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business
strategic market management

Questions and Answers of Strategic Market Management

What company is threatened by morphing product boundaries? What strategies should it take to protect its value in the marketplace?
Trace the Customer Decision Journey for a customer buying a new mobile phone.
In 2014, Panera Bread, a national fast-casual café, embarked on a digital transformation. Already a market leader due to its ability to offer good food, a warm, welcoming ambiance, and customer
Analyze how social media could influence each stage of the Customer Decision Journey for a customer deciding where to go on vacation.
Walgreens is trying to better understand its customer experience from the perspective of its elderly customers. What can it do in order to achieve this goal?
Identify two ways a grocery store’s relationship with behaviorally loyal customers could be at risk. How could the store reduce this risk by strengthening attitudinal loyalty?
Discuss three ways Netflix might defend its current customer relationships against new entrants.
Create a purchase funnel for an organic farm that wants to sell its produce to local restaurants. What metrics do you recommend it use?
Netflix has emerged as one of the most disruptive and successful on-demand video and media service providers over the last decade. Started as a mail-order DVD company in 1997, Netflix has succeeded
Perform a loyalty analysis of the automobile industry and the snack food industry.Rate key firms on attitudinal and behavioral loyalty. Take one firm in each industry and offer one suggestion for
Using the AudioReader data, estimate its CLV when customer retention increases from 60 percent to 70 percent and 80 percent. In each of these scenarios, assess the value of increasing margin by 10
Considering AudioReader’s offering and target market, have a discussion about the company’s most effective use of customer lifetime value tools? What would you measure and how would you use it to
Imagine AudioReader’s retention rate increases from 60 percent to 80 percent.What is its new PLV? How much should AudioReader now be willing to spend to acquire a customer?
Explain how each of the three brand equity dimensions provide value to the firm. Explain how they provide value to customers.
REI, a national retail co-op selling high-quality outdoor adventure gear and apparel, has built its brand identity on making outdoor adventures more accessible. The company’s “#OptOutside” 2015
What is the difference between identity and position? Develop alternative positioning statements for Align. Include a tagline and the rationale for that tagline.
Create a brand identity for Virgin Atlantic Airlines. Are there potential dimensions, such as high quality and superior service, that are inconsistent with the brand’s personality? If so. how is
Pick out three brands from a particular industry. How are they positioned? Which is the best in your view? Does that brand’s positioning provide any emotional or selfexpressive benefits? How would
Consider the Joie de Vivre hotel concept described. Think of themes stimulated by magazines or movies and discuss how you would design a hotel around each concept. For each theme, choose five words
Sephora, a premium cosmetics retailer, has eamed tremendous loyalty by extending their brand across what its customers value—all things beauty. The company understands that its customers want to
Consider the bank you have a relationship with. List all the brand touchpoints.Evaluate which are the most important to you and why.
What are your sweet spots? Pick an activity or interest. What brand-connected programs touch that activity of interest? If you were F ord, how would you design a program that would be relevant to
Do you agree that marketing executions are subject to the attribute fixation trap? For what brands might that not be true? Why?
What brands deliver emotional benefits for you? Self-expressive benefits?Social benefits? What is it about the brand that reinforces that ability to deliver benefits?
Think of some brands that have a relationship that you could describe as a fling, secret affair, or mentor relationships. Why?
What brands, if any, do you have a love relationship with? Why?
Why are Google, Apple, Tesla, Fitbit, Dyson, and Intel considered innovative ? Did branding play a role? For which brands? What other brands would you nominate? Why? What role did branding play in
If you were asked to think of noteworthy marketing campaigns, produce companies probably do not immediately come to mind. However in 2015, Chiquita Banana launched a co-branded and interactive email
Think of some highly differentiated brands. Do they have branded differentiators? If not, how did they achieve differentiation? Will it be lasting?
Think of some branded differentiators. How differentiated are they? Do the customers care? Are they impactful? Have they been managed well over time? Do they have legs? Evaluate Best Buy's Geek Squad.
Think of some brands that have high energy. What gives them that energy? Will that continue into the future?
Think of some brands that have branded energizers that made a difference. Evaluate them in terms of whether they are “on-brand,” energetic, and linked to the master brand.
Using the creative thinking guidelines, think about how you would increase the usage of products or services if you were the manager of: a. Doritos b. Charles Schwab e. GAP
Since its debut in 2015, Broadway's hit musical Hamilton has received critical acclaim and realized unprecedented box office sales. Just a year after opening, shows were sold out through January 2017
Evaluate the following extension proposals; a. Bank of America into home safes b. Crest into a chain of dentist officesc. Caterpillar into automobiles d. Google into flight reservations
Pick a branded offering such as Southwest Airlines. Come up with 20 products or services that are alternative extension options. Include some that would be a stretch. Then evaluate each using the
Consider the following mergers or acquisitions. What synergy was or would be logically possible? What would inhibit synergy? Consider operations, culture, and brand equities.a. Citicorp acquired
Evaluate Starbucks’ extension decisions: to put Starbucks on United Airlines, to open Starbucks in bookstores and supermarkets, to license Starbucks ice cream to Dreyer’s, to offer oatmeal in
Identify and evaluate a combination of businesses that have achieved synergy and another that has failed to do so.
Why didn’t Hertz or Avis start an off-airport business directed at insurance companies and vacationers? What advantages would they have had over Enterprise? Why didn’t Steinway come up with the
Adobe’s Creative Suite software is a compilation of graphic design, video editing, and web development applications. Traditionally, Adobe’s B2B clients would purchase physical software and a
In order to revitalize its brand with women, Reebok, the company that rode the aerobics craze over two decades ago, introduced Jukari Fit to Fly, an exercise program designed with Cirque du Soleil. A
Think of some transformational new businesses such as Starbucks, Blue Apron, or Amazon. a. How was each different from what came before? What was similar? Scale them in terms of “newness” from
Consider some new businesses that have managed category perceptions well, Consider others that have not.
Pick a firm such as Bank of America, Patagonia, or L.L. Bean. Develop some potential innovations that would generate a “must have.” How would you evaluate them?
Assess the motivations for going global. What would be the most important for a bank?
Food and beverage has been one of the fastest growing categories in China, driven in part by changing consumer taste preferences in favor of foreign brands. Mars Inc., parent company of sweet treats
What products are likely to be more standardized across countries? Why? What products are least likely?
Pick a product like Applegate Deli Meats or a service such as Nationwide Insurance. Assess the advantages of expanding to a more global presence.
For a particular product or service, such as Crest toothpaste or the Toyota Scion, how would you evaluate the countries that would represent the best prospects? Be specific. What information would
For a brand such as Bank of America, Pantene, or Ford, how would you go about creating blockbuster global brand-building programs—for example, sponsorships, promotions, or advertising? How would
Select a company. How would you advise it to find an alliance partner to gain distribution into China? What advice would you give regarding the management of that alliance?
What is the advantage of a global brand tearm? What are the problems of using a team to devise and run the global strategy?
In 2008, Ford sold Jaguar to Tata Motors for $2.3 billion, about half of what it cost Ford in 1989. Based on chapter tools, what analyses should have been conducted to determine whether Jaguar should
In 2012, Target expanded its business into Canada. The proximity to the U.S. and Canadian’s familiarity with the brand made expansion across the border seem like a natural step for the retail
Why is it hard to divest a business? Jack Welch divested hundreds of businesses during his tenure. What are some of the motivations that led to these divestitures?
Identify brands that are employing a milking strategy. What are the risks?
How would you determine if a firm has too many brands?
What, in your judgment, are the key problems or issues in the brand consolidation process?
Subscription-based delivery companies, such as Blue Apron and Birchbox, are growing rapidly, but competition in the area is growing as well. Using the ideas from this chapter, how should they respond
Itai was founded as a family business in 1945 as Banco Central de Crédito S.A. In 2008, Itai merged with Unibanco (founded in 1924, also as a family business) with the goal “to be the leading bank
Identify the different groups within a major U.S. airline that could be operating in silos, then design one approach for how the company could be structured to cut across silos and stay close to the
Design a customer-centric incentive program for retail employees ata sporting goods store.
Imagine you are the new marketing manager for a chain of hospitals that views its clients as patients rather than customers. How, if at all, would you lead your team and persuade your bosses to
A hotel is implementing a new training program for employees to increase customer satisfaction rates. How would you design the training program to be as effective as possible?
What is a business strategy? Do you agree with the definition proposed? Illustrate your answer with examples. Consider one of the following firms. Go to the firm’s website and annual report to gain
Considering the Gallo wine case, are there any current wine companies for whom this strategy would not have worked? Why?
Apply Theodore Levitt’s marketing-myopia concept to print media, magazines, and newspapers, What is the implication?
Which criteria to pick a strategy do you consider most important? Why? Name one company that failed because it did not follow your Ee What should it have done instead?
Why do a strategic analysis? What are the objectives? What, in your view, are the three keys to making a strategic analysis helpful and important? Is there a downside to conducting a full-blown
Consider the buyer “hot buttons” . What are the implications for Betty Crocker? What new business areas might be considered given each hot button? Answer the same questions for a grocery store
What is a customer buying at Nordstrom? At Banana Republic? At Zara?
Pick a company or brand or business on which to focus, such as cereals, What are the major segments? What are the customer motivations by segments? What are the unmet needs?
When Emily Weiss founded beauty-brand Glossier her goal was simple: create an online platform through which women could connect and share their beauty routines and preferences with one another. Weiss
Customer analysis is as essential to the marketing of existing products as it is to new product design and development. In 1998, P&G initially leamed this lesson the hard way when it decided to
Consider the news industry. Identify the competitors to CNN and organize them in terms of their intensity of competition.
Evaluate Figure 3.5. What surprises are there in the figure? What are the implications for Cadillac? For Audi? Assets and Competencies Key for Success Product quality Product differentiation Dealer
Pick a company or brand or business on which to focus. What business is it inP Who are its direct and indirect competitors? Which in each category are the most relevant competitors?
Consider the automobile industry. Identify competitors to Ford SUVs and organize them in terms of their intensity of competition. Also organize them into strategic groups. What are the key success
Since its founding in 2010, the Chinese communications technology company Xiaomi has established itself as a true competitor among both global incumbents like Apple and Samsung and local niche

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