Harvard Case 2 Cree Inc.: Introducing the LED Light Bulb

1. The combination of a somewhat mundane product category, several new technologies, and changes in the regulatory environment all serve to change how the average customer will shop for a light bulb. Regarding the consumer buying process, comment on challenges facing Cree.

2. Crees LED bulbs were much more expensive than other options (e.g., fluorescent), but much less expensive than other LEDs (e.g., GE, Philips). Regarding competition, comment on challenges facing Cree.

3. In early 2013, prior to launch, Cree commissioned surveys that showed that consumers had no aided brand awareness of Cree. Comment on Crees efforts to build name recognition.

4. Give your problem statement, identify solution possibilities and provide a recommendation