Subject category:
Marketing
Published in:
2009
Length: 28 pages
Data source: Field research
Abstract
''The Launching of Super Bock Mini'' falls into the area of market studies and describes a situation in a bipolar market of food consumer goods, in which one of the competitors is the object of an offensive in its comfort zone. The case examines the context, the considerations and the studies which were undertaken, thus allowing the recreation of a real management situation in a market context. From the pedagogical point of view, this case can be classified as orientated to the decision taking process, as compared with more descriptive ones. The challenge to the students is to put themselves in the shoes of the deputy director of marketing for the beer segment, so as to choose one of the four options previously presented as possible solutions. This case is divided into two parts: (A) and (B). Part (A) should be given to students for preliminary study, while part (B) should be kept for class distribution. In the first part the situation is placed in context and described. The qualitative and quantitative market studies are presented, as well as the four proposed decisions. In the second part of the case we find an additional study, the ''Conjoint Analysis'', which allows an evaluation of these four proposals.
Subject category:
Marketing
Published in:
2009
Length: 9 pages
Data source: Field research
Subject category:
Marketing
Originally published in:
2010
Version: Feb 2010
Length: 9 pages
Data source: Field research
Subject category:
Marketing
Originally published in:
2010
Version: Feb 2010
Length: 4 pages
Data source: Field research
Subject category:
Marketing
Published in:
2009
Length: 11 pages
Data source: Published sources
About
Abstract
''The Launching of Super Bock Mini'' falls into the area of market studies and describes a situation in a bipolar market of food consumer goods, in which one of the competitors is the object of an offensive in its comfort zone. The case examines the context, the considerations and the studies which were undertaken, thus allowing the recreation of a real management situation in a market context. From the pedagogical point of view, this case can be classified as orientated to the decision taking process, as compared with more descriptive ones. The challenge to the students is to put themselves in the shoes of the deputy director of marketing for the beer segment, so as to choose one of the four options previously presented as possible solutions. This case is divided into two parts: (A) and (B). Part (A) should be given to students for preliminary study, while part (B) should be kept for class distribution. In the first part the situation is placed in context and described. The qualitative and quantitative market studies are presented, as well as the four proposed decisions. In the second part of the case we find an additional study, the ''Conjoint Analysis'', which allows an evaluation of these four proposals.
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Subject category:
Marketing
Published in:
2009
Length: 9 pages
Data source: Field research
Subject category:
Marketing
Originally published in:
2010
Version: Feb 2010
Length: 9 pages
Data source: Field research
Subject category:
Marketing
Originally published in:
2010
Version: Feb 2010
Length: 4 pages
Data source: Field research
Subject category:
Marketing
Published in:
2009
Length: 11 pages
Data source: Published sources