Seminar 2, October 12-16, 2009

Seminar 2
Seminar Tutor: NG

Topics Covered:

A. How to Analyse a Case

Step 1
- Read the case thoroughly with a view to understanding the key international marketing issues illustrated in the case
- Discriminate between information which is relevant and that which is superfluous and/or ambiguous
- Select and apply relevant theoretical marketing models.

Step 2
- Define clearly and concisely the basic problems in the case
- Identify main issues, e.g. increased international competition, changes in underlying consumer tastes. Do not be confused with “symptoms” - e.g. declining market share, lower profitability.
- Identify the key decisions to be made, e.g. how to expand internationally, how to position the product, how to increase international competitiveness, etc.

Step 3
- Company strengths and weaknesses, external opportunities and threats (SWOT Analysis).
- Use the Information and facts provided in the case to analyse the situation: the market, demand…etc.

Step 4
- Based on the analysis in 3, identify possible alternative strategy solutions to cope with the problem defined in 2.
- State assumptions, which are made in order for the strategies to work.
- Evaluate the pros and cons of each alternative. This should form the main focus of your attention.

Step 5
- Recommend a course of action selecting the alternative proposed in step 3.
- Which would you consider most appropriate to solve the problem identified in step 2 taking into consideration the analysis made in step 3?

Step 6
- Edit your recommendations based on the latest Web-information that you can access by going to the company’s web site.


B. ASSESSMENT - Individual Case Study Report

Analyse and write a report on one of the following.

i) Case A. Coke and Pepsi Learn to Compete in India – Chauri & Cateora (2006), page 544, Question 1 – 5. (OasisPlus)

ii) Case B. Gucci, Louis Vuitton & Vertu – Marketing Lessons from some of the World’s Most Exclusive Brands. (OasisPlus)