Ivey Publishing

Marketing

Lamb, C.W., Hair Jr., J.F., McDaniel, C.,,11/e (United States, South-Western Cengage Learning, 2011)
Prepared By Seung Hwan (Mark) Lee, PhD Candidate (Marketing)
Chapter and Title Chapter Matches: Case Information
Chapter 1:
An Overview of Marketing

MICROSOFT AND THE XBOX 360 RING OF DEATH
Gloria Barczak, David T.A. Wesley

Product Number: 9B10A005
Publication Date: 4/19/2010
Length: 16 pages

The case chronicles Microsoft's difficulties with the Xbox 360 home video game console. Microsoft launched the Xbox 360 one year ahead of the competition, and used its advantage to gain a solid lead in the market for next generation video game consoles. Despite early technical problems, users were willing to accept a certain degree of unreliability because the Xbox 360 was the only high definition console on the market. Microsoft also had valuable game franchises. To play any of the exclusive video game content available for the Xbox 360, users had no choice but to buy a system. However, Microsoft's early lead quickly disappeared after Nintendo's Wii become all the rage, especially among families and casual gamers. Sony also began to catch up to its Redmond rival following media reports that the PlayStation 3 was far more reliable. When Toshiba abandoned HD-DVD, a high definition movie format supported by Microsoft, Sony's Blu-Ray players (including the PlayStation3) became the de facto standard. Finally, Sony began to release its own exclusive games and began to quickly close the gap between its online service and Microsoft's Xbox Live. Microsoft's inability to resolve the quality problems that had plagued the Xbox 360 since its launch caused a loss of goodwill among its core customers. By extending the console's warranty to an unprecedented three years, Microsoft was able to allay the fears of some buyers. Nevertheless, by the end of the case, Microsoft has fallen to second place in overall console sales and third place in monthly sales. Moreover, it was unable to reverse the huge losses that Microsoft's gaming division had incurred every year since the launch of the original Xbox. The case may be used with The Launch of the Sony PlayStation 3 (Ivey case 9B07A014) and A Note on Computer Games (Ivey case 9B07A013).

Teaching Note: 8B10A05 (11 pages)
Industry: Manufacturing
Issues: Production Management/Control; Market Strategy; Quality Control; Product Design/Development; Northeastern
Difficulty: 4 - Undergraduate/MBA



CINEPLEX ENTERTAINMENT: THE LOYALTY PROGRAM
Kenneth G. Hardy, Renee Zatzman

Product Number: 9B08A008
Publication Date: 4/1/2008
Revision Date: 5/15/2009
Length: 17 pages

In 2007, the marketing director for Cineplex Entertainment is trying to decide whether or not to proceed with a loyalty program that would provide incentives for customers to see more movies and events, and spend more on concessions. An important by-product would be the collection of detailed customer buying data. She has crafted four possible combinations of rewards and received proposals from three suppliers with experience in managing customer data banks. She must decide the structure and richness of the program, the supplier, the likely response rate to determine financial feasibility, and whether to launch regionally or nationally.

Teaching Note: 8B08A08 (10 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: New Product Launch; Customer Relationship Management; Loyalty Programs
Difficulty: 4 - Undergraduate/MBA



THE WII: NINTENDO'S VIDEO GAME REVOLUTION
Gloria Barczak, David T.A. Wesley

Product Number: 9B08A004
Publication Date: 1/31/2008
Revision Date: 2/26/2010
Length: 26 pages

In 2007, Nintendo's inexpensive and quirky Wii video game console had become all the rage. Despite its underpowered processor and comparatively basic graphics, it outsold both the Sony PlayStation 3 and the Microsoft Xbox 360. Nintendo's handheld system, known as the DS, also outsold Sony's more advanced PlayStation Portable. Nintendo's products were so successful, retail stores in North America and Japan quickly sold out whenever new shipments arrived, and many consumers were forced to pay premium prices on the grey market. The case examines the characteristics of a successful new product launch, particularly product features, brand loyalty, content availability, third-party support, and adherence to industry standards. The case also considers how radical innovations can be used to win market share from technically superior products focused on incremental innovations. Finally, a 4P marketing analysis is used to compare video game systems offered by Sony, Microsoft and Nintendo. The case may be used with The Launch of the Sony PlayStation 3 (Ivey Case 9B07A014) and A Note on Video and Computer Games (Ivey Case 9B07A013).

Teaching Note: 8B08A04 (10 pages)
Industry: Manufacturing
Issues: Market Strategy; New Products; Generating Profit from New Technology; Product Design/Development; Northeastern
Difficulty: 4 - Undergraduate/MBA


Chapter 2:
Strategic Planning for Competitive Advantage

GENICON: A SURGICAL STRIKE INTO EMERGING MARKETS
Allen H. Kupetz, Adam P. Tindall, Gary Haberland

Product Number: 9B10M041
Publication Date: 5/5/2010
Revision Date: 5/3/2017
Length: 13 pages

A critical question facing a company's ability to grow its business internationally is where it should go next. One company facing that decision was GENICON, a U.S.-based firm that manufactured and distributed medical instruments for laparoscopic surgeries. Although the minimally invasive surgical market in the United States had long been the largest in the world, international markets were anticipated to grow at a much faster rate than the U.S. market for the foreseeable future. GENICON was already in over 40 international markets and was looking in particular at the rapidly emerging markets - Brazil, Russia, India and China - as potential new opportunities for growth. This case is appropriate for use in an international business course to introduce market selection strategy. It can also be used in sessions on international marketing, entrepreneurship and business strategy.

Teaching Note: 8B10M41 (9 pages)
Industry: Manufacturing
Issues: China; International Expansion; Entrepreneurial Marketing; Emerging Markets; International Business
Difficulty: 4 - Undergraduate/MBA



STRATEGIC PLANNING AT APPLE INC.
Kyle Murray, Miranda R. Goode, Fabrizio Di Muro

Product Number: 9B09A026
Publication Date: 1/11/2010
Length: 12 pages

Apple Inc. is one of the world's most successful and most recognizable companies. Over its 30 year existence, the company had seen a lot of changes in the computer industry. What would the future hold for the computer giant in a rapidly changing world? How should the company allocate resources between its more traditional offerings (computers) and its newer products (iPods, iPhones, Apple TV, etc.) in order to maintain and improve its market position. Also, how should Apple's unique retail strategy be used to support the company's product decisions, and by capitalizing on new and emerging trends thus further maintaining its competitive advantage.

Teaching Note: 8B09A26 (7 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Competitive Advantage; Strategic Planning; Retailing; New Products
Difficulty: 4 - Undergraduate/MBA



OTOYOL MOTOR COMPANY
Jim Kayalar

Product Number: 9B09M053
Publication Date: 8/27/2009
Length: 24 pages

Otoyol Motor Company, a large commercial vehicle manufacturer, is on the verge of being liquidated by its shareholders. Despite all efforts to maintain its competitive position, the company has been caught in a downward spiral. Erosion of its first mover advantages, shifts in industry core competencies and changes in consumer preferences have depreciated the company's value proposition and deteriorated its market share. Utilizing empirical data, this case illustrates the evolution of the commercial vehicle industry in Turkey, changes in industry conditions, and competitive strategies employed by the incumbent and its Japanese rivals in various life cycle stages. Puppy dog ploy, market penetration, product strategy, long term market share acquisition stratagems employed by challengers, and the incumbent's counter moves are chronicled.

Teaching Note: 8B09M53 (14 pages)
Industry: Manufacturing
Issues: Market Strategy; Competitive Strategy; Strategy; Competitiveness
Difficulty: 4 - Undergraduate/MBA


Chapter 3:
Ethics and Social Responsibility

NEW BALANCE: DEVELOPING AN INTEGRATED CSR STRATEGY
Vesela Veleva

Product Number: 9B10M011
Publication Date: 1/28/2010
Length: 21 pages

This case focuses on New Balance, a privately held company and the fourth largest athletic footwear manufacturer in the world. Founded over 100 years ago, New Balance has a strong social responsibility culture and mission established by its owners. Its commitment to employees, for example, was expressed through maintaining domestic manufacturing in the United States (the only large footwear manufacturer to do so presently) and avoiding layoffs in the deep recession of 2007-2009. In the late 1990s, the company established the Responsible Leadership Steering Committee to address human rights issues in overseas factories. Throughout the years, private ownership had allowed New Balance to take risks and make choices that publicly held companies might not have been able to do; at the same time, private ownership also meant lower pressures to disclose social and environmental performance. The owners were also very humble and hesitant to talk aloud about social responsibility. As a global player, the present challenge for the company has become to move corporate social responsibility (CSR) to the next level from doing what's right to fully integrating CSR into the business strategy. The overall goal of the case is to use the provided information from a comprehensive company assessment to identify a few key areas where New Balance can focus on and demonstrate industry leadership while also supporting the bottom line. A set of key questions is included at the end of the paper to guide student's discussion around critical issues for building an integrated CSR strategy for New Balance, considering its culture, structure and present level of corporate citizenship management.

Teaching Note: 8B10M11 (8 pages)
Industry: Manufacturing
Issues: Corporate Social Responsibility; Strategy Development; Business Sustainability; Performance Assessment
Difficulty: 4 - Undergraduate/MBA



SAMSUNG TESCO HOMEPLUS AND CORPORATE SOCIAL RESPONSIBILITY
Youngchan Kim, Kwangho Ahn

Product Number: 9B09M040
Publication Date: 7/13/2009
Revision Date: 7/29/2009
Length: 17 pages

Samsung Tesco Homeplus (STH), one of Korea's large hypermarkets, increased its investment in social contribution activities and systemized the organization in charge in the aftermath. It especially focused on education and cultural services, saving the environment and sharing with others. As a consequence, by December 2008, STH was considered one of the most innovative companies and one that realized true customer value. It had won a variety of awards, such as the Green Management award, Social Contribution Company award and the Eco-friendly Management award. After creating a corporate social responsibility (CSR) team in 2005, it won the CSR award given by the British Chamber of Commerce in Korea and was selected as one of Korea's Most Admired Companies. While much progress had been made, company executives wondered what factors would be the keys to their continuing CSR activities. This case presents points of contention and issues in the practice of corporate social responsibility by STH. Social contribution activities and STH were aligned with both sustainable management and customer value-oriented management. Various activities in extended education, environment and charity ultimately led customers to view STH as not just a discount store that simply sold products, but a value store. STH conducted systematic programs and activities in the areas of extended education environment and charity after having declared itself a social contribution company. This case illustrates how a company can develop its social contribution activities. In addition, discussion will centre on the long-term impacts that social contribution activities have on enterprises.

Teaching Note: 8B09M40 (10 pages)
Industry: Retail Trade
Issues: Corporate Social Responsibility; Customer Value Management; Ivey/Yonsei
Difficulty: 4 - Undergraduate/MBA



FIJI WATER AND CORPORATE SOCIAL RESPONSIBILITY - GREEN MAKEOVER OR "GREENWASHING"?
James McMaster, Jan Nowak

Product Number: 9B09A008
Publication Date: 5/13/2009
Revision Date: 5/10/2017
Length: 21 pages

This case analysis traces the establishment and subsequent operation of FIJI Water LLC and its bottling subsidiary, Natural Waters of Viti Limited, the first company in Fiji extracting, bottling and marketing, both domestically and internationally, artesian water coming from a virgin ecosystem found on Fiji's main island of Viti Levu. The case reviews the growth and market expansion of this highly successful company with the brand name FIJI Natural Artesian Water (FIJI Water). The company has grown rapidly over the past decade and a half, and now exports bottled water into many countries in the world from its production plant located in the Fiji Islands. In 2008, FIJI Water was the leading imported bottled water brand in the United States. In the context of great marketing success of the FIJI brand, particularly in the U.S. market, the case focuses on how the company has responded to a number of corporate social responsibility (CSR) issues, including measuring and reducing its carbon footprint, responsibilities to key stakeholders, and concerns of the Fiji government with regard to taxation and transfer pricing issues. The case provides a compelling illustration of how CSR challenges may jeopardize the sustainability of a clever marketing strategy.

Teaching Note: 8B09A08 (11 pages)
Industry: Manufacturing
Issues: Environment; Corporate Responsibility; Marketing Communication; Transfer Pricing; International Marketing; Greenwashing; Green Marketing; Brand Positioning
Difficulty: 4 - Undergraduate/MBA


Chapter 4:
The Marketing Environment

ARTS & CRAFTS
Mark B. Vandenbosch, Nick Kuzyk

Product Number: 9B08A011
Publication Date: 8/14/2008
Length: 15 pages

The vice-president of marketing at Arts & Crafts was reflecting on the company's extremely successful year in the music business. New artists had been added to the company's roster, experiments with digital releases and marketing campaigns had been successful, and plenty of international licensing opportunities were emerging. In addition, one of the company's artists, Leslie Feist, had received multiple music awards. On the other hand, the music industry was facing some difficulties and most analysts predicted nothing but doom and gloom. The vice-president of marketing had to consider the future strategy of Arts & Crafts while considering the overall health of the industry.

Teaching Note: 8B08A11 (4 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Market Analysis; Marketing Management; Operations Management; Consumer Marketing
Difficulty: 4 - Undergraduate/MBA



MATTEL AND THE TOY RECALLS (A)
Hari Bapuji, Paul W. Beamish

Product Number: 9B08M010
Publication Date: 2/21/2008
Revision Date: 5/18/2017
Length: 14 pages

On July 30, 2007 the senior executive team of Mattel under the leadership of Bob Eckert, chief executive officer, received reports that the surface paint on the Sarge Cars, made in China, contained lead in excess of U.S. federal regulations. It was certainly not good news for Mattel, which was about to recall 967,000 other Chinese-made children's character toys because of excess lead in the paint. Not surprisingly, the decision ahead was not only about whether to recall the Sarge Cars and other toys that might be unsafe, but also how to deal with the recall situation. The (A) case details the events leading up to the recall and highlights the difficulties a multinational enterprise faces in managing global operations. Use with Ivey case 9B08M011, Mattel and the Toy Recalls (B).

Teaching Note: 8B08M10 (28 pages)
Industry: Manufacturing
Issues: Supply Chain Management; Offshoring; Outsourcing; Product Quality; Product Recall; Multinational Enterprise Stakeholders; the United States and China
Difficulty: 4 - Undergraduate/MBA



BRAND IN THE HAND: MOBILE MARKETING AT ADIDAS
Andy Rohm, Fareena Sultan, David T.A. Wesley

Product Number: 9B05A024
Publication Date: 9/26/2005
Revision Date: 5/23/2017
Length: 22 pages

The Global Media manager for adidas International is responsible for developing and championing a new marketing strategy at adidas called brand in the hand that is based on the convergence of cell phones and wireless Internet. The case presents company background information, data on the penetration of mobile devices such as cell phones, the growth of global mobile marketing practices, and several mobile marketing communications campaigns that adidas launched in 2004, such as a mobile newsticker for the 2004 European soccer championship. The case then introduces a specific campaign - Respect M.E. - featuring Missy Elliott, a popular female hip-hop artist, and discusses the company's mobile marketing strategy to support MissyElliott's new line of sportswear. This case can be used to highlight the role of new technology in overall marketing strategy and integrated marketing communications.

Teaching Note: 8B05A24 (13 pages)
Industry: Manufacturing
Issues: Marketing Channels; Marketing Communication; International Marketing; Telecommunication Technology; Northeastern
Difficulty: 4 - Undergraduate/MBA


Chapter 5:
Developing a Global Vision

ASIMCO TECHNOLOGIES: 2005
Xi (Lucy) Liu, Taehoo Kim, Liang Liu, Guangyu Nie, Wanhong Shao, Xiaotian Xie

Product Number: 9B10A001
Publication Date: 5/5/2010
Length: 15 pages

In April 2005, the chairman of ASIMCO Technologies, a company headquartered in China and supplying automotive components to both Chinese and global clients, was trying to decide on his company's reaction to the Chinese government's latest regulations on auto emissions. Guo-san (National Standards III) was to take effect on August 1, 2008. By that date, automakers would not be allowed to supply the Chinese market with non-Guo-san-compliant products. ASIMCO's major diesel engine customers had already sent requests for upgraded engine components to ASIMCO as well as other suppliers. While three technologies seemed to provide the Chinese market with a solution, divergent views existed among the management team as to where ASIMCO should focus to enhance the fuel systems that it supplied. The case can be used in an international marketing course (in sessions on product strategy in developing market or customer relations in industrial marketing).

Teaching Note: 8B10A01 (5 pages)
Industry: Manufacturing
Issues: China; Product Strategy; Automotive; Customer Relations; Tsinghua/Ivey
Difficulty: 4 - Undergraduate/MBA



GLOBAL BRANDING OF STELLA ARTOIS
Paul W. Beamish, Anthony Goerzen

Product Number: 9B00A019
Publication Date: 10/19/2000
Revision Date: 5/23/2017
Length: 19 pages

Interbrew had developed into the world's fourth largest brewer by acquiring and managing a large portfolio of national and regional beer brands in markets around the world. Recently, senior management had decided to develop one of their premium beers, Stella Artois, as a global brand. The early stages of Interbrew's global branding strategy and tactics are examined, enabling students to consider these concepts in the context of a fragmented but consolidating industry. It is suitable for use in courses in consumer marketing, international marketing and international business.

Teaching Note: 8B00A19 (10 pages)
Industry: Manufacturing
Issues: Global Product; International Business; International Marketing; Brands
Difficulty: 4 - Undergraduate/MBA



BEN & JERRY'S - JAPAN
James M. Hagen

Product Number: 9A99A037
Publication Date: 4/13/2000
Revision Date: 5/23/2017
Length: 17 pages

The CEO of Ben & Jerry's Homemade, Inc. needed to give sales and profits a serious boost; despite the company's excellent brand equity, it was losing market share and struggling to make a profit. The company's product was on store shelves in all U.S. states, but efforts to enter foreign markets had only been haphazard with non-U.S. sales accounting for just three per cent of total sales. The CEO needed to focus serious attention on entering the world's second largest ice cream market, Japan. An objective of Ben & Jerry's was to use the excess manufacturing capacity it had in the U.S., and it found that exporting ice cream from Vermont to Japan was feasible from a logistics and cost perspective. The company identified two leading partnering options. One was to give a Japanese convenience store chain exclusive rights to the product for a limited time. The other was to give long-term rights for all sales of the product in Japan to a Japanese-American who would build the brand. For the company to enter Japan in time for the upcoming summer season, it would have to be through one of these two partnering arrangements.

Teaching Note: 8A99A37 (6 pages)
Industry: Manufacturing
Issues: Strategic Alliances; Market Entry; International Marketing; Corporate Strategy
Difficulty: 4 - Undergraduate/MBA


Chapter 6:
Consumer Decision Making

CHANTALE AND CLINTON CALL FOR SERVICE
Christopher A. Ross

Product Number: 9B09A005
Publication Date: 4/7/2009
Length: 8 pages

Chantale and Clinton have purchased a new refrigerator from The Canadian, one of the largest department store chains in Canada. It subsequently began to malfunction. After receiving poor service from the vendor's repair division, they were wondering what to do next. Do nothing, and assume it was an isolated incident? Vow never again to deal with this vendor and brand? Write a letter of complaint to the vendor and demand an apology or other compensation? Underlying all these questions was the issue: Was it worth the trouble? The case can be used to illustrate consumer behaviour in marketing management, with emphasis placed on controllable and uncontrollable factors that influence individual buyer behaviour. It can also be used in a service marketing setting, where issues of service failure and recovery can be emphasized.

Teaching Note: 8B09A05 (10 pages)
Industry: Retail Trade
Issues: Consumer Behaviour; Customer Service; Service Recovery; Service Quality
Difficulty: 4 - Undergraduate/MBA



WALT DISNEY INTERNET GROUP JAPAN'S DIMO PROJECT
Philip Sugai

Product Number: 9B04A026
Publication Date: 11/23/2004
Revision Date: 10/7/2009
Length: 25 pages

The Walt Disney Internet Group Japan has recently launched an entirely new set of interactive mobile character/agents for the NTT DoCoMo iMode platform, called Dimo. Having built Japan's most successful mobile entertainment business using traditional Disney-branded characters and related content, these Dimo characters have been designed to go well beyond entertainment and become valuable guides, assistants and friends for users of the continuously evolving Mobile Internet and the increasingly complex tasks enabled by this platform. Although the Walt Disney Internet Group Japan team feels strongly that these types of character/agents will be the future of human-device interactions, subscription figures six months after Dimo's launch suggest that Japan's mobile consumers may not share this belief.

Teaching Note: 8B04A26 (8 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: E-Business; Brand Management; Competitive Advantage; Consumer Behaviour
Difficulty: 4 - Undergraduate/MBA



TOYOTA: DRIVING THE MAINSTREAM MARKET TO PURCHASE HYBRID ELECTRIC VEHICLES
Jeff Saperstein, Jennifer Nelson

Product Number: 9B04A003
Publication Date: 1/16/2004
Revision Date: 5/24/2017
Length: 23 pages

Toyota is a large, international automobile manufacturer headquartered in Japan, with plans to become the largest worldwide automaker, striving for 15 per cent of global sales. Toyota is committing itself to be the leader of the hybrid-electric automotive industry, and is relying on changes in the industry and customer perceptions to bring its plan to fruition. Toyota's challenge is to develop consumer attitude and purchase intent, from an early adopter, niche market model into universal mainstream acceptance.

Teaching Note: 8B04A03 (9 pages)
Industry: Manufacturing
Issues: Consumer Behaviour; Product Design/Development; Multinational; Marketing Management
Difficulty: 4 - Undergraduate/MBA


Chapter 7:
Business Marketing

MEDICAL EQUIPMENT INC. IN SAUDI ARABIA
Joerg Dietz, Ankur Grover, Laura Guerrero

Product Number: 9B07C042
Publication Date: 3/17/2008
Revision Date: 3/24/2009
Length: 14 pages

A recently hired U.S.-trained sales account manager at Medical Equipment Inc. (Medical Equipment) returned to his office after meeting with the head of the cardiology department at a specialist hospital and research center in Jeddah, Saudi Arabia. He had worked very hard to secure his first sale of US$725,000 for healthcare equipment, but was disheartened when the head of cardiology told him that the hospital's purchasing director intended to give the order to Medical Equipment's main competitor. The competition's sales representative and the purchasing director had known each other for 10 years and the head cardiologist implied that there might be side payments involved. The sales account manager knew Medical Equipment's product was superior and wondered how he could secure the order without having a history with the purchasing director or without engaging in practices he found ethically questionable.

Teaching Note: 8B07C42 (8 pages)
Industry: Manufacturing
Issues: Intercultural Relations; Sales Management; International Business; Ethical Issues
Difficulty: 4 - Undergraduate/MBA



SMART CO-OPERATIVE MARKETING
Kyle Murray, Jianping Liang

Product Number: 9B06A030
Publication Date: 1/30/2007
Length: 11 pages

The owner of Cherished Scrapbooks (CS) had just decided to go ahead with the development of an industry-level marketing program. In January 2006, the chief executive officer of SMART Group (SMART), a scrapbook trade group based in California, advised the owner of CS that the next step in the evolution of her business was to co-operate with her direct competitors. Initially the CS owner had rejected the idea out-right: The retailers in my area don't like me and besides it seems it would be contrary to my competitive position. However, just one month later, she asked SMART's CEO if he would come to Toronto to lead the formation of a cooperative marketing plan team for 68 scrapbook retailers within 100 miles of Toronto. She now wondered how she could help grow this grass roots initiative? SMART planned to launch 20 cooperatives in North America for 2006. How could CS's owner help support and grow this initiative? She also wondered what her exit strategy would be; she hoped to grow her business and either sell or franchise it.

Teaching Note: 8B06A30 (9 pages)
Industry: Retail Trade
Issues: Retailing; Exit Strategy; Retail Marketing
Difficulty: 4 - Undergraduate/MBA



GLOBAL SOURCES LTD. - THE EVOLUTION OF B2B
Allen Morrison, Tom Gleave, John Beck

Product Number: 9B01M065
Publication Date: 12/7/2001
Revision Date: 4/25/2012
Length: 21 pages

Global Sources Limited is Asia's leading publisher of business-to-business (B2B) trade-related magazines. In the latter half of the 1990s, the Internet became a powerful force for change in the business world, leading to an explosion of Internet-related activities by both traditional bricks and mortar companies, as well as countless upstart dot.coms. The chairman and chief executive officer of Global Sources had foreseen the opportunities afforded by the Internet early on, and had made it an integral part of the company's strategy. Currently, the level of activity in the B2B portal space has evolved so quickly that a noticeable degree of confusion among suppliers, buyers and investors about the merits and drawbacks of these portals has arisen. Moreover, the sustainability of these ventures has been brought into question, which is causing a dramatic reversal of fortunes for many companies. The result is that there are strong signs that the industry will experience a significant consolidation. This has left Global Sources chairman with the key challenge of generating greater visibility among users and potential users of the companies services, as well as greater interest from the investment community in order to remain viable. The company must be able to educate and convey its value proposition to its users, as well as determine whether it should continue to remain an independent player, purchase a competitor, or enter into a strategic alliance.

Teaching Note: 8B01M65 (21 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Managing Industry Change; Competitor Analysis; Strategic Positioning; Nanyang
Difficulty: 4 - Undergraduate/MBA


Chapter 8:
Segmenting and Targeting Markets

EXPATICA.COM: 10 YEARS OF A DUTCH BORN-GLOBAL
Christopher Williams

Product Number: 9B10M029
Publication Date: 5/5/2010
Length: 12 pages

In December 2009, the management team at Expatica.com was undertaking a strategic review of the progress of the company and of the future opportunities for growth. The management team needed to take stock: the external environment was rapidly changing and threats from competitors were on the rise. Expatica.com was founded 10 years earlier to provide English language information and news to the expatriate community in Europe, delivering its services primarily over the Internet. Over the course of the 10 years, Expatica.com had experienced significant challenges in its organization and environment. The central issue was how to make its core business effective across multiple markets. The company had made tremendous progress over the decade but now needed to re-evaluate its position and identify new opportunities for growth. The management team realized that it needed to make a number of critical decisions, especially in the areas of internationalization and product development. 1) How should Expatica.com now internationalize into new markets? Which markets should it consider? How should it select new markets? Should it pull out of any existing markets? 2) What product development strategy should it adopt? What line extensions should it make to existing products? What kinds of more radical innovation could be appropriate? Should it phase out any existing products? 3) What else should the company do to drive success?

Teaching Note: 8B10M29 (8 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Product Development; Media; Internet; Internationalization
Difficulty: 4 - Undergraduate/MBA



HYUNDAICARD'S MARKETING STRATEGY
Chansoo Park, Ronald D. Camp

Product Number: 9B09A028
Publication Date: 12/23/2009
Length: 20 pages

In the competitive South Korean credit card market, a review of the past decade of HyundaiCard's marketing strategies and evaluation of anticipated possible difficulties of being a market follower revealed several challenges for senior management. Despite a tremendously successful creative business model based on customer needs, innovative products and integration of online and offline customers, the company's performance had not progressed in the past seven years. HyundaiCard had difficulty relating its creative business model to the strong personas of the leading players in the credit card industry. How could HyundaiCard, a market follower, successfully position itself as a market leader? Could HyundaiCard's marketing strategy keep enhancing its competitive edge in the market? What future strategy would be best for HyundaiCard?

Teaching Note: 8B09A28 (9 pages)
Industry: Finance and Insurance
Issues: Market Analysis; Market Segmentation; Consumer Marketing; Credit Card Business; Marketing Management; Promotion Policy
Difficulty: 4 - Undergraduate/MBA



SHOPPERS STOP: TARGETING THE YOUNG
Shanker Krishnan, Ramasastry Chandrasekhar

Product Number: 9B09A011
Publication Date: 5/14/2009
Length: 23 pages

The case deals with how Shoppers Stop, a home-grown Indian retailer of branded apparel and accessories closely identified with the adult segment of customers for a decade and a half since inception, looked at the growing segment of the youth population. Against the backdrop of an aging demographic, particularly among countries in North America and Europe, India had an advantage of a largely young population. Thirty-five per cent of Indian were under 15 years of age and 70 per cent under 35 years of age - a profile likely to remain so for the next two decades. Topics of discussion include: Is there a risk for an adult company in targeting the young? Is there a risk in not targeting the young? Is there a business opportunity in the youth segment? What should Shoppers Stop do if it were to seize the opportunity? What is the addressable segment? Is a change in strategy required now or will tweaking the current strategy do? An interview with the Shoppers Stop chief executive officer is available on DVD.

Teaching Note: 8B09A11 (8 pages)
Industry: Retail Trade
Issues: Customer Relationship Management; Retailing; Market Segmentation
Difficulty: 4 - Undergraduate/MBA


Chapter 9:
Decision Support Systems and Marketing Research

A FAMILY OF BRAND CANNIBALS? THE CASE OF OMNICOM AND INTERBRAND
Matthew Thomson, Jared Breski

Product Number: 9B10A009
Publication Date: 4/19/2010
Length: 7 pages

The differences between specialized marketing agencies become blurred as clients increasingly expect these agencies to provide a more comprehensive portfolio of service offerings. The case thrusts students into the roles of three different marketing leaders: the chief executive officer (CEO) of Interbrand (the world's leading brand consultancy), the CEO of DDB Worldwide (the world's largest advertising agency) and the CEO of Omnicom (the world's largest media conglomerate and the parent company of both Interbrand and DDB Worldwide). These leaders are about to meet to discuss the future of the marketing industry, focusing specifically on how the industry's future direction will affect Omnicom's strategic plans. The two agency CEOs will need to defend their own company's value proposition. Will their respective arguments be enough to escape elimination on the Omnicom chopping block?

Teaching Note: 8B10A09 (11 pages)
Industry: Information, Media & Telecommunications
Issues: Advertising versus branding; communications; public relations; consumer-packaged goods; strategic consulting
Difficulty: 4 - Undergraduate/MBA



VINCOR: PROJECT TWIST
Niraj Dawar, Kelly Kretz, Eric Singer

Product Number: 9B08A002
Publication Date: 1/31/2008
Revision Date: 12/2/2015
Length: 22 pages

The alcohol cooler (refreshment) market in Canada was already crowded, but the marketing manager at Vincor believed there was still room for a new entrant, provided it was sufficiently differentiated. The case provides market research information on which the decision-maker relies to develop a product positioning. Trade-offs need to be made between various positioning options and costs. The case deals with marketing issues from the perspective of the brand manager launching a new product.

Teaching Note: 8B08A02 (6 pages)
Industry: Manufacturing
Issues: Positioning and Differentiation; New Product Development; Brand Management
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


Chapter 10:
Product Concepts

THE ULTIMATE FIGHTING CHAMPIONSHIPS (UFC): THE EVOLUTION OF A SPORT
Matthew Thomson, Jesse Baker

Product Number: 9B10A012
Publication Date: 5/18/2010
Revision Date: 6/16/2010
Length: 16 pages

This case looks at the Ultimate Fighting Championships (UFC) and its parent company, Zuffa LLC (Zuffa), through the role of the recently hired chief marketing officer (CMO). As the CMO of the largest organization in the world's fastest growing sport, mixed martial arts, he faces many decisions about the future of the organization. The CMO must determine the best way to both manage the organization's ambitious international expansion initiatives and protect the UFC brand in new markets, while also preserving the experience for the league's core North American fan base. The CMO must evaluate the company's sponsorship relationships and develop a strategy to cope with increasing competition in both domestic and international markets.

Teaching Note: 8B10A12 (10 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Brand Meanings; Equity; International Expansion; Celebrity CEO; Labour Relations
Difficulty: 4 - Undergraduate/MBA



BEST BUY INC. - DUAL BRANDING IN CHINA
Niraj Dawar, Ramasastry Chandrasekhar

Product Number: 9B09A016
Publication Date: 6/26/2009
Revision Date: 5/11/2010
Length: 17 pages

A month after Best Buy Inc. (Best Buy), the largest retailer of consumer electronics in the United States, acquired Five Star, the third largest retailer of appliances and consumer electronics in China in May 2006, the management of Best Buy is weighing in on a branding option. Should Five Star lose its identity and be marketed as Best Buy? Or should Best Buy retain the Five Star brand and let the two brands compete with each other in the Chinese market? The option has a sense of déjà vu because, when it first stepped out of its home turf in January of 2002 by acquiring Future Shop, the largest consumer electronics retailer in Canada, Best Buy was facing a similar dilemma. The company had decided, at the time, in favour of dual brand strategy. It had worked. There was no evidence of cannibalization, the single largest risk in dual branding. Best Buy and Future Shop had both grown together as independent brands in Canada. But, does dual brand strategy work in the vastly different retail environment of China?

Teaching Note: 8B09A16 (9 pages)
Industry: Retail Trade
Issues: China; Brand Management; Retailing; International Business
Difficulty: 4 - Undergraduate/MBA



DO IT SHOW: A NEW MOBILE COMMUNICATIONS SERVICE IN KOREA
Youngchan Kim, Changjo Yoo

Product Number: 9B08A012
Publication Date: 8/28/2008
Revision Date: 5/12/2010
Length: 18 pages

This case presents points of contention and issues in the brand launch of a new telecommunication service of KTF, one of Korea's mobile telecommunication companies. As the second-place player in the 2G service market, which offered voice and text-messaging services, KTF decided to be the number one player in the new 3G service market, which offered stable video communication and high-speed data transmission as well as voice and text-messaging services. To do so, KTF developed a new brand, called SHOW, and implemented various integrated marketing communication (IMC) strategies to attract customers. After only four months since its launch, KTF had successfully attracted more than one million members. Several critical points for successfully launching a new brand in the mobile telecommunication service can be determined from this case. The introduction highlights the success of KTF's new brand launch strategy. Then the mobile telecommunication service market situation in South Korea is summarized. The next section provides a brief explanation of KTF and its new brand launch strategy in the 3G service market, covering topics from the market survey for 3G service to the brand-building processes. This is followed by an examination of how KTF used marketing-integrated communication for its new SHOW 3G service brand. Finally, the competitor's reaction to KTF's successful brand launch is summarized.

Teaching Note: 8B08A12 (8 pages)
Industry: Information, Media & Telecommunications
Issues: Mobile Communication Industry; Brands; New Brand Launching Strategy; Integrated Marketing Strategy; Ivey/Yonsei
Difficulty: 4 - Undergraduate/MBA


Chapter 11:
Developing and Managing Products

LAUNCH OF THE FORD FIESTA DIESEL: THE WORLD'S MOST EFFICIENT CAR
Francis Spital, David T.A. Wesley

Product Number: 9B10M040
Publication Date: 5/21/2010
Length: 20 pages

The case describes the challenges faced by Ford and other automobile manufacturers in an era of declining oil reserves and volatile fuel prices. The Ford diesel decision seems to reflect classic thinking constrained by mental models that were developed in a different world. Diesels constitute over 50 per cent of automobile sales in Europe, because fuel is extremely expensive there. If fuel gets extremely expensive in the United States, one would expect diesels to become more attractive. Yet Ford seems to be stuck in the old mental model that says Americans don't like diesels. Ford can't prove in a PowerPoint presentation that there is a big market for small diesels mostly because there are few small diesels available to U.S. consumers. But that traps them into a position where they will never lead the industry or innovate outside of current market and technology conditions.

Teaching Note: 8B10M40 (14 pages)
Industry: Manufacturing
Issues: Global Product; Product Strategy; New Products; Automotive; Northeastern
Difficulty: 4 - Undergraduate/MBA



GPS-TO-GO TAKES ON GARMIN
Donald A. Pillittere

Product Number: 9B09A027
Publication Date: 1/25/2010
Length: 9 pages

GPS-to-GO is a successful company that has a wealth of brilliant researchers and scientists who have created advanced global positioning systems (GPSs) for complex air-traffic control and logistics systems. Now, the vision of one of the up and coming managers is to use GPS-to-GO's knowledge to dominate the consumer market with premium-priced and feature-rich GPS units. Even though GPS-to-GO is far ahead in terms of GPS technology, the consumer market demands low-cost units and yearly follow-on products, which requires drastically different skills than GPS-to-GO's typical five- to 10-year cost-plus government projects. One of the managers is tasked with how to meet the cost target and market window for the new product, while working with the same engineering group that caused the unit manufacturing problem and launch delays in the first place. The key issues concern 1) engineering-centric companies and their culture, business strategies and processes for managing new product development 2) the implications these strategies and processes have on addressing the needs of customers, shareholders and employees in a totally new market segment 3) the role managers can play in making critical decisions with a keen eye on roadblocks to success, such as culture, inadequate skills and overly optimistic and myopic visionaries. The case includes an Excel spreadsheet with break-even scenarios that professors can use to complement the teaching note. The case is intended for courses in managing new product commercialization, managing technology and innovation, strategic thinking, operations management and leadership.

Teaching Note: 8B09A27 (9 pages)
Industry: Manufacturing
Issues: Costs; Break-Even Analysis; Management Behaviour; Manufacturing Strategy; Corporate Culture; New Product Development; Change Management; Management Style
Difficulty: 4 - Undergraduate/MBA



MICROSOFT WINDOWS: THE LAUNCH OF WINDOWS 7
Miranda R. Goode, Matthew Ball

Product Number: 9B09A023
Publication Date: 8/14/2009
Length: 25 pages

In early 2009, Microsoft began preparing for the launch of its next operating system, Windows 7. Successfully marketing Windows 7 had become essential for the company, which had faced numerous challenges in recent years, including a commercial and public relation failure of its last operating system, Windows Vista. While Windows 7 had received strong pre-release reviews, its success depended on Microsoft's ability to overcome the lingering skepticism and resentment of Windows Vista. The case presents students with the opportunity to perform a rich analysis of the difficulties in launching a new product following the commercial and public relations failure of the predecessor and provides a platform from which to explore the psychology (from both a consumer and managerial perspective) behind new product adoption. The case is structured to promote an analysis of Vista's relations failure using a psychological framework. Based on this analysis, students are challenged to devise a strategy for the launch of Windows 7 and to make decisions related to advertising communications, pricing, product, target market selection and brand image.

Teaching Note: 8B09A23 (5 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Advertising; Marketing Communication; New Products; Consumer Behaviour
Difficulty: 4 - Undergraduate/MBA


Chapter 12:
Services and Nonprofit Organization Marketing

MARKETING PLANNING AT JUST US! CAFÉS
Sara Loudyi, Julia Sagebien, Normand Turgeon, Ian McKillop

Product Number: 9B09A014
Publication Date: 9/10/2009
Revision Date: 6/9/2010
Length: 21 pages

Jeff and Debra Moore are the founders of Just Us!, a fair trade coffee cooperative, retailer and wholesaler. Just Us!’s mission is to actively promote fair trade and its benefits for producers in developing countries. The Moores have maintained a strong commitment to educating consumers while building strong brand identity and upholding constant growth. To support the main distribution channel in grocery stores, management opened four cafés (two each in Wolfville and Halifax) and distributed products on university campuses. Just Us!’s overall sales continued to grow, but sales were leveling off. In addition, the prevailing economic climate in Canada and increasing competition were worrying the founders. Recently, the Moores hired a new marketing director who was required to incorporate unique knowledge of fair trade practices, ethical purchasing and social entrepreneurship, combine it with typical growth-driven marketing decisions and ultimately propose a marketing plan that would consolidate coffee shop operations.

Teaching Note: 8B09A14 (15 pages)
Industry: Accommodation & Food Services
Issues: Services; Marketing Planning; Marketing Management; Fair Trade; Social Entrepreneurship
Difficulty: 4 - Undergraduate/MBA



PACIFICLINK IMEDIA: BECOMING A FULL SERVICE INTERACTIVE AGENCY
Andrew Karl Delios

Product Number: 9B09M023
Publication Date: 8/27/2009
Length: 13 pages

This case presents the decisions facing the managing director/executive director of PacificLink iMedia (PacificLink), more than 10 years after he founded the company. The company had experienced periods of growth and decline since its founding and was facing a period of uncertain growth given the turmoil in world markets in 2009, following several years of strong growth and expansion. The director anticipated that the company could continue to grow into new geographic or product markets, or perhaps become fundamentally altered in its governance structure and financial resource base, through an initial public offering. The case involves analysis of these alternatives for growth. It can be used to teach about sources of competitive advantage and evaluations of growth alternatives. See also the first and third cases in the three-part series, 9B00M024 and 9B16M202.

Teaching Note: 8B09M23 (10 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Internet Marketing; International Business; Growth Strategy; Strategy Development
Difficulty: 4 - Undergraduate/MBA



NOTE ON THE GLOBAL HOTEL INDUSTRY
Gevork Papiryan

Product Number: 9B08M028
Publication Date: 5/28/2008
Length: 23 pages

The hotel industry has experienced tremendous growth since the 1980s and has emerged as a global industry. During the expansion period, multinational, multi-brand corporations, such as Hilton Hotels Corporation, were in the process of finding new markets and setting priorities. In emerging markets, such as Russia, most of the national hotel industry had been formed under the pressure of foreign hotel chains. In addition to competing with foreign firms in their own markets, local Russian companies were also planning to enter international markets. In this environment, where competition was strengthening within the global hotel industry and new players were emerging, a number of questions and challenges existed: 1) How could firms effectively leverage their competencies and increase their competitiveness? 2) Would the multinational hotel corporations continue to expand their brand portfolios? 3) How could hotel chains maintain their integrity during the expansion on a global scale? 4) What strategies might apply to convince Western hotel companies to compete in emerging markets? 5) Which direction would further develop the hotel industries in emerging economies?

Teaching Note: 8B08M28 (12 pages)
Industry: Accommodation & Food Services
Issues: Emerging Markets; Corporate Strategy; Industry Analysis; Globalization
Difficulty: 4 - Undergraduate/MBA


Chapter 13:
Marketing Channels

PHILLIPS FOODS, INC. - INTRODUCING KING CRAB TO THE TRADE
Frederic Brunel, Deborah Utter

Product Number: 9B09A004
Publication Date: 4/7/2009
Revision Date: 4/29/2010
Length: 20 pages

By 2006, Phillips Food Inc. had grown into one of the largest seafood businesses in the United States and was the number one U.S. brand for crab meat. The company comprised a restaurant division, a foodservice products division that sold to restaurants, and a retail products division that sold to grocery stores. In August, 2006, Phillips' product manager was responsible for defining the communication strategy decisions required to launch its new product: first-to-market pasteurized king crab. The product manager had already spent half of his advertising budget promoting the product to buyers in the foodservice and restaurant channels. He had to decide how to spend the remaining portion of his budget to best reach seafood buyers in the consumer retail channel. He had an opportunity to showcase the product at an upcoming major industry food show; however, he had already planned to spend his budget on advertising in a trade publication for the retail grocery channel. He had to examine the relative merits of each option and present an overall recommendation on how to best launch and sell the product. Qualitative, quantitative and financial aspects were to be considered; as well, the product manager had to determine the costs, returns and qualitative benefits that each option provided.

Teaching Note: 8B09A04 (19 pages)
Issues: Sales Management; Distribution; Trade Advertising; New Product Development; Trade Show
Difficulty: 4 - Undergraduate/MBA



TROUBLE BREWS AT STARBUCKS
Lauranne Buchanan, Carolyn J. Simmons

Product Number: 9B09A002
Publication Date: 2/9/2009
Revision Date: 5/3/2017
Length: 14 pages

After going public in 1992, Starbucks' strong balance sheet and double-digit growth made it a hot growth stock. The Starbucks vision was coffee culture as community, the Third Place between work and home, where friends shared the experience and exotic language of gourmet coffee. Its growth was fueled by rapid expansion in the number of stores both in the United States and in foreign markets, the addition of drive-through service, its own music label that promoted and sold CDs in stores and other add-on sales, including pastries and sandwiches. In an amazingly short time, Starbucks became a wildly successful global brand. But in 2007, Starbucks' performance slipped; the company reported its first-ever decline in customer visits to U.S. stores, which led to a 50 per cent drop in its share price. In January 2008, the board ousted CEO Jim Donald and brought back Howard Schultz - Starbucks' visionary leader and CEO from 1987 to 2000 and current chairman and chief global strategist - to re-take the helm. Starbucks' growth strategies have been widely reported and analyzed, but rarely with an eye to their impact on the brand. This case offers a compelling example of how non-brand managerial decisions - such as store locations, licensing arrangements and drive-through service - can make sense on financial criteria at one point in time, yet erode brand positioning and equity in the longer term. Examining the growth decisions made in the United States provides a rich context in which to examine both the promise and drawback of further foreign expansion.

Teaching Note: 8B09A02 (15 pages)
Industry: Accommodation & Food Services
Issues: Branding; Retailing; Product Design/Development; Growth Strategy
Difficulty: 4 - Undergraduate/MBA



KRAFT FOODS: THE COFFEE POD LAUNCH (A)
Robin Ritchie, Aleem Visram

Product Number: 9B06A019
Publication Date: 11/6/2006
Revision Date: 5/27/2014
Length: 19 pages

The product manager for coffee development at Kraft Canada must decide whether to introduce the company's new line of single-serve coffee pods or await results from the United States. Key strategic decisions include which target market to focus on and what value proposition to signal. Important questions are also raised as to how the new product should be branded, which flavors to offer, whether Kraft should use traditional distribution channels or direct-to-store delivery, and what forms of advertising and promotion to use. The case provides a basis for discussing consumer decision making, and stresses the importance of providing a clear incremental benefit when introducing a new product in an established category. It may be used independently or with the supplement, Kraft Foods: The Coffee Pod Launch (B).

Teaching Note: 8B06A19 (9 pages)
Industry: Manufacturing
Issues: New Products; Consumer Behaviour; Consumer Marketing; Marketing Management
Difficulty: 4 - Undergraduate/MBA


Chapter 14:
Supply Chain Management

FOR THE LOVE OF GOOD FOOD: THE PLATETRACE PROJECT (A)
Nicole R.D. Haggerty, Andrea Jang, Rebecca Liu

Product Number: 9B09E006
Publication Date: 7/9/2009
Length: 16 pages

Vineland Research and Innovation Center, a not-for-profit organization looking to work with the Ontario local food industry, has requested two researchers to analyze the local food business landscape and propose a technology-driven solution that connects farmers in the Niagara region with buyers in Toronto. The case illustrates the challenges faced by each stakeholder in the local food supply chain, and allows students to analyze the farming and restaurant industries, assess the current Canadian market, and investigate technological advances that could enable improving the current local supply chain procurement and distribution model. This case allows students to identify competencies and gaps within the current environment, challenges facing the farming and restaurant communities, as well as opportunities to drive growth in a new market.

Teaching Note: 8B09E06 (14 pages)
Industry: Accommodation & Food Services, Agriculture, Forestry, Fishing and Hunting
Issues: Government and Business; Entrepreneurial Business Growth; Leveraging Information Technology; Generating Profit from New Technology
Difficulty: 4 - Undergraduate/MBA



MARKET STRETCH
Gavin Price, Margaret Sutherland

Product Number: 9B09M046
Publication Date: 6/25/2009
Length: 11 pages

Bio-Oil is a multi-purpose skin care product that has gone from being sold only in South Africa to being the No. 1 scar treatment product in 16 of the 17 countries in which it is distributed. Retail sales have jumped from R3 million per annum to R1 billion from 2000 to 2008. Justin and David Letschert made key decisions to eliminate all of the other 119 products that were being manufactured by the company that they took over in 2000, and focused on the mainstay product of Bio-Oil. Union-Swiss accomplished its successful sales through the use of a hybrid distribution model that compelled its distributors in each country to communicate and share knowledge with each other. Union-Swiss also ensured that it remained focused on building the brand through limiting its activities in the value chain to that of marketing. It did this to such an extent that it created a separate entity to run the distribution of Bio-Oil in South Africa.

Teaching Note: 8B09M46 (8 pages)
Industry: Wholesale Trade
Issues: Market Entry; International Business; Supply Chain Management; Strategic Positioning; GIBS
Difficulty: 5 - MBA/Postgraduate



TSC STORES: SUPPLY CHAIN MANAGEMENT FOR PROFITABLE GROWTH
P. Fraser Johnson

Product Number: 9B09D005
Publication Date: 3/9/2009
Length: 10 pages

In May 2007, the chief operating officer at TSC Stores in London, Ontario, asked the director of distribution to evaluate the company's supply chain strategy and make recommendations to the board of directors. The chief operating officer was concerned about the ability of the company's supply chain to support the corporate business plan, which called for 20 per cent annual growth over the next three years. Preliminary analysis indicated that TSC would need more distribution capacity by first quarter 2008, which gave the director of distribution only six to eight months to evaluate options and implement a plan. The chief operating officer and the board would want to know the process and schedule that the director of distribution intended to follow to deal with the evolving capacity demands in distribution.

Teaching Note: 8B09D05 (11 pages)
Industry: Retail Trade
Issues: Supply Chain Strategy; Capacity Planning; Distribution
Difficulty: 4 - Undergraduate/MBA


Chapter 15:
Retailing

RONA INC.- DEALING WITH RECESSION
Darren Meister, Ramasastry Chandrasekhar

Product Number: 9B09M076
Publication Date: 10/15/2009
Length: 19 pages

In September 2009, the president and chief executive officer (CEO) of Rona Inc. was reviewing the company's progress in relation to the ongoing economic recession. Rona was the largest retailer of hardlines in Canada. Rona had noticed definitive signs of slowdown in the third quarter of 2007 and had launched Strategic Plan 2008 - 2011 as a response. The two-phase program was nearing the completion of its first phase of Productivity, Efficiency and Profitability (PEP) and was gearing up for the 24 month-long Recovery Program. The Strategic Plan had been tweaked since its launch, all with a view towards strengthening the core platform. The objective of the Recovery Plan was to restore focus on growth vectors from which the company had become distracted. On the eve of commencement of the Recovery Plan, the CEO began to wonder if Rona was ready to act on increasing sales, recruiting independents, constructing new stores and pursuing acquisitions. Or was it necessary to redesign and relaunch the PEP program, thus deferring the Recovery Plan?

Teaching Note: 8B09M76 (8 pages)
Industry: Retail Trade
Issues: Strategy Development; Retailing; Managing Recession; Strategy Execution
Difficulty: 3 - Undergraduate



CANADA GOOSE INC.: AT A RETAIL CROSSROADS
June Cotte, Jesse Silvertown

Product Number: 9B09A012
Publication Date: 5/14/2009
Length: 12 pages

In June 2008, the president and owner of Canada Goose Inc. (Canada Goose), a producer of luxury sport jackets, was contemplating the future of his company. Despite recent years' steady growth in both his company and the industry in general, the president believed that a significant opportunity existed for Canada Goose to further cement itself as a market leader for this industry. The president was intrigued by two separate offers from national retailers in Canada. Both were in the form of long-term contracts; in the past Canada Goose had used such contracts to maintain successful relationships with its many distributors. The offers were lucrative; however, the president needed to consider whether the offers aligned with the company's current marketing strategy. Agreeing to stock its product through a national chain would be a departure from its current method of distribution through independently-owned regional retailers. Accepting either of the offers would not only potentially price these retailers out of the market but could also lead to the devaluation of the brand.

Teaching Note: 8B09A12 (3 pages)
Industry: Manufacturing
Issues: Marketing Channels; Brand Positioning; Brand Management; Retailing
Difficulty: 4 - Undergraduate/MBA



LOBLAW COMPANIES LIMITED: PREPARING FOR WAL-MART SUPERCENTERS
Kenneth G. Hardy, Veronika Papyrina

Product Number: 9B07A012
Publication Date: 8/3/2007
Revision Date: 5/15/2009
Length: 21 pages

In February 2007, Loblaw Companies Limited (Loblaw) was far and away the dominant food retailer in Canada with a market share of 35 per cent across its various retailing formats. As part of its long term retailing strategy and in a bid to reduce the impact of Wal-Mart Canada's entry into food retailing, in 2004 Loblaw began to build new The Real Canadian Superstores in Ontario and position them as blockers that resembled Wal-Mart's U.S. combination food and general merchandise superstores. It overhauled its entire logistical system to improve its cost structure and it brought in new senior executives in 2006. Unfortunately, The Real Canadian Superstores appeared to be disappointing some customers, retail analysts, industry experts and even former Loblaw executives. Meanwhile, Wal-Mart entered the retail food market in 2006 with distinctive emphasis on fresh produce and deli offerings on top of its low prices and wide assortment. The question for Loblaw's executive team was whether or not to make any strategic changes, and, if so, in what direction.

Teaching Note: 8B07A12 (8 pages)
Industry: Retail Trade
Issues: Competitiveness; Management Performance; Market Strategy; Retail Marketing
Difficulty: 4 - Undergraduate/MBA


Chapter 16:
Promotional Planning for Competitive Advantage

SELLING GREEN DOTS IN SECOND LIFE
Wade Halvorson, Michael Parent, Leyland Pitt

Product Number: 9B09A033
Publication Date: 12/8/2009
Length: 10 pages

An Irish Air Lines pilot has re-created his home city of Dublin on Second Life. His Second Life alter ego, Ham Rambler, is busy running the site, and selling office space and advertisement on the property. The property includes a popular bar, a venue for live music performances, as well as a realistic rendering of Dublin's core. Second Life residents flock to the site for its entertainment and to experience Dublin. Mahon/Rambler needs to decide if the innovative business model he has developed is sustainable, or whether he should sell the business to other developers. The case is useful to introduce the concept of immersive Internet-based environments, and Internet advertising and selling.

Teaching Note: 8B09A33 (10 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Advertising Effectiveness; Internet Culture; Internet; Sales Strategy
Difficulty: 4 - Undergraduate/MBA



NASHVILLE PREDATORS: MARKETING STRATEGY FOR AN NHL FRANCHISE
June Cotte, Jamie Duncan

Product Number: 9B09A006
Publication Date: 4/6/2009
Revision Date: 7/26/2010
Length: 30 pages

In summer 2008, the Nashville Predators' management team was considering the strategy behind marketing the team. They thought it prudent to investigate the feasibility of opportunities in other hockey markets throughout North America, should a new owner want to move the team. Management had to consider both financial returns and on-ice success. They needed to create a comprehensive strategy, starting from a recommended location, and moving through specific recommendations on promotions, pricing and customer focus. To help create their strategy, the management team performed the following: developed a comprehensive tactical marketing plan, including income projections; identified the marketing challenges of operating in very different markets; recognized that the choice of a city location largely constrained the remaining decisions and tactics. Using this information, the management team could now identify their next steps, and what future plans should include.

Teaching Note: 8B09A06 (10 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Site Selection; Market Strategy; Sports; Promotion Policy
Difficulty: 4 - Undergraduate/MBA



NIKE INC.: DEVELOPING AN EFFECTIVE PUBLIC RELATIONS STRATEGY
Kathleen E. Slaughter, Donna Everatt

Product Number: 9A99C034
Publication Date: 5/29/2000
Revision Date: 1/14/2010
Length: 20 pages

It had been almost a decade since the first article surfaced in the media alleging that factories sub-contracted by Nike in China and Indonesia were forcing workers to work long hours for low pay, and for physically and verbally abusive managers. The article was the seed of a media campaign that created a public relations nightmare for the company. A financial crisis in Asia and intense competition in the domestic market contributed to a decline in Nike's revenue and market share after three years of record performance. Though no direct correlation could be proven between the consumer's negative perceptions of Nike and the company's decline in market share and stock, it certainly did not help in their efforts to establish themselves as the global leader in a hotly competitive industry. A linear overview of the adverse publicity that Nike received, and the perspectives of Nike senior management, demonstrates to students the importance and elements of the timely development of an effective media and consumer relations campaign.

Teaching Note: 8A99C34 (14 pages)
Industry: Manufacturing
Issues: China; Public Relations; Consumer Relations; Management Philosophy; Corporate Responsibility
Difficulty: 4 - Undergraduate/MBA


Chapter 17:
Advertising and Public Relations

THE POWER OF PERSUASION: AN EXERCISE IN CREATING PERSUASIVE ADVERTISING
Michael Parent, Leyland Pitt, Stacey Morrison

Product Number: 9B09A001
Publication Date: 1/14/2009
Length: 1 pages

Do subliminal cues have an effect on behaviour? This question is at the heart of many debates in advertising. In this exercise, students can determine, through their own experience, the impact of subconscious cues on their decisions. In this simulation, the instructor places a number of specific cues throughout the building. Students, in turn, are tasked with creating an advertising poster for a chain of children's play centres. Inevitably, their posters incorporate some, and sometimes all, of the cues. The exercise can lead to a deep and constructive discussion on the effect of subconscious cues on consumers.

Teaching Note: 8B09A01 (9 pages)
Industry: Other Services
Issues: Advertising Effectiveness; Marketing Communication; Consumer Behaviour; Ethical Issues
Difficulty: 4 - Undergraduate/MBA



AIR MILES CANADA: REBRANDING THE AIR MILES REWARDS PROGRAM
Niraj Dawar, Ramasastry Chandrasekhar

Product Number: 9B07A009
Publication Date: 11/21/2007
Revision Date: 4/3/2008
Length: 11 pages

Air Miles, the largest third party loyalty program in Canada, has more than nine million subscribers. Competition in the loyalty card market is heating up with the entry of Aeroplan and myriad proprietary loyalty programs launched by retailers and other brands, and Air Miles seeks to tighten its relationship with customers. Paradoxically, for a data-driven company focused on influencing consumers individually, Air Miles opts to develop and launch a mass advertising campaign to reconnect with consumers, and just as importantly, to re-energize internally.

Teaching Note: 8B07A09 (4 pages)
Industry: Retail Trade
Issues: Advertising; Customer Loyalty; Brand Repositioning; Data-driven Marketing
Difficulty: 4 - Undergraduate/MBA


Chapter 18:
Sales Promotion and Personal Selling

SPECTRUM BRANDS, INC. - THE SALES FORCE DILEMMA
Donald W. Barclay, Joe Falconi

Product Number: 9B06A035
Publication Date: 2/26/2007
Length: 20 pages

In 2005, the vice-president of sales and marketing for the Canadian division of Spectrum Brands Inc. must determine his next steps regarding the structure of his sales force. Spectrum Brands (Spectrum), a global consumer products company formerly known as Rayovac Corporation, had made a number of acquisitions to diversify and expand its product and brand portfolio. With these changes, Spectrum had become a leading supplier of consumer batteries, lawn and garden care products, specialty pet supplies, and shaving and grooming products. The vice-president of sales and marketing was charged with the task of creating a national sales force from the teams of the newly merged companies. Knowing the importance of the sales function to each of these companies, he wanted to ensure; despite the differences among the diverse groups, that he still maintained a team which would effectively and efficiently continue to increase the sales of each business unit.

Teaching Note: 8B06A35 (13 pages)
Industry: Manufacturing
Issues: Sales Organization; Acquisitions; Change Management; Sales Management
Difficulty: 4 - Undergraduate/MBA



BOOTS: HAIR-CARE SALES PROMOTION
Robert J. Fisher, Murray J. Bryant, Pankaj Shandilya

Product Number: 9B05A022
Publication Date: 9/1/2005
Revision Date: 9/24/2009
Length: 11 pages

Boots Group PLC, one of the best known and respected retail names in the United Kingdom, provided health and beauty products and advice that enhanced personal well being. The marketing manager at Boots was planning his sales promotion strategy for a line of professional hair-care products. The professional hair-care line consisted primarily of shampoos, conditioners and styling products (gels, wax, mousse, etc.) developed in collaboration with United Kingdom's top celebrity hairdressers. The marketing manager's challenge was to select one of three promotional alternatives - get three for the price of two, receive a gift with purchase or an on-pack coupon - for the Christmas season. He realized that the alternative he selected would have both immediate effects on costs and sales, but also long-term implications for the brands involved. His primary objective was to drive sales volumes and trade-up consumers from lower-value brands, while retaining or building brand equity.

Teaching Note: 8B05A22 (6 pages)
Industry: Retail Trade
Issues: Sales Promotion; Advertising Management; Brands
Difficulty: 4 - Undergraduate/MBA



CANDYM ENTERPRISES: FALLING SALES IN TERRITORY #61
June Cotte, Megan McCrae

Product Number: 9B04A014
Publication Date: 9/20/2004
Revision Date: 10/7/2009
Length: 9 pages

Candym Enterprises is a wholesaler specializing in producing, importing and exporting giftware, and selling these items through independent sales representatives. The president and founder has discovered that performance in one territory is falling. A major trade-show is approaching, and changes need to be made in the territory quickly. The president feels he has several options, including replacing an independent sales rep with a company sales rep, which would be a new strategy for the company. Learning objectives include understanding the pros and cons of salary-based relationship building, the importance of excellent customer relationship management, and recognizing that using distributors/independent sales reps has some risk.

Teaching Note: 8B04A14 (5 pages)
Industry: Wholesale Trade
Issues: Sales Organization; Sales Strategy; Compensation; Sales Management
Difficulty: 4 - Undergraduate/MBA


Chapter 19:
Pricing Concepts

SASKTEL
Elizabeth M.A. Grasby, Marsha Watson

Product Number: 9B09A009
Publication Date: 9/24/2009
Length: 9 pages

The executive committee of SaskTel had recently approved a proposal to launch its LifeState health monitoring system to the Canadian marketplace. The company's senior director of marketing must develop a marketing plan, including distribution and promotion, for the proposed product launch in six months' time. She will have to make decisions quickly in order to present a proposal to the executive committee within two weeks.

Teaching Note: 8B09A09 (13 pages)
Issues: Marketing Communication; Marketing Channels; Market Analysis; Market Strategy
Difficulty: 1 - Introductory



PETS.COM INC.: THE RISE AND DECLINE OF A PET SUPPLY RETAILER
Omar Merlo

Product Number: 9B09A021
Publication Date: 10/14/2009
Length: 16 pages

The case follows the rise and decline of Pets.com from its inception in 1994 until 2000. It starts with a look at the birth of Pets.com, followed by a discussion of the market, consumer behaviour and key competitors. It then focuses on Pets.com's business strategy and marketing mix. The case study provides the basis for class discussion of a number of key issues, including but not limited to a) the decision whether to enter a strategic partnership, b) the pursuit of an aggressive growth strategy, c) the design and management of the marketing mix, d) the use of aggressive communication and pricing strategies, and e) brand-building decisions. Pets.com is often cited alongside the Edsel, New Coke, Betamax and others as one of the biggest marketing blunders of all times. As such, students find it a fascinating story. The case study also asks students to reflect on some common challenges faced by organizations, such as entry and survival in a highly competitive market, how to deal with a dominant player, venture capital and entrepreneurial issues, business model design, brand management, marketing mix decisions, and the benefits and perils of a growth strategy. The case has been used successfully in the following courses: a) an MBA elective course dealing with popular marketing mistakes and failures, b) a postgraduate strategic marketing course dealing with growth strategies, c) a marketing management course at the undergraduate level focused on the design and management of the marketing mix, and d) a services marketing module at the undergraduate level on the topic of online marketing.

Teaching Note: 8B09A21 (13 pages)
Industry: Retail Trade
Issues: Marketing Mix; Business Growth; Online Retail; Market Strategy
Difficulty: 4 - Undergraduate/MBA



SY.MED DEVELOPMENT, INC.
Randle Raggio

Product Number: 9B09A010
Publication Date: 6/10/2009
Length: 20 pages

In March of 2001, the president of Sy.Med Development, Inc. (Sy.Med), a small health-care software firm, was concerned about his company's sales performance in the year-to-date. Nine units were projected, but only three had been sold. As a result, Sy.Med was 66 per cent below the president's unit forecast, 210 per cent below his net income forecast, and had lost $40,000. The president wondered whether a change to the base price of the software was necessary to boost sales. The case introduces the concept of value pricing, that is, pricing on the basis of value received by customers, not pricing on the basis of the cost of providing the product or service. The concept of value pricing at Sy.Med requires the simultaneous consideration of customer segments and sales force allocation in a high-tech setting. With careful calculation, students can determine the benefit to a particular customer of using the OneApp software. Some sensitivity analysis is required because not all practice sizes are equivalent, nor do they face the same labour costs. Although the pricing decision is the focus of the case, strategy (e.g. relating to customer selection, strategic focus) and sales force issues are inextricably linked to this decision. After the class discussion is complete, students should understand that pricing decisions cannot be made in isolation; the strategy and structure of the market must be considered. The case works well in the core MBA marketing course to introduce the concept of value pricing, and equally well in a course focused on pricing to emphasize the interrelations among organizational issues, the competitive market and the pricing decision. The case can also be used in an orientation program or as an introductory case to help train students in the art of preparing a quantitative case analysis.

Teaching Note: 8B09A10 (8 pages)
Industry: Health Care Services
Issues: Value Analysis; Pricing Strategy; Sales Organization; Sales Strategy
Difficulty: 4 - Undergraduate/MBA


Chapter 20:
Setting the Right Price

HANSON PRODUCTION: PRICING FOR OPENING DAY
June Cotte, Peter Famiglietti

Product Number: 9B10A011
Publication Date: 5/21/2010
Length: 14 pages

The president of production at Hanson Productions, an off-Broadway production company, was faced with the same situation for every Broadway production: where to locate, how many seats, what to charge and how to promote and market the production. There are three separate venues, with three separate value propositions to the studio, case and audience. While bigger means more seats and more revenue for each show, there is a capacity percentage that must be factored in to the decision due to the increased rental costs. Smaller venues may lead to higher capacity percentages, but ultimately leave money on the table. The ticket prices must be set for advance sales; any change in price after this period will effectively hurt future sales - more so if the price is discounted. Determining a promotion partner may lessen the risk of a potential failure, yet cost more profit and affect the recoup schedule.

Teaching Note: 8B10A11 (8 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Sales Forecasting; Pricing; Pricing Strategy
Difficulty: 4 - Undergraduate/MBA



TERRA BITE LOUNGE: PAY WHAT YOU WANT CAFÉ
June Cotte, Remi Trudel

Product Number: 9B09A013
Publication Date: 6/26/2009
Length: 4 pages

In April 2009, the founder and owner of Terra Bite Lounge was considering opening another location. The Terra Bite Lounge was a Kirkland, Washington café with no prices and voluntary payment. The owner believed that Terra Bite was a demonstration of a high level of honesty and trust, between himself and the customer. There were several considerations to evaluate in deciding to open a new location. Where should the new location be? The current location was in an affluent suburb but the owner believed that several types of neighbourhoods would be receptive. What types of consumer characteristics would best be suited towards this model of trusting that payment would be made? Is there anything that could be added to the current model to make Terra Bite more successful? He was careful to consider those changes or additions that were consistent with the current social trust component of the original Terra Bite model.

Teaching Note: 8B09A13 (4 pages)
Industry: Accommodation & Food Services
Issues: Marketing Management; Consumer Behaviour; Pricing; Market Segmentation
Difficulty: 4 - Undergraduate/MBA



INTELLIBYTE INC.'S EUROLOADER SOFTWARE
Niraj Dawar, Cameron Bramwell

Product Number: 9B00A023
Publication Date: 9/26/2000
Revision Date: 1/7/2010
Length: 10 pages

As cable operators across Europe go digital, they will require a means of remotely upgrading the applications software on subscribers' digital set-top boxes, using some kind of loader software to do so. Intellibyte Inc., a small Canadian software firm, has developed the only remote loader software that currently meets the specifications of the European Cable Communications Association. However, it must sell the software to manufacturers of set-top boxes before cable operators can use it. The competition is no more than two years behind. The president must decide among several pricing and positioning alternatives for intellectual property products in a complex industry.

Teaching Note: 8B00A23 (5 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: New Products; Intellectual Properties; Market Strategy; Pricing
Difficulty: 4 - Undergraduate/MBA


Chapter 21:
Customer Relationship Management

TEN THOUSAND VILLAGES OF CINCINNATI: THE FIRST YEAR AND BEYOND
Mary Conway Dato-on

Product Number: 9B10A008
Publication Date: 6/10/2010
Length: 15 pages

Ten Thousand Villages (TTV) is a nonprofit fair trade retail organization with a store located in Cincinnati, Ohio. During the store's opening and first two years of operations (2002-2004), Karen, the chair of the board of directors, and Cheryl, the store manager, struggle to develop a customer-focused plan to ensure sales increases for their unique operation. Marketing issues ranging from store location selection to inventory selection and promotion are presented. In addition to covering an alternative method of doing business - nonprofit enterprise - the case provides a platform for customer relationship management (CRM) implementation in a small, nonprofit environment.

Teaching Note: 8B10A08 (8 pages)
Industry: Social Advocacy Organizations
Issues: Not-For-Profit Marketing; Fair Trade; Retailing; Customer Value Segmentation
Difficulty: 3 - Undergraduate



MUSICJUICE.NET: THE CHALLENGES OF STARTING UP A NEW INTERNET VENTURE
Simon Parker, Rocky Liu

Product Number: 9B10A013
Publication Date: 5/21/2010
Length: 6 pages

MusicJuice.net is a new website designed to bring together musicians and a fan-base in order to raise finance for new bands. It enables musicians to bypass the large established record companies and their high royalty takes, while giving fans direct contact and involvement with exciting new acts. It is an example of a venture idea transported from one country (the Netherlands) and applied in a new and larger geographical setting (North America). The case illustrates the novel crowd-sourcing business model, which is designed to raise finance from customers rather than the entrepreneur. Most importantly, the case illustrates the challenges of starting new Internet ventures and the early stage founding issues that are involved. After a long and costly delay in establishing their website, the two founders of MusicJuice.net have struggled to generate any interest or even awareness amongst online musicians and fans, despite only limited competition from other players in the marketplace - a situation, which is already beginning to change. Students are asked what the entrepreneurs behind MusicJuice.net can do to raise awareness of their service and to generate enough customers to survive.

Teaching Note: 8B10A13 (8 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Internet; Competition; Dominant Designs; New Venture Challenges; Startups
Difficulty: 4 - Undergraduate/MBA



QUEST FOODS ASIA PACIFIC AND THE CRM INITIATIVE
Allen Morrison, Donna Everatt

Product Number: 9B01M011
Publication Date: 4/30/2001
Revision Date: 5/18/2017
Length: 15 pages

Quest Foods International is one of the world's largest manufacturers of fragrances, flavors and textures for the food, beverage and consumer products industries. Quest Foods' regional vice-president is in the process of implementing a business process re-engineering project for the company. His current efforts focus on developing an information technology-based customer relationship management (CRM) system that he believes could give the company a sustainable competitive advantage with customers in the region and throughout the world. His ultimate goal is to bring Quest to the next phase of e-business. Despite high ambitions, his initiatives are making little headway. Internal opposition to change is significant and some key customers are growing concerned that Quest's CRM plans might miss the mark. Faced with considerable time and resource pressures, he is wondering how to set priorities and where to focus his energies.

Teaching Note: 8B01M11 (13 pages)
Industry: Manufacturing
Issues: International Business; Leveraging Information Technology; Business Process Re-Engineering; Customer Relations
Difficulty: 5 - MBA/Postgraduate