quarter 1 - ukzn extended learning · 2021. 3. 26. · baby ruth // snickers // payday // milky...
TRANSCRIPT
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Quarter 1
19 March 2018Copyrighted in its entirety, Ernest R. Cadotte,
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Q1: Establish a Strategic Direction
Name the company
Analyze market information to evaluate the market opportunity
Consider Available financial resources
Costs to open sales outlets
Costs to set up and operate factory
Establish strategic direction
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Q1: Setup Shop, Tactical Decisions
Locate factory in ShanghaiBuild fixed plant capacityOpen 1 initial sales officeDesign two brands for target
market segments
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Learning Points for Quarter 1 (1 of 3)
Organizing the workDeciding what one wants from the learning experience
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Learning Points for Quarter 1 (2 of 3)
Market opportunity analysis
Strategic and tactical planning
Segmentation and target marketing
Financial management
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Learning Points for Quarter 1 (3 of 3)
Game theory – competitive positioning
Brand design• Linking product features to customer benefits• Finding the customer’s response functions
Financial Liquidity –cash versus assets
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Customers Buy Benefits, Not Features
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Once You Select a Segment, You Must Design a Brand to Meet the Needs of the Segment.
Using the computer on the road is important to the Traveler’s segment.
What features would provide thisbenefit?
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What Features Would Enable a Computer to be Used on the Road?
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How Far Do You Go in Giving the Customers What They Say They Want?
Is more speed, software applications, memory, keys on the keyboard, etc. always valued?
Could “more of some feature”
even make a customer unhappy?
To answer these questions, you must understand the elasticity of your components.
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What is the Elasticity of the Peanut?
Searching for the Market’s Response Function
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Suppose You Could Design the Ideal Candy Bar
None // A few? // A bunch? // A whole lot?
How Many Peanuts Would You Put in the Candy Bar to Make You the Happiest?
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Which Candy Bar Has the Most Peanuts?
Baby Ruth // Snickers // Payday // Milky Way
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Which Candy Bar Do You Like the Most?
Baby Ruth // Snickers // Payday // Milky Way
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What Does Your Response Function Look Like For Peanuts?
Is more always better?
Would your happiness increase with every new peanut we added to the candy bar?
Is there a limit?
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Influence of Peanuts on Candy Bar Enjoyment
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What Would Be Your Response Function to the Following?
Chocolate // Caramel // NougatCoconut // Rice // Peanut Butter
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Here Are a Number of Response Functions. Which One Applies to Peanuts, Chocolate, Coconut, Etc?
OR
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Response Functions (1 of 3)
OR
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Response Functions (2 of 3)
OR
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Response Functions (3 of 3)
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Take Any PC Segment, How Excited Will It Become if You Provide…
More memoryMore functions on the keyboardMore softwareMore…
Just like the candy bar ingredients, you must discover theresponse function for each PC component.
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Take Any PC Segment, How Excited Will It Become if You Provide…?