17 in the fourth
Barry should have copied the woman’s bet and placed $300 on the event that the ball landed on a multiple of three. This guarantees that he stays ahead of her by$400 and wins the ticket: either they both lose the bet and Barry wins $400 to$0, or they both win the bet and Barry ends up ahead $1,300
Read a book on salesmanship or interview a speech professor at your school and prepare a report that identifies the key elements in making a sale. How can you apply these principles to the selling of an idea?
Choose one of the case studies in this book, imagine that you’ve been chosen to sell the client on the idea, and prepare a presentation of it.Make the presentation to the class as if you were selling the campaign to the client.
Contact an account executive or creative director in an advertising agency, or the advertising manager of a company, and arrange a short interview. During the interview, ask that individual to explain how a particular creative strategy was devised. Make a presentation to your class on your findings.
Go to a movie or watch 2 hours of prime-time television. Take note of how many brands were recognizable within the film or programs and how they were incorporated into the storyline.
Develop a sales promotion idea for your favorite soft drink or snack food.
Write a news release for the special event you described in the previous activity.
Develop an idea for a special event for a company you admire. Include details of the event, such as who will be reached, where the event will be held, how it will be promoted, and how much it will cost. Also, indicate how you will evaluate the success of the event.
Visit at least five websites and ask yourself the following questions:a. Was the navigation consistent from one page to the next, making it easy for you to move through the site?b. Was it easy to find what you were looking for? Why?c. Which site did you think had the best design? Why?d. If you
You’ve been hired by a new company that sells socks. Create a site map for your new client, outlining how the site would come together.
Write a TV commercial. Begin with a scenario, progress to a script, and present it to the class in storyboard form. Use your classmates’ suggestions to make revisions.
Watch at least five commercials on television this week and take notes on the following:a. Was the product shown prominently the first time it was mentioned?b. Was the product featured visually in or near the final shot?c. Did the first shot grab your attention? How?d. Was the first shot related to
Practice your editing skills. Take a print ad from this book and use the information to create a 30-second radio commercial.
Listen to a different radio station every day for the next week. Make mental notes of the types of commercials you hear on each station. What did you learn?
Visit a local business and interview the person in charge. Devise a creative strategy for this business, indicating how radio might be used.Cover approaches, target audience, mood, and expected results. Then write two or three radio spots based on your strategy and tie them together using a
Using the campaign theme from your print ads, write a radio commercial for the same product or service. Write it as if it were to be produced.Note as you are doing this that merely paraphrasing the text from a print ad may not work because of the essential differences between the media.What sort of
Find eight ads with different typefaces and defend or criticize the choices. Does the personality of the type fit the image of the ad? Does it work with the visuals? Does the type overpower everything else and undermine the effectiveness of the ad?
Take one of your ads and enlarge and reduce elements to form a new design. Compare your design to the original.
Collect several ads that you think are effective and set the headlines in three other typefaces from samples you’ve collected. Lay the new type over the old. What effect does the change in type style have on the advertisement?
Find a black-and-white ad that presents strong possibilities for rearrangement; perhaps it can even be improved. Don’t choose an ad with a simple picture window, in which the only possible change will be to transpose the picture and the headline. Challenge yourself. After looking long and hard at
With a classmate, work out a series of ads for a local business. Begin by gathering information about your “client” and then brainstorm before you try your ideas on each other. Once you’ve agreed on a solution, develop and present a series of at least three ads.
Find a national ad that has what you think is effective copy. State why you chose it and what you believe to be outstanding about it. How does it meet the criteria for creativity presented in Chapter 1?
Present the ad you created in the previous activity to the class as if you were presenting it to the client. How will you explain your strategy or your ad concept?
Using the strategy statement that you developed in Chapter 5, write two pieces of print copy with headlines. Describe any visuals you plan to use and include a rough layout of the ad with your copy. Note: To do the layout, draw a rectangle on a standard sheet of paper, roughly letter in your
Go through several recent magazines and cut out advertisements that contain headlines and visuals that fall into at least 6 of the 15 types listed in this chapter (news, benefit, selective, factual, metaphor, and so on). If the same headline accomplishes several things, list them all. As you
Make an inventory of your “creative resources” and seek new worlds to conquer. First, make a list of your favorite films, entertainers, music, fiction and nonfiction books, magazines, live plays and musicals, live concert performances, TV programs, and leisure activities.Share these with
Look at the two campaigns for food banks shown in Figures 6-5 and 6-6.Which campaign do you think is stronger? Why? Now come up with new ideas that will motivate people to donate to food banks.
Create a game to see how creative you and your friends are. On one set of index cards, list various products and services (for example, cough medicine, facial tissues, soft drinks, canned soup, sports car, bath towels, and lamps). On another set of cards, describe various sounds on paper(for
Using the scenarios listed in the previous activity, develop ideas for new products that will make the most of the situations.
Let your imagination run rampant, relax, and write a whimsical paper on any or all of the following fantasy situations:• If it rained all day, how would my life be different?• If I had unlimited income, how would my life be different?• If I lived on an island in the Pacific, how would my life
Develop 20 advertising ideas for a pawnshop. Here’s some background information:• Pawnshops date back to ancient times.• Queen Isabella of Spain pawned her jewelry to finance Columbus on his voyage to America.• The three gold balls in front of a pawnshop are derived from symbols used by
Create an ad that uses a headline and visual to communicate a selling point in an unexpected way. Next, create an ad that uses just a headline.Finally, create an ad that lets the visual stand on its own. Which approach works best? Why?
Think of unconventional media to convince people to stop smoking, to drink responsibly, and to recycle. Now develop messages for each of these issues.
Choose one of the following categories and use the library and Web to assemble as much information as you can about the product category:who uses it, what the industry trends are, what the top brands in the market are, how the product differs from competitors, how the product is used, and where the
Play a game with friends. Choose a product category (such as cars, jeans, or perfume) and write the names of different brands within the product category on index cards (each index card will have a different brand name). Distribute a card to players and ask them to describe their brand as if it
Observe how your target audience uses the product you’re about to advertise. If you’re selling golf balls, go to a golf course and watch players in action. If you’re selling a detergent, go to a self-service laundry and observe how the people load their machines. If you’re selling dog food,
Select two cities from different parts of the country and prepare a report of their similarities and differences in shopping habits, food preference, income levels, home ownership, number of children in the family, and so on.
Look at automobile ads from recent decades and comment on the changes in the way people from different ethnic groups are portrayed. (Your library should have bound editions of back issues of magazines such as Time and Newsweek.)
Create an ad selling jeans to people older than age 50.
Choose an ad (such as for toothpaste, soap, or potato chips) and redo the ad to appeal directly to an ethnic minority.
Compare print ads for fashion, liquor, and travel that appear in general interest magazines (such as Cosmopolitan, Vogue, Sports Illustrated, and Newsweek) to those that appear in special-interest magazines (such as Essence and Ebony, which target African Americans; Latina and People en Español,
Watch 2 hours of prime-time television and record the way the groups mentioned in this chapter are portrayed. How many are in starring roles? How many reflect stereotypes? What products are they selling?
Read the Dove case study in the “Briefcase” section at the end of this chapter and answer the following questions: Does the success of the Dove Campaign for Real Beauty hinge on the nature of the brand? Would it work as well for a brand like Mac cosmetics? Or fashion house Dolce &Gabbana? Why
Like Pepsi did, perform a brand identity audit: choose a brand and then gather as many items—or pictures of items—as you can find that include the identity elements. Once you have the items and pictures, spread them out and see if the elements are used consistently or inconsistently. What are
Think of your favorite brand and make a list of its identity elements.What is the brand’s name? What does the logo look like? Can you remember the tag line used in marketing? Are there specific colors associated with the brand? Does the brand use sound as one of its identity elements?a. Now think
Think about two brands that compete in the same category, such as Coke and Pepsi or UPS and FedEx. Investigate which is the stronger brand from a market share perspective. In your opinion, how much of the brand’s dominance is derived from its identity and its image?
Find an ad in a national magazine, or describe a commercial from radio or television. Write a critique of it using the following guidelines:a. Does the ad gain your attention without confusing you? Would it stand out in a magazine or newspaper full of ads (or on television or radio)?b. Does the ad
Although some might argue that it’s impossible to be creative about ordinary products, advertising professionals will retort, “Boring is no excuse!” Writer James Gorman takes nearly three magazine pages exploring the charm of the lowly pencil. In part, he writes:Gorman adds that he called the
Find examples of advertisements that you believe are in bad taste. What could the advertisers have done to eliminate such qualities without diminishing the effect of the selling message?
Take inventory of the number of advertising messages you see or hear in a single day. How many did you count, how many do you remember vividly, and what were some of the more unusual places in which you found advertising?
3 Consider the most favoured options in terms of acceptability and feasibility criteria.
2 How could you improve the ranking analysis?
1 Are there other options or factors that you think Simon, Ruth and Raj should consider?
Determine the need for new strategies using gap analysis .
Assess the performance of existing strategies
4 Assess the effectiveness of the change programmes.
3 What levers for change were employed by Sergio Marchionne? What others might have been used and why?
2 How would you describe the change style of Sergio Marchionne? Was this appropriate to the change context?
1 In relation to section 10.5 , what was the type of change pursued at Fiat and Chrysler? Was this appropriate to the change context?
3 Charles Brady claims that there have been signifi cant changes in the company. In terms of section 10.5.3 what type of change does he describe? What might the advantages and disadvantages of this be?
2 How would you describe Charles Brady’s style of leading change (see section 10.5.2 )?Why might this style be particularly suited to a company like Wilmington?
1 Using the video extracts and section 10.2 of the text, which of the basic organisation structural types best describes the structure of Wilmington? What are the advantages and disadvantages of this structure?
2 Undertake a forcefield analysis for an organisation of your choice.
1 What might the problems be in devolving strategy to a European division?
2 If the ‘traditions’ took decades to develop, is it possible for executives to manage their introduction into organisations? How?
1 How do the ‘traditions’ relate to the explanations of evolutionary strategic change and, in particular, the concept of organisational ambidexterity?
2 What kinds of actions and initiatives might be appropriate in terms of the cultural systems of children’s services?
1 List the advantages and disadvantages of the new structure and systems for children’s services.
2 In the light of the planning, cultural and targeting systems (discussed in section 10.3 ), what else would Netflix have needed to do to manage the separation of the streaming business and the rental business?
1 How do the pros and cons of the Qwikster structure fit with those associated with the divisional structure (see section 10.2.2 )?
Underatke a forcefield analysis to identify levers for strategic change.
Identify different types of strategic change programmes .
Identify and assess different change leadership roles and styles.
Recognise how the three strands of strategy, structure and systems should reinforce each other as organisational configurations .
Identify key issues in designing organisational control systems (such as planning, performance targeting and cultural systems).
Analyse the main structural types of organisations in terms of their strengths and weaknesses.
4 What methods of expansion would you recommend to the management of Square Enix now they appear to have the resources and intention to grow?
3 What are the strengths and weaknesses of the alliance strategy, and what problems might Square Enix anticipate over time?
2 How should Square Enix manage its Eidos acquisition in order to maximise value creation, and how might that management approach change over time?
1 Explain why Square Enix chose alliances in some cases and acquisitions in others.
2 What does it take for strategic alliances, such as that between Love Da Pop and Corn Poppers, to work eff ectively and be sustained over a long period?
1 What are the main benefi ts that ‘Love Da Pop’ might expect to gain from working with Corn Poppers? Are there any risks for Love Da Pop?
2 Why was the termination of this joint venture messy?
1 Why did co-evolution break down in the Areva NP joint venture?
2 What role has ‘ecosystem’ played in Apple’s competitive advantage?
1 What are pros and cons of Apple’s tight control of licensing?
2 How do you explain Tata’s success at JLR?
1 Using Haspeslagh and Jemison’s matrix, assess Tata’s integration approach to JLR.
2 Critically assess how well these companies fit together in (i) strategic and (ii) organisational terms
1 Why did Disney acquire Marvel?
key issues in the successful management of mergers and acquisitions
key strategic motives for mergers and acquisitions and strategic alliances.
the potential role of organic (stand-alone) strategies.
2 How do you think innovation is different in an entrepreneurial context such as Rovio compared to a large corporate context?

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Fundamentals Of Strategy 3rd Edition Gerry Johnson, Richard Whittington, Kevan Scholes, Patrick Regnér, Duncan Angwin - Solutions

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