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Module II. Answer Sheet Iese

This document is an answer sheet for a marketing module. It contains responses to 3 questions. For the first question, the respondent recommends focusing the strategy on improving the Louis Rich product since consumers prefer white meat. The second best strategy would be to regain market share for the Stanger brand through price cuts, R&D, and internal changes. For the second question, the respondent suggests simultaneously reinvesting in the OM brand while taking advantage of market trends with the Louis Rich brand. For the third question, the respondent thinks the "Lunchables" new product idea is least likely to succeed due to high risk and lack of market/customer information for this type of product.

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68 views

Module II. Answer Sheet Iese

This document is an answer sheet for a marketing module. It contains responses to 3 questions. For the first question, the respondent recommends focusing the strategy on improving the Louis Rich product since consumers prefer white meat. The second best strategy would be to regain market share for the Stanger brand through price cuts, R&D, and internal changes. For the second question, the respondent suggests simultaneously reinvesting in the OM brand while taking advantage of market trends with the Louis Rich brand. For the third question, the respondent thinks the "Lunchables" new product idea is least likely to succeed due to high risk and lack of market/customer information for this type of product.

Uploaded by

brojas35
Copyright
© © All Rights Reserved
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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MARKETING FOR BUSINESS LEADERS

Module II. Answer Sheet


IESE

MARKETING FOR BUSINESS LEADERS

Module

MODULE II ANSWER SHEET


IESE

MODULE: MODULE II
NAME: BERNARDO
FIRST NAME: ROJAS MARTINEZ
COUNTRY: ARGENTINA
Note: Please, Dont forget to write your name before starting the exercise

1- Absent any resource constrains, which of the four departments directions


do you think is the most viable? Which is the second best strategy? Which is
the least viable?. Please support in detail your conclusions
I agree with Rob Goodman, and having a look on the market trend, its
clear that costumer prefer white meat more than the red one. I will
choose an strategy focused on the Louis Rich and to improve this product
soon. That requires R&D strategy and promote this product and make
advertising to get the more market share.
The second best strategy would be Stanger position. Retake the lost
market share, and customers by a cutting price, R&D strategy and
promotion and internal reorientation and communication.

2- Given the information in the case, what strategic course do you think the
Division should pursue?
I would invest simultaneously in both strategies:
a- Re-establish the OM brand status, market share and customers:
Recover lost market
Regain the customer
Convert competitor customer
Help sales force and organization grow the OM brand.
b- Investing on LR to take advantage on the market trend as a main
competitive leader. Focusing on
R&D as product strategy
A&P as promotion strategy for product positioning

Answer Sheet - Pg.: 2 de 3

MARKETING FOR BUSINESS LEADERS

3- Which of Jim Longstreets new product ideas is less likely to succeed?


Why?
Probably the Lunchables idea, due to the high risk, also its a field that
company has no experience about this kind of products, and also they do
not have any information about its market and consumers. Finally the
product is designed for a very limited customer group.

Answer Sheet - Pg.: 3 de 3

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