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Oscar Mayer: Strategic Marketing Planning

Questions
1. In the beginning of the case McGraw thinks he has "never encountered such a complex
business challenge" as the one he currently faces. By the end of the case, after he has read
the ideas listed in the four memos, McGraw cant believe he ever thought the investment
issue was "going to be a hard one." What changed the presidents perspective? What
strategic decision-making process does McGraw pursue?
2. If McGraw chooses a strategic direction that favors only one department, what
negative effects could this have on other departments? How can McGraw mitigate the
damage?
3. What effects is the change in the strengths and weaknesses of competition having on
the Oscar Mayer Division? How does this impact the investment decision?
4. Absent any resource constraints, which of the four departmental directions do you
think is the most viable? Which is the second best strategy? Which is the least viable?
5. Given the information in the case, what strategic course do you think the division
should pursue?
6. Which of Jim Longstreets new product ideas is less likely to succeed? Why?
ZENITH HDTV
Questions
1. How much existing information on TV buyers can be used to assess the HDTV
market?
2. What are the forecasts of HDTV demand from 1992-2000?
3. Should Zenith do the Aspect Ratio Study?
4. What additional market research should be done to assess market potential /
consumer preference for HDTV?
The New Beetle
Questions
1.
2.
3.
4.
5.

How do you evaluate the success of the advertising campaign?


Discuss the meaning of the brand to the consumers.
Describe the appeal of The New Beetle to the consumers.
Why is the positioning decision termed as Mission Impossible?
how would the pricing and media selection choices be affected by the positioning
of the car?

Dupont (A)
Questions
1. analyze Duponts marketing approach before change.
2. What does the marketing research reveal?
3. A. Map the customer activity cycle.

B. where can services add value to end users, carpet mills, retailers?
4. Comment on Carrs approach to the problem.
5. What are the critical success factors needed to make carrs ideas work? What
should he do next?
Dupont (B)
Questions
1. Comment on Carrs strategy.
Ontela
Questions
1. Why is Ontela doing research? Isnt it the wireless carriers who make decisions
about which customers to target, which prices to charge, etc?
2. What criteria should Ontela use to decide which segment(s) to target?
3. What positioning statements are likely to be appropriate for each of the
customers?
4. What if a carrier wanted to position PicDeck for two segments? What would a
positioning statement look like?
5. Which segment should Ontela pick?
6. How to design survey questions for market research?
7. Which preference/attitudinal variables in part B exhibit 1are most useful for
segmentation identification and evaluation? Which variables are least useful?
Dominion Motors
Questions
1.
2.
3.
4.
5.

What do we really know about this situation?


Is this just a brush-fireor an important problem?
How profitable is each of the four alternatives suggested?
What other considerations are there in planning a product for this market?
What will the production people want to say this problem? the finance people?
The engineers? The public relations people?
6. What should DMCs program be for this coming selling season?
7. What other recommendations should be made toward improving DMCs
marketing program?

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