The group that you join will discuss with a minimum of one paragraph their thoughts on the
case among group members. The group is required to comment on each others thoughts
every week as well.
You will make at least
MKTG 480/680 International Marketing
Course Case Studies
Each case is available via Harvard Business Review (www.hbr.com). The individual price is listed by each link
(usually $14 or $8.95 each). Total for all case studies if purchased individ
Principles of MIS
Week 2 online discussion
1.) Chobani is a yogurt company which created both a new product and a unique customer loyalty
program. The company formed because of American consumers taking an interest in pro
Some of the cash flow generated by firm goes back to the financial markets in the form of
dividends and debt payments
In a large corporation, the financial manager is primarily responsible for: (1)Long-term
investment decisions, (2)Financial asp
Q1: What marketing actions would you expect Yoplait and Dannon yogurts to take in response
to Chobani's appearance, and how do you think Chobani would respond?
I expect Yoplait and Dannon to take a similar approach that Chobani has started. I can
1. What are Red Bulls greatest strengths and risks as more companies (like
CocaCola, Pepsi, and Monster) enter the energy drink category and gain market
Red Bulls greatest strength is that they are have built such a strong global
Module 3 Intuit
1. Elaborate on Intuits use of customer research. Why did it work so well for the
Intuit excels at giving the customer what they want, information which is gathered
through excellent customer research. They utilize a variety of re
1. Evaluate American Express in terms of its competitors. How well is it
positioned? How has it changed over time? In what segments of its business does
American Express face the most competition?
Prior to the 2007/2008 recession
With a portfolio as diverse as Googles, what are the companys core band values?
Mission Dont be evil good guys
1. Focus on the user
2. Do one thing really well
3. Fast is better
4. Democracy works
6. You can make money hon
Product Design & Process Selection
o Product design the process of defining all of the companies product
Product design must support product manufacturability (the ease with
which a product can be made)
Product design defines a products
o Capacity has a cost, whether it is used or not
Capacity is the maximum output or producing ability of a machine,
person, factory, etc.
Capacity can be measured in physical terms
Measure of the amount of work done
o ISO 9000
Meaning of Quality
degree of excellence of a thing
American Society for Quality
totality of features and characteristics that satisfy needs
Consumers and Producers Perspective
o Meaning of Quality:
Operations and Supply Chain Strategies
o Be able to:
Explain the relationship between business and functional strategies
and the difference between structural and infrastructural elements.
Describe some of the main operations and supply chain decision
Basics of Lean
o How to See and Eliminate Waste
Slides courtesy of Doug Fingles, MERC
Lean is not an acronym
It means to do more with less waste
Most processes in North America are 95% waste
Actual hands-on time is only 5%
The largest pro
o Principles of Forecasting
Many types of forecasting models that differ in complexity and amount of
data & way they generate forecasts:
Forecasts are rarely perfect
Forecasts are more accurate for grouped data than for individual items
o Process Thinking
The Process View of Business
Measuring Process Flows
Measuring Process Flows at Pizza U.S.A.
Process-Flow Analysis as Asking Questions
Business Process Reengineering (BPR)
o Process Thin
New Service Development and Process Design
Levels of Service Innovation
Major Innovation: new service driven by information and computer
Start-up Business: new service for existing market
New Services for the Mar
Master Production Schedule
o Provides basis for:
Making good use of manufacturing resources
Making customer delivery promises
Resolving tradeoffs between sales and manufacturing
Attaining strategic objectives in the sales and operations plan
o What i
Perform Function Operations & Composition
o What is the difference between a power function and a polynomial equation?
o What operations can be performed on functions?
o What is a composition of two functions?
o How is a composition of functions evaluate
What is a Supply Chain?
o A supply chain is the system of organizations, people, activities, information and
resources involved in moving a product or service from supplier to customer.
Supply chain activities transform raw materials and components into
o Scheduling Operations
Companies differentiate based on product volume and product variety
Differentiation affects how the company organizes its operations
Each kind of company operation needs different scheduling techniques
o What is quality improvement?
o Why is it important to the resident?
o To the practicing physician?
o How does QI relate to Patient Safety?
Competency Questions in your PIF
o List the activities in which residen
o Independent demand finished goods, items that are ready to be sold
E.g. a computer
o Dependent demand components of finished products
E.g. parts that make up the computer
o Types of Inventories
Raw materials & purchased parts
o Questions Faced By Consumers
Are veggie burgers actually healthy?
What makeup should you use to get an even skin tone?
Do I get any useful benefits from spending more than $125 on a digital
Should I get a make-over? What a
Global marketers consider the world as their market and different country
markets as components of this world market
o Defining Global Marketing
AMAs Definition of Marketing:
Marketing is the process of planning and executi
o After studying this chapter, you should be able to:
Explain the functions and key activities of marketing channels.
Discuss the role of intermediaries in marketing channels.
Distinguish between direct and indirect marketing channe
Direct and Online Marketing: Building Direct Customer Relationships
o The New Direct-Marketing Model
Direct marketing consists of direct connections with carefully targeted
individual consumers to both obtain an immediate response and cultivate
DEVELOPING A MARKET STRATEGY
o Marketing strategy
o Significant differences
o Common characteristics
o Differentiating Market Segments
Marketing Strategy the way marketing activities are planned and
coordinated to achieve an organizations goal.
Whereas advertising gives a reason to buy, SP gives an incentive to buy
It is part of the Marketing spend of all companies and these days SP spends in
many companies exceed that of the adspends