MARKETING MANAGEMENT Dr.

Bruno Cignacco
CASE 1 BENETTON 1) Which are the main threats faced by Benetton in the fashion market? 2) Please explain how Benetton adapted its strategy to the changing competitive market. Give examples

CASE 2 NIVEA `1) Please state the advantages perceived by Nivea regarding international markets

2) Comment about the different internationalization strategies carried out by Nivea. What are their main strengths?

CASE 3 INTEL 1) What are the different factors that contributed to Intels success? 2) How did partnerships impact on customers perception about Intel company?

Case Google 1) What is the value offered by Google to advertisers and customers? Why is Google customer oriented? Justify. 2) What are the different means that Google uses to obtain information about the context? What is the main purpose of obtaining this information? How can these data be used to improve the relationship with the stakeholders?

Star Wars 1)What was the main shortcoming of the predictions over Star Wars? Explain how they could have been avoided. 2) Relate this case to the concept of customer focus

Tesco 1) How did Tesco increase the value offered to customer over time? Give examples 2) What are the main purposes of Clubcard? Explain 3) What is the main internationalization strategy carried out by Tesco?

Case Orange 1) What are the main threats and weaknesses faced by Orange? 2) Indicate the main aspects of positioning of Orange. How can they be improved? 3) Suggest some ways to add some value to Orange offerings

Yahoo

1)Describe the main strategies implemented

by Yahoo. How did they add value to customers?

2)Suggest some ways to add some value to

Yahoo offerings

Case Yves Saint Laurent 1) What are the main aspects of value of these products?

2) What are the main characteristics of their positioning strategy?

3) Can you deduct some aspects of their segmenting strategy?

4) What was the benefit of Gucci Group acquiring YSL?

LEGO 1)Explain the main aspects of the research instrument used by Lego company for gathering information about the costumers 2)What are the main drawbacks and advantages of that instrument?

3)Suggest other research instruments that can be used by Lego. Give specific examples.

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TOYOTA 1) What are the main competences of Toyota? 2) What is the segmentation strategy used by that company? 3) What are the main aspects of differentiation regarding Toyotas products?

Toyota 2 1) What type of product is sold by Toyota (according to the categories given by Kotler)? What type of services should be provided in relation to these products? 2) What are the different strategies of distribution and pricing that can be used by Toyota?

DOVE COMEDY TOUR 1) What is the value added by Dove throughout their communication strategy? 2) What are the advantages and disadvantages of that approach?

3) What other strategies can be carried out to add value to customers?

BRITISH GAS 1) Why is communication integrated?

British

Gass strategy

2) What other ways of adding value can be used by this organisation?

BRITISH AIRWAYS 1) Why is BA customer focused? 2) How can its positioning strategy be defined? Explain how that strategy adds value to customer.

3) What other strategies can be used by that company?

STARBUCKS 1) How does Starbucks add value? 2) What are the main aspects of positioning?

3) What is the relationship of this company with the stakeholders?

1) Comment about the characteristics of distribution channel used by eBay. Highlight the main advantages and shortcomings of this type of distribution channel.

2) What are the main eBays member functions?

3) Does e-Bay have a customer driven philosophy? Justify.

Cadbury

1) Is Cadbury part of a network? Justify.

2) What are the main channel-management decisions made by Cadbury?

3) What is the type of channel power regarding Cadbury?

Museums in France 1) What are the main advantages and disadvantages of art museums being free? How does this affect the value of those services? 2) Suggest two or more strategies for setting prices for the museums. Justify Explain how they affect the organisations revenues.

3) What kind of partnerships are museums being able to engage with regarding the aspects of pricing?

Apple Shops 1)What are the main advantages (economic, marketing, technological, image, etc.) of setting up Apple shops? What market segments are these shops focused on? 2)What is the additional value provided by these shops as compared with common intermediaries? 3)What other creative distribution strategies could be used by Apple?