Ever find yourself looking for the perfect case for an exam or mid-term? They can be quite rare. "Green Ox" was written specifically for a mid-term exam in an MBA Marketing Management class. Rather than focus on one particular concept or issue (e.g., segmentation, product line depth), the case challenges students to develop a marketing strategy for a food and beverage manufacturer's new line of sports beverages that contain beneficial antioxidants. Focal decisions include choosing a segmentation scheme(s), choosing a specific target segment(s), and articulating a positioning statement(s) for the new product - in light of market trends, customer information, and competitor positions. Students must also make recommendations regarding the product name, number of products in the line, and the price (including a break-even analysis). Distribution and promotion issues are downplayed, yet there is sufficient information to determine whether students' recommendations on the larger issues account for the necessary integration of the 4Ps.

【書誌情報】

ページ数：9ページ

サイズ：A4

商品番号：HBSP-UV0787

発行日：2007/7/11

登録日：2018/8/9