Marketing Strategy Modules and Associated Cases
Topic 1: Strategy from the Outside In
Readings: Chapters 1 and 2, Strategy from the Outside In
Case:
Becton-Dickinson & Co.: VACUTAINER Systems Division
(Harvard Case Number 9-592-037)
Questions:
- Why does BDVS have the dominant share of the market for blood collection tubes?
- What are the major challenges to their dominant position?
- How should BDVS respond to APG demands regarding private labeling, use of distributors
and pricing?
- What specific proposal should BDVS submit to APG on August15?
Topic 2:
Reading:
Case:
The Value of Market Insights
Chapter 11, Strategy from the Outside In
Black & Decker
(Harvard Case Number 9-595-057)
Questions:
- What are the reasons for Black & Decker’s 9% share versus Makita’s 50% share?
- What is Makita’s strategy, and what role does Milwaukee play?
- What action alternatives should B&D consider? What would you recommend?
Topic 3: Customer Value Leadership
Readings: Chapters 3 and 4, Strategy from the Outside In
Case:
Purolator Courier Ltd.
(Harvard Case Number 9-508-054)
Questions:
- Why was the Purolator turnaround in 2001-2002 judged a success?
- What is the Purolator value proposition? Should they try to reposition? What are the
constraints and opportunities for them?
- What would you recommend they do to implement a strategy of deepening relationships with
their best customers?
Topic 4:
Reading:
Case:
Customer Value Leadership and the Business Model
“Reinventing Your Business Model” (Harvard Business Review Reprint R0812CPDF-ENG)
Virgin Atlantic Airways-Ten Years Later
(INSEAD Case, ECH 501-018-1)
Questions:
- What customer value does Virgin Atlantic offer?
- What is its business model and how does it support that value proposition?
- What is Virgin’s biggest vulnerability and how should it be remedied?
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Topic 5: Full-Spectrum Innovation
Readings: Chapters 5 and 6, Strategy from the Outside In
Case:
Pitney-Bowes, Inc.
(Harvard Case Number 9-607-034)
Questions:
- How effective is the Pitney-Bowes innovation process? How does it compare to the
innovation process in your firm?
- Why were the early sales of “Stamp Expressions” disappointing? What does this say about
their application of customer-centered innovation? What can be done to make it a success?
Topic 6:
Reading:
Case:
Building a Valuable Customer Asset
Chapter 7, Strategy from the Outside In
HubSpot: Inbound Marketing and Web 2.0
(Harvard Case Number 509049-PDF-ENG)
Questions:
- Who should HubSpot target? Why?
- How should they grow this customer relationship?
Topic 7:
Reading:
Case:
Leveraging Customer Communities
Chapter 8, Strategy from the Outside In
Threadless
(Harvard Multimedia Case 608707-MMC-ENG)
Questions:
- Should Threadless accept the offer from the major retailer to supply winning Threadlessdesigned T-shirts nationwide?
- If so, what should the deal look like? If not, what other strategies should Threadless undertake
to grow?
Topic 8:
Reading:
Case:
Building the Brand Asset
Chapter 9, Strategy from the Outside In
HTC Corp in 2009
(Harvard Case Number 9-709-466)
Questions:
- Where is HTC positioned in the smartphone market? What are its competitive advantages
and disadvantages?
- What should HTC’s OS strategy be? Should it stick with Windows Mobile and Android?
Should HTC build its own platform?
- How would you answer the CMO’s question, “What does HTC stand for?” What should
Peter Chou/HTC do to build a global brand and become a top tier player?
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Topic 9:
Reading:
Case:
Leveraging the Brand Asset
Chapter 10, Strategy from the Outside In
Building a Brand Community on the Harley-Davidson Posse Ride
(Harvard Multimedia Case 501009-MMC-ENG)
Question:
- How should Harley-Davidson manage the posse ride to maximize long-term firm profits?
Topic 10: Integrating Marketing & Sales for Strategy from the Outside In:
Case:
Avaya (A), [Avaya (B) (in class)]
(Harvard Case Number 508048-PDF-ENG - A and 508049-PDF-ENG - B)
Questions:
- What is Avaya’s problem?
- Outline a process that solves Avaya’s problem. What should marketing do and what should
sales do?
Topic 11: Organizing for Strategy from the Outside In
Reading: Chapter 13, Strategy from the Outside In
Case:
Corporate Solutions at Jones Lang LaSalle
(Harvard Case Number 409111-PDF-ENG)
Question:
- What should Jones Lang LaSalle do?
Topic 12: Building a Culture for Strategy from the Outside In
Reading: Chapter 12, Strategy from the Outside In
Case:
Zappos.com 2009: Clothing, Customer Service and Culture
(Harvard Case Number 9-610-015)
Questions:
- What is the Zappos value proposition? How do they create and capture value?
- What is the contribution of their culture?
- What does the Zappos brand mean? How far can it be extended?
- Why did Amazon buy Zappos? How will they get a decent return on their investment?
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