Mktg 402 Marketing Strategy

MKTG 402 MARKETING STRATEGY

CASE DISCUSSION QUESTIONS

You are asked to write a case report (one per group) on one of the cases below. Please refer to the group lists to look up which case you are assigned to.

Your report should not exceed 6 double spaced typewritten pages (12 points font). You may include up to 3 pages of exhibits if you prefer so.

Below are some questions to guide your thinking. You are required to answer these questions but be aware that answering them is not sufficient for your report. You still need to write the sections (introduction or problem definition, situation analysis, evaluation of alternatives, recommendations) for a complete report. The document “Notes on the Case Method” provides detailed information on how to analyze a case, and write a report.

Arcelik Case Discussion Questions

1. Why has Arcelik succeeded in Turkey?

2. Why is Bosch entering the Turkish market? Is Bosch’s entry a threat?

3. Why is Arcelik pursuing international markets? Does it make sense?

4. Which overseas markets should Arcelik focus on and with what products?

5. Can Arcelik aspire to build the Beko brand in international markets or should the company be an OEM supplier?

Swatch Case Discussion Questions

1. Why was Swatch so successful? In what ways was the Swatch different than any watch the industry has ever seen?

2. What elements of the original Swatch marketing plan were most critical to the brands success? Elavuate their 4Ps.

3. Prior to the introduction of Swatch, what kinds of