Marketing Planning: Case Study Name: ______

Marketing Planning: Case Study Name: ______

Date: ______

Exercise / Reader Chapter / Case
1 / 1 / Macy’s: Developing Marketing Plan to Target Bridal Market

Complete the table below. Use your best judgment if the data is not given explicitly in the case.

Section / Comments
I. Executive Summary / How would you summarize the plan? (Do this section last)
II. Situation Analysis / Conduct a PEST analysis for Macy’s:
Political
Economic:
Social:
Technological:
Conduct a SWOT analysis for Macy’s:
Strengths:
Weaknesses:
Opportunities:
Threats:
III. Customer Analysis / Conduct a STP analysis for Macy’s:
Segmentation: What different segments do department stores address?
Targeting: Which segment is Macy’s targeting?
Positioning: How is Macy’s positioning itself to address the target segment?
IV. Objectives, Market Potential, Forecast / State Macy’s objective in SMART format:
Example: Increase sales of Q9 cosmetic in 40-50 segment (Specific) by 10% (Measurable) with existing stores (Achievable) with no cuts to existing marketing resources (Realistic) by the end of the calendar year (Time-based).
Specific:
Measurable:
Achievable:
Realistic:
Time-Based:
V. Marketing Strategy / What would you recommend for Macy’s 4P Marketing Strategy?
Product (Which merchandise should they carry?)
Price (How should they price the merchandise?)
Place (Which distribution channels should they emphasize to sell the products?)
Promotion (How should they promote the merchandise?)
VI. Finance & Control / What financial metrics could you use to monitor Macy’s performance?
VII. Recommendations / What are your top 3 recommendations for Macy’s?

Marketing Planning: Case Study Name: ______

Date: ______

Exercise / Reader Chapter / Case
2 / 2 / Song: Delta Airlines Subsidiary to Meet Airline Industry Challenges

1. Complete the table below, describing the characteristics of the passenger airline industry.

Characteristic / Comments
Life Cycle
Size
Growth
Cyclicity
Seasonality

2. Complete the table below, discussing the 5 forces of the Porter industry attractiveness model.

Force / Comments
Power of Customers
Power of Suppliers
Power of Substitutes
Threat of New Entrants
Rivalry

3. Conduct a PEST analysis for the passenger airline industry.

PEST Component / Comments
Political
Economic
Social
Technological

Marketing Planning: Case Study Name: ______

Date: ______

Exercise / Reader Chapter / Case
3 / 3 / Subaru: Quirky Brand in a Highly Competitive Market

1. Conduct a brief company analysis on Subaru using the table below.

Characteristic / Comments
Identity/ Focus
Go To Market
Value Proposition
Strengths
Weaknesses
Opportunities
Threats

2. Complete the competition identification grid below for Subaru.

Level / Comments
Direct Competitors
Indirect Competitors
Need-based Competitors
Budget Competitors

3. Complete the competitive comparison table below.

Level / Subaru / Toyota / Pick any: Kia, Nissan,..
Positioning
Target Market
Differential Advantage
Value Chain Element Emphasized
Predicted Strategy

Marketing Planning: Case Study Name: ______

Date: ______

Exercise / Reader Chapter / Case
4 / 4 / Bliss: Day Spa Catering to Consumers
EATON: Industrial Goods Company Selling to Variety of Businesses

1. Complete the table below describing the attributes of the typical Bliss day spa consumer.

Attribute / Comments
Who buys Bliss services?
What does the consumer buy?
Where do they look for information?
When do consumers buy day spa services?
Why do consumers select a certain spa?
How is the decision made to select Bliss?

2. Describe how the attributes below influence the consumer’s decision to purchase Bliss day spa services.

Attribute / Comments
How does culture influence decision?
How do social groups influence decision?
How do personal values influence dec.?
What motivates a person to buy Bliss?
How do consumers perceive Bliss ads?
How do consumers remember Bliss ads?

3. One of the many products EATON makes is circuit breakers for electrical panels in commercial buildings. Commercial buildings are generally maintained by property management firms, who employ the following people: Building supervisor, Maintenance person, Maintenance engineers, Managers, Vice Presidents, and Buyers. Who all would be involved in selecting an EATON breaker and how would you market to them?

Role in Decision / Title of Person / Marketing Approach
Initiator: Person who identifies need
User: Person who actually uses product
Influencer: Person who provides information
Decider: Person who decides requirements
Approver: Person who authorizes purchase
Buyer: Person who executes purchase

Marketing Planning: Case Study Name: ______

Date: ______

Exercise / Reader Chapter / Case
5 / 5 / Marriott: Segmentation of the Hotel Market
Nextel: Positioning in the Cell Phone Carrier Market

1. Identify segments of the hotel market using the segmentation approaches shown in the table below.

Approaches / Segments
Geographic
Demographic
Psychographic
Behavioral

2. Identify different positioning approaches for the cell phone carrier market. State example companies for each approach such as Verizon, AT&T/Cingular, T-Mobile, Sprint, Nextel, Virgin, Boost, and Metro PCS.

Approach / Positioning Concept / Example Company
Usage / Example: Position as “Pay As You Go”, where consumers pay only for the minutes they use. / Example: Metro PCS Prepaid
(Other carriers also sell prepaid plans)
Attributes
Classes of Users
Away from Competitors
Niche
Geography
Benefits

Marketing Planning: Case Study Name: ______

Date: ______

Exercise / Reader Chapter / Case
6 / 6 / Market Demand & Sales Forecasting Exercise

1. The table below summarizes NAICS information for four potential markets for searchlights. The table also shows how much each market has spent on searchlights in the past, as a percentage of total revenue. Estimate the total market demand using the market buildup method

NAICS Code / Description / Total Revenue / Searchlight Spending
488119
512110
441120
336611 / Airport operations
Motion picture production
Used auto dealers
Ship building & repair / $3,250,155
$20,152,091
$34,680,468
$10,542,961 / 4% of total revenue
2% of total revenue
1% of total revenue
3% of total revenue
Calculations

2. Estimate sales for 2010 using regression analysis and the historical sales data given in the table below:

Year / Sales
2001 / $400
2002 / $500
2003 / $700
2004 / $1,000
2005 / $1,500
2006 / $2,000
2007 / $1,900
2008 / $2,500
2009 / $2,800
2010

Marketing Planning: Case Study Name: ______

Date: ______

Exercise / Reader Chapter / Case
7 / 7 / eGo Bikes: Going Green with Product Strategy
DSSI and Gulf Power: Price Discrimination for Electric Power

1. Evaluate eGo’s efforts using the Building Product Brands criteria in the table below.

Brand Criterion / Efforts to Build Product Brand
Identity:
Who is brand?
Elements:
How do I recognize it?
Communication:
How do others know?
Distribution:
Where to I buy it?
Management:
How brand managed?

2. Evaluate Gulf Power’s pricing strategy, where Gulf uses the DSSI meter system to increase electricity prices at peak demand times (hot Florida afternoons) and less at low-demand times (late at night).

Element / Comments
Objective:
What is Gulf Power’s pricing goal?
Sensitivity:
How does demand vary?
Costs:
How are Gulf’s costs determined?
Competition:
What competitors does Gulf Power face?
Pricing Method:
What method did Gulf decide to use?
Setting the Price:
How does Gulf Power set its price for power?

Marketing Planning: Case Study Name: ______

Date: ______

Exercise / Reader Chapter / Case
8 / 8 / Hasbro: Distribution Channel Strategy for Games & Toys
Motorola: “Moto” Cell Phone Advertising Campaign

1. Assess Hasbro’s channel strategy using the evaluation grid below.

Criterion / Channel Strategy Assessment
Push: How are channels targeted?
Pull: How are consumers targeted?
Channels: What types of channels are used? Retail, outlet, Internet..
Channels: What levels of channels are used?
Intensity: Is distribution exclusive, selective, or intensive?
Conflict: How is channel conflict avoided?

2. Assess the effectiveness of the various communication vehicles used in Motorola’s “Moto” campaign.

Criterion / Channel Strategy Assessment
Advertising
Sales Promotion
Events
Public Relations
Internet
Word of Mouth
Personal Selling

Marketing Planning: Case Study Name: ______

Date: ______

Exercise / Reader Chapter / Case
9 / 9 / Dunkin’ Donuts: Monitoring Growth of a Popular Franchise

1. Indicate how the following finance and control instruments could be used to monitor and control Dunkin’ Donuts’ expansion into overseas markets.

Instrument / Usage to Monitor Financial Integrity During International Expansion
Start-Up Costs
Break-Even Point
Pro Forma Profit and Loss
Pro Forma Balance Sheet
Marketing Budget
Financial Ratios
Control Charts
Dashboards

2. Develop several negative scenarios that might occur during Dunkin’ Donuts’ overseas expansion, as well as contingency plan actions and triggers if those scenarios were to occur.

Negative Scenario / Contingency Plan Trigger / Contingency Plan Actions