Claudia I. Martinez Marketing Management Professor Trevino 1 April 2014 Chapter 6 1. Consider the challenge for Eclipse Aviation as it creates a market for its ultra efficient Eclipse 500 minijet. Seating up to four people and costing $1 million to $2 million, it is substantially cheaper and smaller than today’s corporate jet. Who are the competitors for Eclipse as it enters the small-jet market? What criteria would you use to define the competitive set for Eclipse? 2. The owner of a successful, family-owned Italian restaurant in your city has called and asked if you would help with the marketing of the restaurant. The average meal price is about $30 per person includinga bottle of wine. The owner takes great pride in the family restaurant and tells you the restaurant has no competitors. How would you respond? How would you define the competitors for the restaurant? 3. You are the owner of a successful chain of tea shops called Grace’s Teas located in the Northeast. With 15 shops in Boston and 20 in New York, the company has developed a strong local following of devoted tea aficionados. The company’s target market tends to be wealthy professional women who enjoy a social experience with friends as well as moms and daughters who book birthday parties and small social events.This follows a trend nationally of growing interest in local tea shops. Who might be considered potential new competitors to this and why? What strategic options might the owner of Grace’s Teas consider dealing with potential new competitors?
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- Marketing, Claudia I. Martinez, Professor Trevino