Process for Midterm
• Case is available in casebook
• Analyze the case (individually and/or in groups) over the next
week
• During exam, several questions will be posed and you will write
your answers (individually, on paper)
• Exam is “open book” -- you may bring any resources you wish to
(except another person); no electronic devices or communication
during exam
• <2 hrs for exam; 30 min to discuss answers
( this will be the only exam review )
Typical Grade Distribution
individual semesters vary considerably
D/F
C
B
A
homework
0+
10%
10%
80+%
class participation
0+
30%
45%
25%
mid-term exam
out of 26 students
5%
1
35%
9
40%
11
20%
5
final exam
0+
25%
50%
25%
course grade
0+
15%
60%
25%
out of 26 students
0+
4
16
6
Case for Mid-term exam
Re-THINK-ing THINK:
The Electric Car Company
THINK Case Summary
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Case timeframe: 2010
Norway-based company; turbulent history
“Re-started” in 2008
1,700 cars sold, mostly in Europe
Planning to sell and manufacture in the US
Considering targeting fleets and consumers
Profits highly sensitive to volume and price
Exam Questions will derive from
course topics to date…..
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Financial analysis, opportunities, challenges
Identifying decision criteria (objectives)
Market assessment/attractiveness
Target markets and target customers
Customer needs and product benefits
Differentiation: whole product and company
Competitive analysis
Competitive advantage
Making product decisions
Course Concepts (13)
• Definition of product
success
• Whole product
• Product plan: key
success factors
• Differentiation
• Market attractiveness
• Target customers
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Competitive advantage
Marketing mix (C+4P)
Product positioning
Sales functions
Channel options
Channel value-added
Operations balance
Course Methods/Tools (13)
• Income statement
analysis
• Financial benchmarks
• Target customer
description
• Target customer
selection
• 5 Forces analysis
• Competitive analysis
(10 dimensions)
• Identifying competitive
options
• Decision criteria
• Product decisions
• Product competitive
positioning
• Channel economics
• Process dimensions
• Product development
best practices