Case study 1 - Homework assignment out of the class textbook. PDF

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Homework assignment out of the class textbook....

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I s a be l l aSa nt a na :Ma r k e t i n g1101-M&W 1 2: 15PM Ca s e1. 1 : Th eTa l eofNe wBe l gi u m Br e wi n g Que s t i onsf o rDi s c u s s i on 1 .Ho wha sNe wBe l gi um i mp l e me n t e dt hema r k e t i n gc onc e pt ? TheNBBha sputal otofwo r ki n t of u l fil l i n ga l la s pe c t soft hema r k e t i n gmi x .Thet e x t bookr e a d, “ Hebe l i e v e dhec oul dma nu f a c t u r ehi ghq ua l i t yBe l gi a nbe e r si nAme r i c a .Af t e rs p e ndi n gt i mei nt he Co l or a d oRoc ki e sde c i di n gt hev a l ue sa nddi r e c t i onsoft he i rn e wc ompa n y ,t het wol a unc h e dNe w Be l gi umBr e wi n g( NBB) . ”Bypr o pe r l yl ooki n gi nt ot hema r ke tf ort hi sne wpr oduc t ,c r e a t or sc o ul de ns u r e t ha ti tc oul dbebr a n de dpr ope r l ya ndpr omo t e de ffe c t i v e l y . Al t hou ghNBBbe e r sa r emor ee xpe ns i v e ,t h e i r q ua l i t yi smuc hb e t t e ra ndt hepr oduc ta sawhol ei ss e e nt obehe l da tahi g he rv a l ue .

2 . Wh a tha sKi mJ o r da ndonet oc r e a t es u c c e s sa tNe wBe l g i um? Ki mJ or da ni soneo ft hef e wf e ma l eCEOsi nt hec or por a t ewo r l da ndf oc us e sv e r ymuc hon p r omot i o nb ys t r e s s i n gc r e a t i vi t yi nt hede s i g na ndde l i v e r yofNBBBe e r s .De s pi t edr o ppi n gs a l e si nt he b e e ri ndus t r y ,t hec o mp a n yc ont i n ue st ogr o wt hr ou ghMs .J or da n ’ se ffe c t i v ema r k e t i n gs t r a t e gi e sr a n gi n g f r omt heq ua l i t ypr e s e nt a t i ono fho wt h ebe e r sa ppe a rvi s ua l l ya swe l la sc o mme r c i a lma r k e t i n gl i k et ha t o fADSont e l e vi s i on .The s ec o mme r c i a l spr e s e ntav a r i e t yofpot e nt i a lc ons ume r sa ndt husa ppe a l st oa l a r g ea udi e nc eofc ons ume r s .

3 . Ho wdoe sNe wBe l gi u m’ sf oc usons us t a i na bi l i t ya sac o r ev a l u ec on t r i but et oi t sc or por a t ec ul t ur ea nd s uc c e s s ? TheNBBf oc u s e si t sc or ev a l ue sba s e doffofi thumbl ebe gi n n i n g s . Th ebr e we r ys t a r t e ds ma l l whe r et hee nt r e p r e ne ur sp utal o toft i mea ndc a r ei nt op r omot i ona n dt h ede l i v e r yofahi ghq ua l i t y p r oduc t .Th ec ompa n yp a y st r i but et ot hi sa st het e xtc l a i me d,“ Thec omp a n y ’ sfir s tbe e rwa sna me dFa t Ti r ei nhonoro fLe be s c h ’ sBe l gi a nmount a i nbi ki n gt r e k.Fa tTi r er e ma i n soneofNBB’ smos tpopu l a r a l e s . ”Al t ho u ght hec ompa n yha se xp e nde dt obeoneoft het opbe e rs u ppl i e r st ot hema r ke tt he yf oc u son e t h i c a lt r e a t me n tt owo r ke r s ,t he i rc ommuni t y , a ndt heo v e r a l le n v i r onme nt .The i rbr e we r ywa st h efir s ti n t heUSt or unc ompl e t e l yonwi ndpo we ra ndmuc hoft hel e f t o v e rma t e r i a l sus e dt oc r e a t et he i rbe e ri s r e c y c l e di ns omewa y .Ev e ne x c e s swhe a ti sgi v e nt ol oc a lf a r me r sf o rt he i rc a t t l e . Thi sa ma z i n g l yg e nui ne b a c k gr ou ndo nt h ec ompa n yha sc on t r i but e dt oi t ss uc c e s ss i nc ec ons u me r sof t e nc a r epa s tt hepr oduc t , b uta l s oe v e r ys t e pofp r oduc t i one v e nupt ot hee t h i c a lt r e a t me n tofe mpl o y e e s .Apos i t i v er e p ut a t i onhe l ps t oi nc r e a s es a l e s . Ca s e1. 2 :Ca mpbe l l ’ sWa nt st os ho wy out heVa l ueo fSoupQue s t i onsf o rDi s c us s i on 1 . Ev a l ua t eCa mpbe l l ’ ss u c c e s si ni mpl e me nt i n gt hema r k e t i n gc onc e pt .

Ca mp be l lha sn otb e e na ss uc c e s s f ula si twa si n i t i a l l y .Al t hought h e i rpr oduc ti ss t i l lpr omo t e dt o h a v eagr e a tv a l ue , t h ec o mpa n ys e e mst oha v ebe e nt r o ubl ec on v i nc i n gc ons ume r si t ' swo r t ht he i rmone y . The ya t t e mp t e dt heus eofdi s c oun t e dpr i c e sa nds a l e st ogr a bt hea t t e nt i onofc o upone r sa ndpe opl e wi l l i n gt oe x pe r i me ntwi t hl i t t l er e s u l t s .The ya l s oa t t e mp t e dt or e a c ht hehe a l t h yma r k e tb yr e d uc i n g s od i umc on t e nta sc o ns ume r sha v ebe c omemor es e l f c on s c i ousa ndwe r el a t e runde rfir ewh e nt he y a t t e mpt e dt oe mpha s i z et a s t eb ya ddi n gt hes odi umba c ki na not he rma r k e t i n ga t t e mp t .Al t hou ght he r eha s b e e nr e s ul tt hr ou ghi Ad s , t hec omp a n ys e e msi tha sno tbe e ns uc c e s s f uli ni t sus eoft hema r k e t i n gmi x . Pr omot i on sa l t h oughgi v e nwe r euns uc c e s s f ul ,p r i c ea ndpr omo t i onwo r k e dt o g e t he ra ndno wt hec omp a n y s e e mst ob et a ki n gabr e a kf r o md i s c ounti nor de rt opu s ht ha tt hei t e mi swo r t hmo r e ,a ndt hepr o duc ti s e a s i l ya v a i l a bl ea ndc ome si nav a r i e t yoffla v or s .

2 . Ho wwo ul dy o ude fineCa mpb e l l ’ st a r g e tma r k e tf ors o up ? Al t hou ghCa mpb e l li sa t t e mpt i n gt oa ppe a lt oMi l l e nni a l sa ndHi s pa ni c s ,t hou ghha v ebe e nl e s s t ha ns uc c e s s f u l . The ya r er e a c hi n gt hei nt e r e s t sofmor emi l l e nni a l st hr ou ght heus eofi Ad swhi c ha r e v i s i bl et oa l li ndi v i dua l swi t ha nAppl epr od uc t( ma n ybe i n gt hey oun g e rg e ne r a t i ona st hi se r as e e mst obe f oc us e dont e c hnol o gy) .No tonl yt hi s ,butt h ey o u t hi smor el i k e l yt ot r you ts ome t hi n gne wi nt hema r k e t s ot heCa mp be l l ’ sa r ef oc us e dona dd i n gne wfla v or st ot he i rc ol l e c t i on.

3 . Ho wi sCa mp be l l ’ st r y i n gt oi nc r e a s et hec u s t ome r ’ spe r c e i v e dv a l ueofi t ss oup? Ca mp be l li sc ha n gi n gt hep a c ka g i n goft he i rs oup sb ymi ni mi z i n gt h el o g oa nde mpha s i s i n gt h e c ont e nta n dq ua l i t yoft hepr oduc t .I ni t i a l l yt hec omp a n ywa sha v i n gs a l e sa ndp r omo t i o nst ot r yt opus h f orc o ns ume r st opur c h a s emor eo ft hes oupsbutwe ntba c kont hi sma r k e t i n gme t hoda st he ywa nt e dt o e mp ha s i z et heo v e r a l lv a l ueo ft h ep r oduc tb ys ho wi n gi t swo r t ha tf ul lpr i c e .Somec ons ume r sa r epu s he d a wa yb ys a l e s( a l t hou ghf e wa r e )b e c a us et h e yma ya s s umet hev a l ueoft hei t e mi sl o wbe c a u s eoft h e p r omot i o n .Ot he r sa r emor ee x c i t e dt os e eapr omot i ona ndwi l ll i k e l ybu ymor ea sar e s u l t . Eg: Co a c hne v e rg oe sons a l ea ndi ss e e na sHi ghVa l ue . Wa l ma r tl i v e so ns a l e sa ndi spe r c e i v e da sLo w Va l ueb ys ome ....