Deck 11: Cases

Question 1

What opportunities in the marketing environment did Gannett seize in launching USA Today? How did the company learn about and respond to these opportunities? Answer these same questions for USAToday.com.

Answer 1

Opportunities seized by Company G by launching the product USATDY:
The paper began by targeting readers with shorter leisure time frames (or attention spans) by packing most relevant information in the headlines and writing stories at a simpler reading level.
This was the result of numerous brainstorming sessions with traditional newspaper editors, plus prototypes of selected focus groups.
Then the brand has focused frequent air travelers, adding information that was especially relevant to businesspeople. The paper thus found a lucrative niche.
Innovation in Product USATDY:
The paper then published online via electronic bulletin boards, as early as 1995. This was a response to both new technology and declining print sales.
After two months as a subscription service, the product was released free.
The online version is much more complex and colorful now but remains highly successful, as is its pay-per-view archive service.

Question 2

How has a continuous strategy of marketing innovation proved successful for USA Today and USAToday.com? Do you believe that USA Today is well positioned for the future? Explain.

Answer 2

Product USATDY's value added strategy:
As demand for the print edition declined, the paper augmented its online version by adding smartphone apps. It's also pushed hard into the arena of social media, thus expanding its overall readership.
It may well be that print newspapers are in their final years, but the given paper provides an example of how those companies can move online smoothly and satisfy the expectations of new, Internet-savvy generations.
USATDY also uses social networks like Facebook, Twitter and other Web 2.0 technologies to add more consumers.
Future of USATDY:
Overall sales may decrease over time, but the company itself should remain viable for the foreseeable future.
The company satisfied the needs of its readers in new and innovative ways. USATDY must innovate and provide value added services to its readers.
Product differentiation with its customers is most needed to remain successful in the industry.

Question 3

What are the SWOT implications for USA Today as it looks toward its future? What strengths and opportunities can USA Today leverage as it looks for a competitive advantage in the distribution of news and information?

Answer 3

SWOT analysis of USATDY:
The company's strengths are its name recognition, online and social media popularity, and proven track record.
Its weaknesses are its "economically-challenged" print version.
Its opportunities are the fact that most young people now get their news from trusted online sources.
It faces the threats of higher printing costs and new technology.
Competitive advantage:
USATDY may use its strengths and could introduce new and innovative products. Product differentiation might help them to gain competitive advantage over its rivals.
Such technological innovations could render newspaper-style commentary irrelevant in a shorter amount of time.

Question 4

Based on USA Today's experiences with print and online news, evaluate the long-term potential of printed news and the newspaper publishing industry. Do you believe printed newspapers will continue to survive despite digital competition?

Question 5

How does Wyndham's stakeholder orientation create a strategic marketing advantage?

Question 6

How do Wyndham's diverse brands contribute to customer satisfaction and marketing performance?

Question 7

Do the awards and recognition that Wyndham has received for social responsibility and ethics contribute to its financial performance? If so, how?

Question 8

Evaluate NASCAR's branding strategy in relation to its overall marketing strategy. Could NASCAR have done anything differently to insulate itself against the economic downturn?

Question 9

Conduct a strategic SWOT analysis for NASCAR at this point in its history. What opportunities are available for NASCAR to take advantage of given its many significant strengths?

Question 10

What strategies do you recommend to counter the criticisms leveled against NASCAR? Should the company become more involved in sustainability initiatives? If so, how might that be tied in with NASCAR's branding strategies?

Question 11

What strategies can you offer to move NASCAR to the next level in its evolution? How can the company maintain, or even increase, its sponsor and fan base?

Question 12

Identify the external factors that have impacted and continue to impact IndyCar and its marketing efforts. Which factors appear to be IndyCar's greatest opportunities and threats?

Question 13

What are IndyCar's greatest strengths? Which weaknesses would you recommend IndyCar attempt to convert into strengths? How might these weaknesses be converted?

Question 14

What advantages does IndyCar possess over NASCAR? How should these advantages be used by IndyCar to compete with NASCAR?

Question 15

What can IndyCar learn from NASCAR's success? Are there elements of NASCAR's marketing strategy that IndyCar could adopt?

Question 16

What steps should IndyCar take to move beyond the death of Dan Wheldon and reassure both fans and drivers about the safety of IndyCar racing?

Question 17

How would you define Zappos' target market, and how would you describe its strategy to serve this market?

Question 18

Has Zappos' emphasis on customer satisfaction contributed to its profitability? Explain.

Question 19

Has Zappos developed long-term customer relationships that provide a competitive advantage in the purchase of shoes and other products?

Question 20

Discuss potential key changes in technology, communications, and competition that Sigma will face in the future. Which will have the most impact on Sigma's future marketing strategies?

Question 21

Prepare a SWOT analysis for long-term strategic planning at Sigma Marketing.

Question 22

Suggest some possible strategic initiatives that Sigma could pursue to continue its growth.

Question 23

What role will Redbox play in the development of Netflix's strategic plans? How threatening is Redbox to Netflix's future?

Question 24

How will new competition from digital content providers force Netflix to alter its strategy?

Question 25

What new opportunities do you see in the movie streaming business, or the entertainment industry as a whole?

Question 26

Do you think Netflix will remain the dominant force in both streaming and movie rentals? Why or why not?

Question 27

What could Netflix have done differently to ensure Qwikster's success?

Question 28

Evaluate product innovation at Gillette throughout its history. Has Gillette been a victim of its own success? Has product innovation in the wet-shaving market come to an end? Explain.

Question 29

What do you make of the razor wars, first between Gillette and Schick, and now with online competitors? Does Gillette face a serious threat from competitive inroads? Explain.

Question 30

What actions would you recommend over the next five years that could help Gillette maintain its worldwide dominance in the shaving market? What specific marketing program decisions would you recommend? Should Gillette be worried about its pricing strategy? Explain.

Question 31

Given the SWOT analysis presented in the case, what are IKEA's key competitive advantages? What strategic focus should the company take as it looks to further expand into the U.S. market?

Question 32

What factor is the biggest reason for IKEA's growth and popularity: value or image? Which is more important in the U.S. market? Why?

Question 33

What strategic alternatives would you suggest IKEA employ to further penetrate the U.S. market?

Question 34

Speculate on what will happen at IKEA stores as they are adapted to fit local tastes. Is the company's trade-off of service for low cost sustainable in the long term?

Question 35

How has Apple developed extreme loyalty among consumers that has resulted in an almost cult-like following?

Question 36

Describe the role of Apple stores as an important part of its marketing strategy.

Question 37

What will Apple need to do to maintain product innovation and customer loyalty?

Question 38

If you were Monsanto's CEO, how would you best balance the conflicting needs of the variety of stakeholder groups that Monsanto must successfully engage?

Question 39

Companies, like Monsanto, that can offer technology to improve human lives are often said to have a moral obligation to society. How can Monsanto best fulfill this moral obligation while also protecting society and the environment from the potential negative consequences of its products?

Question 40

Monsanto has developed a differentiated, patent-protected product that produces superior yields when compared to traditional seeds. How has this successful marketing strategy been impacted by the potential negative side effects and the potential negative environmental impact of genetically modified seeds?

Question 41

What can Monsanto do to alleviate stakeholder concerns? How could these actions be woven into the marketing strategy for the company's products?

Question 42

What environmental issues does the New Belgium Brewing Company work to address? How has NBB taken a strategic approach to addressing these issues? Why do you think the company has taken such a strong stance toward sustainability?

Question 43

Do you agree that New Belgium's focus on social responsibility provides a key competitive advantage for the company? Why or why not?

Question 44

What are the challenges associated with combining the need for growth with the need to maintain customer intimacy and social responsibility? Does NBB risk losing focus on its core beliefs if it grows too quickly? Explain.

Question 45

Some segments of society contend that companies that sell alcoholic beverages and tobacco products cannot be socially responsible organizations because of the nature of their primary products. Do you believe that New Belgium's actions and initiatives are indicative of a socially responsible corporation? Why or why not?

Question 46

New Belgium has effectively used integrated marketing communications over the last 20 years. Evaluate the use of one major advertising campaign to fortify and enhance the company's brand image.

Question 47

NBB seemed to agonize over the use of the word "folly" in its advertising campaign. What do you make of the company's struggle with this decision? Also, how do you personally feel about their use of the word?

Question 48

New Belgium's focus on sustainability, whimsy, and fun is clearly rooted in its Coloradobased culture and the ethos of its founders and employees. As New Belgium's distribution continues to expand away from that locale, how can the company make its branding and messaging resonate with consumers in different parts of the country?

Question 49

Currently, New Belgium has been much more successful using social media than competitors Boston Brewing Co. and Sierra Nevada. Evaluate how social media has contributed to the firm's marketing strategy, and make suggestions for the use of social media in the future.

Question 50

Do manufacturers of products for children have special obligations to consumers and society? If so, what are these responsibilities?

Question 51

How effective has Mattel been at encouraging ethical and legal conduct by its manufacturers? What changes and additions would you make to the company's global manufacturing principles?

Question 52

To what extent is Mattel responsible for issues related to its production of toys in China? How might Mattel have avoided these issues?

Question 53

Based on the SWOT analysis provided in the case, what are the two or three factors that Mistine should stress in its strategic planning as it looks to continue its growth and dominance in the Thai market? How can Mistine match its strengths with its market opportunities to create competitive advantages moving forward?

Question 54

How can Better Way stay on top in Thailand while it looks to expand internationally?

Question 55

What specific marketing program initiatives would you recommend over the next five years?

Question 56

Analyze BP's efforts to improve sustainability and its reputation prior to the Deepwater Horizon disaster. Was the company on the right track? Why or why not?

Question 57

Because most BP products can be viewed as commodities, do you think consumers will avoid purchasing from BP because of its track record and the Deepwater Horizon disaster? Why or why not?

Question 58

How can BP prove to its stakeholders that it is serious about social responsibility, sustainability, and ethics, and that its efforts are not just a public relations ploy? What strategic issues would you focus on in trying to repair the company's reputation?

Question 59

Evaluate the diversity of vehicle types and sizes that are sold under the Chevrolet brand name. What strengths and weaknesses are evident in Chevy's product mix?

Question 60

How has Chevrolet strategically managed its brand and reputation over the last 100 years? What opportunities and threats will affect Chevy's branding and reputation in the future

Question 61

What specific marketing strategies would you recommend that might help Chevrolet last another 100 years? How important is Chevy's legacy of innovation to the brand's future?