2009年12月25日 星期五

Week 15


Topic: Marketing Channels
Date: Dec 27, 2009
Time: 6:30-9:50pm
Classroom: TR 510

Agenda
6:30-7:00pm Case Study
Payless ShoeSource: Paying Less for Fashion
Each team has 5 minutes to present your findings and answers

7:00-9:00pm Lecture

9:00-9:30pm Case Study
Questions for Discussion
  1. Define Whole Foods's product. How does it deliver value to customers?
  2. Many chains have begun offering and expanding their selection of organics. Does this pose a competitive threat to Whole Foods?
  3. What challenges will the company face in the future as it continues to grow and expand?
  4. While Wholes Foods has clearly positioned itself away from pricing issues, can it avoid this element of the marketing mix forever? Why or why not?
Each team prepare 5 minutes presentation to answering above questions.

Guideline of Wirting A Marketing Plan

The Marketing Plan is a highly detailed, heavily researched and, well written report that many inside and outside the organization will evaluate. It is an essential document for both large corporate marketing departments and for startup companies. 

Essentially the Marketing Plan
  • forces the marketing personnel to look internally in order to fully understand the results of past marketing decisions.
  • forces the marketing personnel to look externally in order to fully understand the market in which they operate.
  • sets future goals and provides direction for future marketing efforts that everyone within the organization should understand and support.
  • is a key component in obtaining funding to pursue new initiatives.
The Marketing Plan is undertaken for the following reasons:
  • as part of the yearly planning process within the marketing functional area.
  • for a specialized strategy to introduce something new, such as new product planning, entering new markets, or trying a new strategy to fix an existing problem.
  • as a component within an overall business plan, such as a new business proposal to the financial community.
There are many ways to develop and format a marketing plan. The approach recommended here is to present a 7-part plan that includes
  • Mission Statement
  • Business Description
  1. Executive Summary
  2. Objectives
  3. Situation Analysis
  4. Marketing Strategy
  5. Implementation
  6. Assessment
  7. Critical Issues and Resolutions
to be continued...

2009年12月11日 星期五

Week 14


Topic: Pricing and Pricing Strategy
Date: Dec 22, 2009
Time: 6:00-9:50pm
Classroom: TR 510

Agenda

6:00-7:00pm Group Project Progress Review
Each team presents your up-to-date project with the following content;
1. Company Mission Statement/Credo(100 words at most)
2. Business Description(200 words, covering capital, manpower, products/services, operation)
3. Business Objectives(5 lines at most)
4. Executive Summary(draft to be refined, covering goals, strategies, approaches, budget, key to success)
5. Market and Environment Analysis (Macroenvironment and Microenvironment)
6. Marketing Mix Strategies(to be completed)
7. Implementation(4P's)(to be completed)
8. Assessment(to be completed)
9. Critical Issues and Resolutions(to be completed)

7:10-9:00pm Lecture

9:10-9:50pm Case Study
Payless ShoeSource: Paying Less for Fashion
Each team has 5 minutes to present your findings and answers
Questions for Discussion
1. Which of the different product mix pricing strategies discussed in the text applies best to Payless's new Strategy?
2. How do concepts such as psychological pricing and reference pricing apply to the Payless Strategy? On what ways does Payless strategy deviate from these concept?
3. Discuss the benefits and risks of the new Payless strategy for both Payless and the designers. Which of these two stands to lose the most?
4. Consider the scale on which Payless operates. How much of a price increase does Payless need to achieve in order to make this venture worthwhile?

2009年12月4日 星期五

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)

2009年12月1日 星期二

Week 11

Midterm Exam
Date: Dec 1, 2009
Time: 6:30-9:00pm

Case Study on
Zara, the Supernovae in the Clothing Retail Market

Questions
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? Hint: products, services or brands.