Week 12

Topic: New Product Development and Product Life-Cycle Strategies

Date: Dec 8, 2009
Time: 6:30-9:20pm
Classroom: TR 510

Agenda

6:30-7:00pm Presentation of group project progress
Each team gives 5 minutes to brief project progress and plan.

7:00-8:00pm Case Study for Zara
Presentation by Mr. Vincent Laban, Mr. Wijaya Henky and Mr. William Adarne.
1. Describe how Zara is creating values for its customers as well as well as for itself?
2. Based on the factors of “Consumer Buyer’s Behaviors”, please illustrate the marketing efforts made by Zara. And how did they work for Zara to achieve its objectives?
3. According to your marketing segmentation analysis, which segments is Zara targeting at? Describe these market segments with relevant supporting points.
4. Using marketing mix to explain explicitly how Zara has become a fast-fashion brand and leading position in clothing and fashion industries?
5. If you were the head of marketing to Zara, what marketing efforts will you utilize to ensure its growth rate? 

8:00-9:20pm New Product Development and Product Life-Cycle Strategies (Updated)