Analyze the assigned case to uncover the business problem, evaluate the alternatives, and make a recommendation. Integrate the concepts learned in our prior classes (see below checklist).
Market structure, market segment, target customer, unmet needs, Maslow’s hierarchy of needs
Product positioning, brand equity, brand growth strategies
Pricing objectives, value equation, price elasticity
Direct vs indirect channels, distribution partners, types of distribution
Marketing mix, buyer decision process, promotion response
Marketing control, symptoms vs problems, effectiveness vs efficiency, data → information→insight
Market selection & prioritization, types of distance, modes of entry, global brand characteristics