raheel
Operations Strategy
2
Teaching resources for case studies
For each case, an outline of key themes and learning points is provided, as well as suggestions for how cases can be used in class, some ideas for discussion and sample answers to the case questions. CASE 2.1 MARKET POSITIONING OF BOTTLED WATER
Case outline
Case 2.1 provides a simple illustration of some of the key issues that are discussed throughout
Chapter 2. The case could be used during an initial class on operations strategy to introduce students to the process of understanding markets and get them thinking about how strategy must be developed and implemented across all functions. You could use an actual bottle of water as a prop during the discussion to help bring the session to life.
Guideline answers to case questions
1. Why would marketing place this customer in a ‘beverage’ or ‘soft drinks’ market segment? From a marketing point of view, placing this customer in the soft drinks or beverage segment makes sense in that it is a recognized sector for which data is collected and information is provided. As a result, marketing can easily gather information on competitor products and locate potential customers. In essence:
-
‘Soft drinks’ reflects the essential nature of the product in terms of what customers purchase and consume
It is easy to gather customer data
It is easy to gather competitor data
In addition, you might encourage students to think about other ways in which the marketing function could target this sector, including:
a b c d Attendance at trade shows.
Technical developments within the sector will be reported and monitored.
Advertising in trade journals and trade literature.
Provision of in-house expertise to monitor technical developments and engage with their counterparts in their customers’ businesses.
Essential Operations Management lecturer resources
© Alex Hill and Terry Hill 2011
Sector data from government and other
2
Teaching resources for case studies
For each case, an outline of key themes and learning points is provided, as well as suggestions for how cases can be used in class, some ideas for discussion and sample answers to the case questions. CASE 2.1 MARKET POSITIONING OF BOTTLED WATER
Case outline
Case 2.1 provides a simple illustration of some of the key issues that are discussed throughout
Chapter 2. The case could be used during an initial class on operations strategy to introduce students to the process of understanding markets and get them thinking about how strategy must be developed and implemented across all functions. You could use an actual bottle of water as a prop during the discussion to help bring the session to life.
Guideline answers to case questions
1. Why would marketing place this customer in a ‘beverage’ or ‘soft drinks’ market segment? From a marketing point of view, placing this customer in the soft drinks or beverage segment makes sense in that it is a recognized sector for which data is collected and information is provided. As a result, marketing can easily gather information on competitor products and locate potential customers. In essence:
-
‘Soft drinks’ reflects the essential nature of the product in terms of what customers purchase and consume
It is easy to gather customer data
It is easy to gather competitor data
In addition, you might encourage students to think about other ways in which the marketing function could target this sector, including:
a b c d Attendance at trade shows.
Technical developments within the sector will be reported and monitored.
Advertising in trade journals and trade literature.
Provision of in-house expertise to monitor technical developments and engage with their counterparts in their customers’ businesses.
Essential Operations Management lecturer resources
© Alex Hill and Terry Hill 2011
Sector data from government and other