session 11

session 11 - Administration Midterm is in class exam on...

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Administration Midterm is in class exam on 02/24/2010, Wed: One A4 cheat sheet with formulae is handed out on 02/17/2010. You are allowed to write down what ever you want on the back page of this formulae cheat sheet. 40 multiple choice questions, 75 minutes How can I do well in the exam? Read all lecture notes and make sure you understand it well and try to memorize some important concepts/points Read the cases and make sure you understand the class discussion and the notes for case discussion. Try to go through break-even practice questions on Blackboard None question is made specifically on videos played in class Additional office hours for midterm: This Thursday from 2:00-5:00 pm, this Friday from 2:00-5:00 pm Next Tuesday from 10:00-12:00 pm and 2:00-5:00 pm Or by email appointment
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Callaway: Main Problem What is overarching problem? Declining profits: From $132 in 1997 to net loss of $26 in 1998 Alternatively but less accurately, declining sales, declining market share, and declining margin More in general, it is a competitive problem in a maturing industry What frameworks do you want to use? 3C, STP, 4Ps, and integrated framework
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What is Callaway’s historical strategy (1988-1997)? Overall, CGC makes a truly satisfying product for the average golfers, not the professionals and make it pleasingly different from the competition. Target consumer – average golfers 1988 S2H2 Metal Woods: weight transfer concept 1991 Big Bertha Metal Woods: Large sweet spot 1995 Great Big Bertha Titanium: Titanium (thinner shells of this heavy material) Promotion – increase customer awareness through golf magazines, trade publications, TV( cartoons, celebrities, and spokespeople ), and word of mouth. Endorsement is a validation rather than cornerstone. Place
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This document was uploaded on 02/06/2011.

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session 11 - Administration Midterm is in class exam on...

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