Course Next group assignment

Creative Destruction

Marketing

Managerial Economics

Goupe Case Write-up: Propecia

Managerial Economics

OPEQ Game（other teams）

Marketing

Uber

Case Write-up by group: Atlantic Computer

Managerial Economics

Financial Accounting and Reporting

Case Study (Appendix 1 in your syllabus)

Financial Accounting and Reporting

Typewritten group assignment (we have to choose one case from the list)

Statistics and Business Analytics

Final Exam (Team project): 37.5 %

Description

Consider the book chapter on creative destruction from Schumpeter’s book (5 pages aprox). Address the following two questions.

1) Describe the process of creative destruction in your own words.

2) How could this concept of “creative destruction” inform your businessstrategy?

1. When and what type of ads should Tom Casola run after launch? Under what circumstances would you use each type of ad? Is there a point where you would consider a switch in Propecia’s advertising strategy? 2. Define Propecia’s potential customer base. What is Propecia competing against in the consumer’s mind? What can be learned from Rogaine’s experience in the marketplace? 3. What message should Propecia covey to potential customers? How does this message affect acquisition of patients? How does this message affect the retention of patients? 4. What role does a physician play in this context? Is the role different than for conditions such as high cholesterol, high blood pressure or diabetes? How much detailing effort is necessary? Please justify your answer anticipating management concerns. 5. Do you think a first year sales forecast of $60 million would be conservative or optimistic? How many patients might Merck obtain in its first year? What does it depend on? What will be the source of future growth?

On February 16, we’ll be playing the OPEQ game. We meet in class at 1 pm but you’ll then go to the breakout rooms. I’ve posted in the OPEQ folder the group compositions (PLEASE NOTE: THEY ARE DIFFERENT THAN THE WORKING GROUPS) as well as the room numbers that I have reserved for you. You will need to prepare beforehand (see problem set 3) in particular by looking in at: https://cb.hbsp.harvard.edu/cbmp/access/44679991. Your username is your login and the password is Harvard16 (please feel free to change it). Once you’re in, click on « run simulation » and you’ll be able to view a couple of videos and read instructions.

1. What price should Jowers charge DayTraderJournal.Com for the Atlantic bundle (i.e., Tromm Servers + PESA software tool)? 2. Think broadly about the top-line revenue implications from each of the four alternative pricing strategies. Approximately how much money over the next three years will be “left on the table” if the firm were to give away the software tool for free (i.e., status quo pricing) versus utilizing one of the other pricing approaches? 3. How is Matzer likely to react to your recommendations? 4. How is Cadena’s sales force likely to react to your recommendations? 5. What can Jowers recommend to get Cadena’s hardware-oriented sales force to understand and sell the value of the PESA software effectively? 6. How are customers in your target market likely to react to your recommended pricing strategy? What response can be provided to overcome any objections? 7. How is Ontario Zink’s senior management team likely to react to the Atlantic Bundle?

Considerthe case study on Uber (15 pages aprox).

1) Is Uber a good illustration of creative destruction? Be sure to explain your answer.

2) Uber has often been presented as a good example of what the sharing economy is today.

Explain why microeconomists are likely to agree with this. (HINT: How does microeconomics

explain the Uber business model?)

3) Describe the competition that Uber faces and the way it could deal with each type.

Remember, I expect to ground your answerin microeconomic theory and analysis.

A) Correct solution to the assignment (75 %)Note that there is more than one correct solution for many assignments. It is key to answer all the questions of the assignment! The correct solution includes the appropriate choice of the peer company for comparison purposes. B) Presentation (25 %)Arguments were convincing, focus on important issues, clear line of argument, professional appearance of the report, use of graphs, tables, etc.

Send the report by e-mail (word file) and hand-in a hard copy. Deadline: beginning of the session where the case is covered

Each team is required to submit a business report summarizing the teams’ approach to analyzing the business problem in the case, the model(s) developed, the recommended course of action and its justification.

Progress Date

2/9/2016

2/15/2016

2/16/2016

3/14/2016

3/22/2016

N

N

N

PS