This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: CASE RECOMMENDATIONS GUIDE Before you can make any recommendation, you need to analyze the case. Sections I – III has guide questions that will help you in your analysis. You may not be able to answer all of these questions, since the information you have is limited to what is provided in the case. Our cases focus on sales promotions, so think about how the answers to these questions affect the sales promotion decision. Section IV provides an outline for your recommendations. At the very least, your submission should contain all the elements of Section IV. I. Problem Identification a. What problem/dilemma is the manager facing? II. Situation Analysis: a. Nature of Demand • What is the nature of the purchase decision process? Discuss with your group mates your beliefs and assumptions of the market. • Who, what, when, where, why, and how are purchases made? What are their implications for the marketing programs? For sales promotions programs? • How is the market segmented? b. Extent of Demand • What is the size of the market now and in the future (is the market growing)? • What are the current market shares? c. Nature of Competition • How many competitors are there? • Are there opportunities for new competitors? • Do competitors have a history of retaliation? Especially with sales promotions? d. Environmental Climate • What are the relevant social, political, economic, and technological issues affecting the product? • Do these factors present an opportunity or problems? • Can the company take advantage of these trends by using sales promotions?...
View Full Document
This document was uploaded on 11/04/2011 for the course MKTG 443 at S.F. State.
- Fall '11