Business: Marketing and Soft Drink Industry Essay

Q. 1 How would you characterize the dip category in general? Q. 2 How might the dip category be segmented? Q. 3 What is Frito Lays Competitive Position within the segments it pursues? Q. 4 What sales volume and food market share(s) will be required of the dip line to preserve its meshing contribution given budgeted promotion expenses? Q. 5 What are the pros and cons of snap upkeep on the chip dip segment? Q. 6 What are the pros and cons of focusing attention on the vegetable dip segment? Additional Suggested Readings for this courting a) Edward M.Tauber, (1988) Brand Leverage Strategy for Growth in a Cost-controlled military man Journal of Advertising Research, Sept-Oct, pp. 26-30 b) Peter H. Farquhar et. al. (1992) Strategies for Leveraging Master Brands, marting Research, Sept. , pp. 32-43. ******************************* Ch. 5 Proctor and Gamble, Inc Scope Pg. 173 Q. 1 What signifi fuelt changes have occurred in the Canadian mouthwash market in the last three years? Q. 2 How would you evaluate the performance of scope in the past three years? Q. 3 What are the pros and cons of the options available for scope? Q.4 Prepare a Marketing plan for the forthcoming year. ******************************* Ch. 6 Cadbury Beverages, Inc Crush brand Pg 249 Q. 1 How would you characterize the carbonated soft drink industry in the US? Q. 2 How would you exposit the changes in the orangeness category during the period 1985 to 1989? What can be learned from these changes? Q. 3 What is Cadbury Beverages relative competitive property in the U. S. soft drink industry? In the orange categody?Q. 4 found on your assessment of the soft drink industry, the orange flavored category, and the competitive placement of Cadbury beverages and orange crush, what is your recommendation for stead orange CRUSH? Q. 5 What objectives should be set for CRUSH advertising and promotion program? What strategies should be engage?Q. 6 How much should be spent for advertising and promo tion to relaunch orange CRUSH? Extra Clues For Case Analysis 1) Do not leave out the actual size of the orange category. Remember the total market is 2. 5 times supermarket volume. Further, Do not everywherelook the notion of served market. This is big since orange CRUSH has the lowest (bottler) market coverage of the major competitors.2) Your recommendations relating to positioning and advertising / promotion programs should be ration completelyy thought out establish on careful articulation of industry and product-market dynamics, competitive behavior, and the concentrate maker price-cost structure. ******************************* Ch. 7 Dell estimator Corporation The Higher Education Market Pg 316 Q. 1 How would one characterize Dell Computer Corporation? Q. 2 From where does ESL Business Unit obtain its revenue? Q. 3 How would one mark the higher education market for computers? Q.4 How well does Dell Computers marketing approach fit the higher education market? Q. 5 What should Dell Computer do and Why? ******************************* Ch. 8 southwesterly Airlines Pg 393 Q. 1 How would you characterize the US Airline industry in the beforehand(predicate) 1990s Q. 2 How can the economics of the airline industry be used to exempt the performance of individual airlines and the industry as a whole? Q. 3 How is it that south-west Airlines has been able to consistently grow and attain in the US passenger airline industry? Q. 4 How would you describe Uniteds goals, objectives and schema for Shuttle by United?Q. 5 How has Southwest Airlines responded to the Shuttle by United initiative? What assessments can be made about Southwests market and financial position on competitive routes based on 1994 Fourth Quarter Results? Q. 6 Based on your assessments, how would you interpret Uniteds decision to a) abandon Shuttle by United operate for the Oakland-Ontario market, and b) raise the one-way bye up first class and coach fare on all 14 Shuttle by United routes by $10. 00? Q. 7 How should Southwest Airlines Respond, if at all, to the Shuttle by United decision to change its service and price?Why? ******************************* Ch. 9 Amazon. com Winning the Online Book Wars pg 495 Q. 1 Amazon. com is a retailer. How, in general, do retailers generate revenues and profits and grow and compete? Q. 2 Describe the nature of competitive rivalry in e-commerce retailing for consumer products in early 1998. How do e-commerce retailers (e-tailers) compete, thrive and survive? Q. 3 How would you describe amazon. coms customer value proposition, distinctive competency and core marketing strategy? Q. 4 Can amazon. com tweak its business model to make a profit on book sales in 1998?What can the fraternity do? Q. 5 How can Amazon. com grow profitably? What strategy do you recommend for a two- to five- year horizon? ******************************* Ch. 10 Pharmacia & Upjohn Inc Rogain Hair Regrowth give-and-take Pg. 560 Q. 1 How would you ch aracterize various interferences for balding? Why do community use these treatments? Q. 2 How effective is minoxidil as a treatment for balding and for whom? Q. 3 How will the buying process for non-prescription minoxidil protest from the buying process for prescription rogaine? Q. 4 Describe and explain the U. S. sales performance of Rogaine through 1995.Was the marketing objective of maximizing sales of Rogaine in the US market achieved? Q. 5 How hard-nosed is the belief, expressed by Pharmacia & Upjohn Officials, that non-prescription Rogain (minoxidil) sales of $1 billion were possible over five years given the marketing program for the brand? Q. 6 How might the loss of U. S. patent protection and marketing exclusively enjoyed by Rogaine since its introduction and competition from generic products affect sales of the Rogaine brand? Q. 7 Will the U. S. marketing strategy developed for non-prescription Rogaine prior to the FDAs recent rulings need to be modified? If so, how?