Week 7

Topic: Managing Marketing Information
Date: Nov 3, 2009
Time: 6:30-9:20pm
Classroom: TR-510

Class Notes (updated)

Agenda:

6:00-6:30pm
Early bird session: group discussion on how does AC Nielson become the leading marketing research company?

All teams are required to come up with answers to those questions given and share your findings in the class.

6:30-7:00pm ZIBA Design, a design company who is excellent at capturing customer insight as well as creating values for its customers.

7:00-8:20pm Managing Marketing Information

8:30-9:20pm Case Discussion
Enterprise Rent-A-Car, Measuring Service Survey

Questions to Discuss:
1. Analyze Enterprise's Service Quality Survey. What information is it trying to gather? What are it's research objectives?
2. What decision has Enterprise made with regard to primary data collection-research approach, contact methods, sampling plan, and research instruments?
3. In addition to or instead of the mail survey, what other means could Enterprise use to gather customer satisfaction information?
4. What specific recommendations would you make to Enterprise to improve the response rate and the timelines of feedback from the process?

Homework for individual (via email and due by 6:30pm, Nov 4)

What specific recommendations would you make to Enterprise to improve the response rate and the timelines of feedback from the process?

Week 6

Topic: Analyzing Market Marco-Environment
Date: 10/27/2009
Time: 6:30-9:20pm
Classroom: TR-510

Lecture Notes

Agenda:

6:00-6:30pm
Early bird session: group discussion
Each team may hold 30 minutes of group discussion on the case "Prius: A Leading Wave of Hybrids".
http://www.youtube.com/watch?v=1mdMD_ppm0I
All teams are required to come up with answers to those questions given and share your findings in the class.

6:30-7:00pm Market Marco-Environment

7:00-8:00pm Case Discussion
Prius, A Leading Wave to Hybrids

Prius Generation I: Not so welcome (Top Gear test drive)
Prius Generation II: A great success (AutoMedia.com)
Prius Generation III: A great hit (Viki's test drive)
Prius' Killer: Honda Insight Part 2(Motor Trend)

Questions for Discussion:
1. From SWOT analysis, are we able to establish our marketing strategic plan? How?
2. What are the key technological factors to make Hybrids more successful?
3. What segment that Prius is targeting at? Why?
4. What do you think of Hybrid car? a marketing term? or it does have its value to the customer? Why or why not?

Homework:
Teamwork: Based on macro-environmental factors, give a formal presentation of marketing proposal for “YOUR” Hybrid car.

8:00-8:10pm Break

8:10-9:20pm Presentation
Marketing Proposal for Your Company's Hybrid Car
(10 minutes presentation for each group and take questions)

Week 5

Topic: Analyzing Market Environment
Date: 10/20/2009
Time: 6:30-9:20pm
Classroom: TR-510

Class Notes:
1. Analyzing Market Environment

2. Prius, A Leading Wave of Hybrids

3. Dunkin' Donuts

Agenda:
6:00-6:30pm Early bird session: group discussion
Each team may hold 30 minutes of group discussion on the case "Prius: A Leading Wave of Hybrids".

http://www.youtube.com/watch?v=1mdMD_ppm0I
All teams are required to come up with answers to those questions for discussion and share your findings in the class.

6:30-7:00pm Case Discussion

Video case: Live Nation(video will be played in the class)

Questions:

1. What's Live Nation's Mission?

2. Base on the product/market expansion grid, provide support for the strategy that Live Nation is pursuing.

3. How does Live Nation's strategy provide better value for customers?

7:00-8:00pm Case Discussion

Prius, A Leading Wave to Hybrids

Questions:
1. SWOT of Prius/Toyota

2. Outline the major macro environmental factors that have affected Prius sales. How well Toyota dealt with?3. Evaluate Toyota’s marketing strategy. Pros and Cons.
4. Do you agree the future of Prius is very green? And why?

8:00-8:10pm Break

8:10-9:20pm Case Study

Dunkin' Donuts

Questions:

1. Evaluate Dunkin’ Donuts using the 5Cs4Ps framework–Compare and contrast DD and Starbucks.

2. What is DD’s competitive advantage vs. Starbucks’?
3. What is DD’s value proposition and positioning strategy compared to Starbucks’?
4. How does DD promote its products?

Week 4

Topic: Introduction to Marketing Framework
Date: 10/13/2009
Time: 6:30-9:20pm
Classroom: TR-510

Agenda:
6:00-6:30pm Early bird session: group discussion
Each team may hold 30 minutes of group discussion on the case "Starbucks Coffee: Where Growth Is Hot-But Boiling Over?". All teams are required to come up with answers to those questions for discussion and share your findings in the class.

6:30-7:00pm Case Discussion

Topic: Company and Marketing Strategy

1. Company-wide Marketing Strategy

2. Planning Marketing

3. Company Portfolio

4. Marketing Mix

Case: Live Nation

Questions:

1. What's Live Nation's Mission?

2. Base on the product/market expansion grid, provide support for the strategy that Live Nation is pursuing.

3. How does Live Nation's strategy provide better value for customers?

7:00-8:00pm Lecture

Topic: Introduction to Marketing Framework

Outlines:

1. Marketing analysis: 5Cs

2. Segmentation, targeting, positioning

3. Marketing mix: 4Ps

4. Customer acquisition and retention

8:00-8:15pm Break

8:15-9:20pm Case Study

Starbucks Coffee: Where Growth Is Hot-But Boiling Over?

Video 1: McDonld's commercial
http://www.youtube.com/watch?v=IvyMkGeQ3R0

Video 2: Starbucks commercial
http://www.youtube.com/watch?v=xfOPYsk6nf4

Questions for Discussion:
a. Describe Starbuck’s major products through the use of the BCG grow-share matrix.
BCG-Boston Consulting Group.
b. Using the Product/Market Expansion Grid, shown in Figure 2.3, identify potential growth opportunities for Starbucks.
c. What competitive strategies have been developed by Starbuck’s to combat inroads made by such companies as McDonalds?

Assignments:
1. Group report to the case "Starbucks Coffee". Due by 10/16.
2. Group report to the case "Dunkin Donuts". Due by 10/20.
Questions:
1. Evaluate Dunkin’ Donuts using the 5Cs4Ps framework–Compare and contrast DD and 2. Starbucks
3. What is DD’s competitive advantage vs. Starbucks’?
4. What is DD’s value proposition and positioning strategycompare to Starbucks’?
How does DD promote its products?