MKTG 471 Marketing Management: FALL 2002
CASE ANALYSIS: DISCUSSION QUESTIONS
Ch.4 : Frito Lays Dips : Pg 107
Q.1 How would you characterize the dip category in general?
Q.2 How might the dip category be segmented?
Q.3 What is Frito Lays Competitive Position within the segments it pursues?
Q.4 What sales volume and market share(s) will be required of the dip line to preserve its
profit contribution given budgeted promotion expenses?
Q.5 What are the pros and cons of focusing attention on the “chip dip” segment?
Q.6 What are the pros and cons of focusing attention on the “vegetable dip segment?
Additional Suggested Readings for this case:
a) Edward M. Tauber, (1988) “Brand Leverage: Strategy for Growth in a Costcontrolled World” Journal of Advertising Research, Sept-Oct, pp.26-30
b) Peter H. Farquhar et.al. (1992) “Strategies for Leveraging Master Brands”,
Marketing Research, Sept., pp.32-43.
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Ch.5 : Proctor and Gamble, Inc: Scope : Pg.173
Q.1 What significant changes have occurred in the Canadian mouthwash market in the last
three years?
Q.2 How would you evaluate the performance of scope in the past three years?
Q.3 What are the pros and cons of the options available for scope?
Q.4 Prepare a Marketing plan for the forthcoming year.
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Ch.6 : Cadbury Beverages, Inc: Crush brand : Pg 249
Q.1 How would you characterize the carbonated soft drink industry in the US?
Q.2 How would you describe the changes in the orange category during the period 1985
to 1989? What can be learned from these changes?
Q.3 What is Cadbury Beverages relative competitive position in the U.S. soft drink
industry? In the orange categody?
Q.4 Based on your assessment of the soft drink industry, the orange flavored category,
and the competitive situation of Cadbury beverages and orange crush, what is your
recommendation for positioning orange CRUSH?
Q.5 What objectives should be set for CRUSH advertising and promotion program? What
strategies should be pursued?
Q.6 How much should be spent for advertising and promotion to relaunch orange CRUSH?
Extra Clues For Case Analysis:
1) Do not overlook the actual size of the orange category. Remember the total market
is 2.5 times supermarket volume. Further, Do not overlook the notion of “served
market”. This is important since orange CRUSH has the lowest (bottler) market
coverage of the major competitors.
2) Your recommendations relating to positioning and advertising / promotion programs
should be rationally thought out based on careful articulation of industry and
product-market dynamics, competitive behavior, and the concentrate producer
price-cost structure.
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Ch.7 : Dell Computer Corporation: The Higher Education Market : Pg 316
Q.1 How would one characterize Dell Computer Corporation?
Q.2 From where does ESL Business Unit obtain its revenue?
Q.3 How would one describe the higher education market for computers?
Q.4 How well does Dell Computer’s marketing approach “fit” the higher education market?
Q.5 What should Dell Computer do and Why?
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Ch.8 : Southwest Airlines : Pg 393
Q.1 How would you characterize the US Airline industry in the early 1990s
Q.2 How can the economics of the airline industry be used to explain the performance of
individual airlines and the industry as a whole?
Q.3 How is it that Southwest Airlines has been able to consistently grow and prosper in
the US passenger airline industry?
Q.4 How would you describe United’s goals, objectives and strategy for “Shuttle by
United”?
Q.5 How has Southwest Airlines responded to the “Shuttle by United” initiative? What
assessments can be made about Southwest’s market and financial position on competitive
routes based on 1994 Fourth Quarter Results?
Q.6 Based on your assessments, how would you interpret United’s decision to a)
discontinue “Shuttle by United” service for the Oakland-Ontario market, and b) raise the
one-way walk up first class and coach fare on all 14 “Shuttle by United” routes by $10.00?
Q.7 How should Southwest Airlines Respond, if at all, to the “Shuttle by United” decision to
change its service and price? Why?
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Ch.9 : Amazon.com: Winning the Online Book Wars : pg 495
Q.1 Amazon.com is a retailer. How, in general, do retailers generate revenues and profits
and grow and compete?
Q.2 Describe the nature of competitive rivalry in e-commerce retailing for consumer
products in early 1998. How do e-commerce retailers (e-tailers) compete, thrive and
survive?
Q.3 How would you describe amazon.com’s customer value proposition, distinctive
competency and core marketing strategy?
Q.4 Can amazon.com tweak its business model to make a profit on book sales in 1998?
What can the company do?
Q.5 How can Amazon.com grow profitably? What strategy do you recommend for a twoto five- year horizon?
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Ch.10 : Pharmacia & Upjohn Inc: Rogain Hair Regrowth Treatment : Pg.560
Q.1 How would you characterize various treatments for balding? Why do people use these
treatments?
Q.2 How effective is Rogaine as a treatment for balding and for whom?
Q.3 How will the buying process for non-prescription Rogaine differ from the buying
process for prescription rogaine?
Q.4 Describe and explain the U.S. sales performance of Rogaine through 1995. Was the
marketing objective of “maximizing” sales of Rogaine in the US market achieved?
Q.5 How realistic is the belief, expressed by Pharmacia & Upjohn Officials, that nonprescription Rogain (minoxidil) sales of $1 billion were possible over five years given the
marketing program for the brand?
Q.6 How might the loss of U.S. patent protection and marketing exclusively enjoyed by
Rogaine since its introduction and competition from generic products affect sales of the
Rogaine brand?
Q.7 Will the U.S. marketing strategy developed for non-prescription Rogaine prior to the
FDA’s recent rulings need to be modified? If so, how?
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