Ivey Publishing

The Marketing Plan

Cohen, W.A.,5/e (United States, Wiley, 2006)
Prepared By Fabrizio Di Muro, Ph.D. Student (Marketing)
Chapter and Title Chapter Matches: Case Information
Chapter 1:
Planning the Development of a Marketing Plan

PRODUCT PORTFOLIO PLANNING AT ESTONIA'S SAKU BREWERY
Michael R. Pearce, Jordan Mitchell

Product Number: 9B05A028
Publication Date: 11/28/2005
Revision Date: 2/18/2010
Length: 21 pages

The chief executive officer and the marketing director of Saku Olletehase AS of Estonia must decide on the company's product portfolio plan. Saku enjoyed market leadership in Estonia with its brand Saku Originaal; however, the strength in market share has weakened in recent years due to increasing competition and greater marketing acumen from other domestic producers. While domestic beer sales have fallen, the company has experienced increases in other product lines such as alcoholic long drinks, cider and non-alcoholic beverages, which compliment its existing agreement to sell Pepsi and 7Up. For the last three years, the company has had the exclusive right to resell three well-known international beer brands (Guinness, Kilkenny and Carlsberg) in Estonia. With so many options and finite marketing resources, the company needs to decide where to focus its effort.

Teaching Note: 8B05A28 (12 pages)
Industry: Manufacturing
Issues: Consumer Marketing; Global Product; Portfolio Management; Marketing Planning
Difficulty: 4 - Undergraduate/MBA



DHARMALA MANULIFE - A MARKETING STRATEGY
John S. Hulland, Donna Everatt

Product Number: 9A99A022
Publication Date: 2/9/2000
Revision Date: 1/12/2010
Length: 17 pages

The president director of Dharmala Manulife, a large, successful Canadian-Indonesian joint venture life insurance company, faced a significant disruption to operations due to social unrest in Jakarta. Moreover, the Asian financial crisis had resulted in a massive devaluation of the rupiah, in terms of the U.S. dollar. Thus, premiums on U.S.-dollar denominated policies had become prohibitively expensive almost overnight. Policy surrenders, redemptions, and lapses were occurring at an alarming rate. This erosion of the company's client base also meant that sales agents (who worked solely on commissions) were not only losing clients, but were also facing a tremendous challenge in writing new policies in light of the economic, political, and social chaos. Given the external situation, the president director and his senior management team were forced to develop effective strategic marketing decisions. The case asks students to consider the marketing plan for the launch of a new product designed to address the market realities and how to manage the commissioned salesforce in light of the disruption to operations.

Teaching Note: 8A99A22 (10 pages)
Industry: Finance and Insurance
Issues: Sales Strategy; New Products; Market Strategy; Sales Management
Difficulty: 4 - Undergraduate/MBA


Chapter 2:
Scanning Your Environment

COMPAQ COMPUTER CORPORATION 1995
Adrian B. Ryans, Mark B. Vandenbosch

Product Number: 9A95A011
Publication Date: 9/25/1995
Revision Date: 2/11/2010
Length: 23 pages

This case describes the evaluation of Compaq's marketing strategy in the personal computer industry from its founding in 1982 to 1995. The market environment and the strategies of key competitors and Intel are discussed. Compaq management must decide how to respond to the changing market and competitive environment.

Teaching Note: 8A95A11 (8 pages)
Industry: Manufacturing
Issues: Management of Technology; Market Strategy; Corporate Strategy; Strategic Planning
Difficulty: 4 - Undergraduate/MBA



MONSANTO EUROPE (A)
Francis Spital, Henry W. Lane, David T.A. Wesley

Product Number: 9B02A007
Publication Date: 5/1/2002
Revision Date: 10/28/2009
Length: 15 pages

Monsanto, one of the world's largest producers of commodity chemicals, had decided to focus its operations on the biotechnology and pharmaceutical industries. The first shipment of genetically modified soybeans arrived in Europe in November of 1996. Genetic engineering promised to reduce the use of pesticides and curtail world hunger. Therefore, Monsanto was dismayed at the powerful opposition that developed over the next few years. A series of food safety concerns, the foremost being mad cow disease, only added to consumer skepticism. The company must examine its strategy and the relationships with key stakeholders (including governments, farmers, industry groups, environmentalists, grocers and consumers). The (A) case provides background on Monsanto, their corporate strategies and the climate in which they introduced genetically modified products in the United States and Europe. The supplement Monsanto (B), product 9B02A008, focuses on the roles of government and other regulatory bodies in the acceptance of genetically modified products.

Teaching Note: 8B02A07 (12 pages)
Industry: Manufacturing
Issues: Agriculture; International Trade; European Market; International Marketing; Northeastern
Difficulty: 4 - Undergraduate/MBA



MONSANTO EUROPE (B)
Francis Spital, Henry W. Lane, David T.A. Wesley

Product Number: 9B02A008
Publication Date: 5/1/2002
Revision Date: 10/28/2009
Length: 7 pages

This supplement to Monsanto Europe (A), product 9B02A007 discusses the non-acceptance to genetically modified products showing up in the poor performance of Monsanto's agricultural division, affecting its successful divisions and the survival of the company. In order to win back its respectable standing in the marketplace, Monsanto must develop new strategies to educate consumers and influence political decision makers in order to gain greater acceptance of its products.

Teaching Note: 8B02A07 (12 pages)
Industry: Manufacturing
Issues: European Market; International Marketing; Agriculture; International Trade; Northeastern
Difficulty: 4 - Undergraduate/MBA


Chapter 3:
Establishing Goals and Objectives

MORGAN'S ROCK HACIENDA & ECOLODGE
Shuo Wang, Judy Siguaw, Penny M. Simpson

Product Number: 9B05A013
Publication Date: 9/1/2005
Revision Date: 9/24/2009
Length: 21 pages

An upscale ecolodge in southern Nicaragua hopes to achieve a 53 per cent occupancy rate within three years of opening, and has hired a management company to prepare a marketing strategy. Despite its proximity to Costa Rica and its focus on providing a unique luxury vacation retreat for one of the fastest growing segments in the travel industry - the ecotourist - the hotel faces numerous hurdles. The greatest challenge is to overcome Nicaragua's negative reputation, based on its recent history of political and social unrest, still fresh in the minds of tourists. The hotel must also operate within the country's rural infrastructure, characterized by interruptions in the power supply, poorly maintained roads and below-standard sanitation. Additionally, Nicaragua does not have a pool of skilled employees to work in the high-end service industry. The effects of these factors on the hotel's market positioning and market penetration rate are addressed in the preparation of the marketing strategy.

Teaching Note: 8B05A13 (8 pages)
Industry: Accommodation & Food Services
Issues: Tourism; Market Analysis; International Business; Market Strategy
Difficulty: 4 - Undergraduate/MBA



INFOSYS: THE CHALLENGE OF GLOBAL BRANDING
Jeff Saperstein, Padmini Murty, Viren Desai

Product Number: 9B05A001
Publication Date: 8/2/2005
Revision Date: 9/24/2009
Length: 25 pages

Information technologies outsourcing is one the emergent fast-growth industries in the global high-tech economy. India is the leading country for IT outsourcing and Infosys is the largest Indian company in this sector. The branding challenge for Infosys is to leverage its reputation for predictable excellent results for information technology outsourcing. Management had identified overall company top-line revenue growth to achieve 30-40 per cent annual increases while allocating a negligible budget for marketing communications. Therefore, the key to the global brand strategy would not be through brand image advertising, but through communications of product strategy developments to large global IT outsourcing companies. The goal for Infosys is to be on the short-list of providers for the large, most sophisticated assignments for IT services to bid against IBM and Accenture, while leapfrogging over other competitors in the fast growing and fragmented information technology outsourcing market.

Teaching Note: 8B05A01 (8 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Brands; Marketing Communication; Corporate Strategy; Consulting
Difficulty: 4 - Undergraduate/MBA



PLANT NUTRIENTS INC.
Thomas Funk, Kenneth Harling

Product Number: 9B04A013
Publication Date: 11/23/2004
Revision Date: 10/7/2009
Length: 23 pages

Plant Nutrients is a medium-sized retailer of crop supplies. The general manager is preparing a proposed operating statement to send to the parent company. This statement must reflect an increase in volume of two per cent while maintaining the required 13 per cent on investment in business. He is considering a number of ways of improving performance: getting better utilization of fertilizer blending capacity, adding a new line of seed and adding precision agriculture services. Another option is to alter pricing.

Teaching Note: 8B04A13 (11 pages)
Industry: Agriculture, Forestry, Fishing and Hunting
Issues: New Products; Market Strategy; Sales Strategy; Pricing Strategy
Difficulty: 4 - Undergraduate/MBA


Chapter 4:
Developing Marketing Strategy

PLANNING THE CANADIAN INTRODUCTION OF THE NEW PANTENE
John R. Kennedy

Product Number: 9A99A039
Publication Date: 5/2/2000
Revision Date: 1/13/2010
Length: 13 pages

Procter & Gamble's Canadian brand management team must decide what changes, if any, should be made to the successful Taiwan launch strategy of a new shampoo to meet market requirements in Canada. This is the second of a three-case series. The first case, The Global Introduction of the New Pantene Shampoo: Success in Taiwan (9A99A038) must be used before this case.

Industry: Manufacturing
Issues: Market Strategy; Marketing Planning; Brand Positioning
Difficulty: 4 - Undergraduate/MBA



KIDS MARKET CONSULTING
Paul W. Beamish, Stephanie Taylor, Oleksiy Vynogradov

Product Number: 9B04M065
Publication Date: 11/23/2004
Revision Date: 10/15/2009
Length: 8 pages

The founder of Kids Market Consulting, a market research firm dedicated to the kids, tweens and teens segment, was faced with increasing competition and slowing revenue, and was exploring a variety of possibilities for the future strategic direction of the business. In particular, she had to formulate the best plan for protecting the niche market and decide how aggressively to pursue expansion. In addition, there was the existing relationship with her business partner, and Kids Market Consulting was part of his group of marketing firms. Any changes the founder chose had to respect this relationship and she was therefore restricted to a limited number of options. The over-arching corporate objective for the company was to defend the market from larger businesses who were trying to increase their share of the market research industry.

Teaching Note: 8B04M65 (10 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Strategic Change; Strategy Development; Strategic Planning; Market Analysis
Difficulty: 4 - Undergraduate/MBA



MORGAN'S ROCK HACIENDA & ECOLODGE
Shuo Wang, Judy Siguaw, Penny M. Simpson

Product Number: 9B05A013
Publication Date: 9/1/2005
Revision Date: 9/24/2009
Length: 21 pages

An upscale ecolodge in southern Nicaragua hopes to achieve a 53 per cent occupancy rate within three years of opening, and has hired a management company to prepare a marketing strategy. Despite its proximity to Costa Rica and its focus on providing a unique luxury vacation retreat for one of the fastest growing segments in the travel industry - the ecotourist - the hotel faces numerous hurdles. The greatest challenge is to overcome Nicaragua's negative reputation, based on its recent history of political and social unrest, still fresh in the minds of tourists. The hotel must also operate within the country's rural infrastructure, characterized by interruptions in the power supply, poorly maintained roads and below-standard sanitation. Additionally, Nicaragua does not have a pool of skilled employees to work in the high-end service industry. The effects of these factors on the hotel's market positioning and market penetration rate are addressed in the preparation of the marketing strategy.

Teaching Note: 8B05A13 (8 pages)
Industry: Accommodation & Food Services
Issues: Tourism; Market Analysis; International Business; Market Strategy
Difficulty: 4 - Undergraduate/MBA


Chapter 5:
Developing Marketing Tactics

CARVEL ICE CREAM - DEVELOPING THE BEIJING MARKET
Mark B. Vandenbosch, Tom Gleave

Product Number: 9A99A017
Publication Date: 8/5/1999
Revision Date: 5/24/2017
Length: 12 pages

The manager of business development for Carvel Asia Limited is trying to determine how best to increase ice cream cake sales in Beijing. In doing so, he needs to develop a complete marketing program which includes decisions about product offerings, pricing, placement (distribution) and promotion - the 4 Ps. Carvel Asia was a 50-50 joint venture between Carvel (USA) and China's Ministry of Agriculture.

Teaching Note: 8A99A17 (14 pages)
Industry: Manufacturing
Issues: China; Pricing Strategy; Product Concept; Marketing Communication; Distribution
Difficulty: 5 - MBA/Postgraduate


Chapter 6:
Forecasting Your Marketing Plan

LA HACIENDA DEL SOL
Elizabeth M.A. Grasby, Neeta Khera

Product Number: 9B05A011
Publication Date: 6/14/2005
Revision Date: 9/24/2009
Length: 11 pages

The vice-president of a resort hotel in San Felipe, Mexico must deal with low winter sales levels. Students will gain experience in assessing the current marketing strategy, analyzing the fit of a new opportunity, making pricing decisions, designing a promotional campaign and calculating market share; and receive practice in using breakeven analysis and in analyzing an opportunity from both a qualitative and quantitative standpoint.

Teaching Note: 8B05A11 (22 pages)
Industry: Accommodation & Food Services
Issues: Break-Even Analysis; Consumer Analysis; Market Strategy; Pricing Strategy
Difficulty: 1 - Introductory



CUSTOM CAR CARE
John F. Graham, Anne M. Martin

Product Number: 9A91J006
Publication Date: 1/1/1991
Revision Date: 4/5/2002
Length: 7 pages

Custom Car Care is an owner-operated company that does custom detailing and cleaning of cars on a part-time basis. The owner would like to quit his current part-time grocery store job and run his business full-time, but he is unsure if it will be profitable enough. He needs to prepare a break-even analysis and a complete marketing plan for the business.

Teaching Note: 8A91J06 (12 pages)
Industry: Other Services
Issues: Advertising; Market Strategy; Consumer Analysis; Break-Even Analysis
Difficulty: 1 - Introductory


Chapter 8:
Presenting the Marketing Plan

MICROSOFT CANADA: MARKETING XBOX
Michael R. Pearce, Tanya Mark

Product Number: 9B03A023
Publication Date: 11/10/2003
Revision Date: 10/15/2009
Length: 26 pages

The group product manager for Xbox Canada was working on his marketing plan for the product's second year in the Canadian market. Xbox is a video game console and trailed Sony's PlayStation 2 in the marketplace. The group product manager must present his plan at the Microsoft Global Briefing. He knew the gaming market was turbulent and fickle and he wondered what he might do as an encore to the Xbox launch program.

Teaching Note: 8B03A23 (11 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Consumer Marketing; Competitor Analysis; Consumer Analysis; Marketing Planning
Difficulty: 4 - Undergraduate/MBA



NINTENDO - THE LAUNCH OF GAME BOY COLOR
Robert J. Fisher, Adrian B. Ryans

Product Number: 9B01A013
Publication Date: 10/18/2001
Revision Date: 12/4/2009
Length: 14 pages

Nintendo Co. Ltd. is a worldwide leader in the retail video game industry. In 1998 the color version of Nintendo Game Boy would be launched simultaneously in North America and Europe and would be one of Nintendo's most important launches. The president of Nintendo, Canada must develop a marketing plan that would generate the most profit.

Teaching Note: 8B01A13 (12 pages)
Industry: Manufacturing
Issues: New Products; Marketing Management; Market Strategy; Marketing Mix
Difficulty: 4 - Undergraduate/MBA


Chapter 9:
Implementation

CREEMORE SPRINGS BREWERY: BRANDING WITHOUT ADVERTISING
Niraj Dawar, Ken Mark

Product Number: 9A99A024
Publication Date: 2/15/2000
Revision Date: 1/13/2010
Length: 12 pages

The vice president of marketing at Creemore Springs Brewery needs to develop a marketing plan to absorb the doubling of brewing capacity without hurting the brand. According to him, the Creemore brand has been successful and has had such committed and loyal consumers because it was known only to a select few. Its reputation had grown mainly through word of mouth. However, with the brewing capacity increase in progress, Creemore would need to double sales. Would this hurt the brand?

Teaching Note: 8A99A24 (6 pages)
Industry: Manufacturing
Issues: Marketing without Advertising; Brand Management; Managing a Small Firm
Difficulty: 4 - Undergraduate/MBA



NOTE ON THE IMPLEMENTATION OF MARKETING PLANS
Michael R. Pearce, Elizabeth Spracklin

Product Number: 9B03A007
Publication Date: 9/25/2003
Revision Date: 10/15/2009
Length: 17 pages

This note is a discussion of the major considerations for a marketer faced with implementing a marketing plan. A five-part framework is offered to integrate concepts ranging from capacity of the marketing team to managing commitment to change.

Issues: Marketing Planning; Marketing Execution; Marketing Organization; Implementation
Difficulty: 4 - Undergraduate/MBA