Assignment: Marketing Strategy
Business Review article analysis (19 questions below).
1. Read the HBR article on Blackboard "MARKETING IS STRATEGY" (Dawar, 2013).
2. Complete the questions and analysis below.
Task:
I. What does the author mean by "upstream activities"?
II. The author claims that upstream activities are "commoditized" - what does this mean (refer to Ch. 1 of our text if needed)?
III. What does the author mean by "downstream activities"?
IV. Using the example in the article, explain in detail why a consumer might be willing to pay a 700% price premium for a low-involvement product.
V. According to the author, what strategic question drives businesses today, as opposed to the past? State the two questions (today, past), and outline details for "upstream" and "downstream" activities in the table below using the model on page 103.
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__________??_____________ activities
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__________??___________ activities
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Sourcing
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Production
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Logistics
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Innovation
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Shaping consumer perception
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Innovation
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Building advantage
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VI. Provide examples of what a firm might protect in an "upstream" competitive advantage focus.
VII. Provide examples of what a firm might value in a "downstream" competitive advantage focus.
VIII. What does the author mean by "stickiness" and why is this important for sustaining a competitive advantage?
IX. Ultimately, what does the author say is the strategic objective for the "downstream" business?
X. According the author, what is the most valuable downstream asset for Facebook?
XI. According to the author, three critical decisions influence your "competitive set".
1. List the three critical decision criteria
2. Provide an example of various ways a new hydrating beverage could be positioned in the mind of the consumer.
XII. According to the author, how have Volvo and BMW positioned their products in the minds of consumers?
XIII. Explain the Hyundai Assurance downstream strategy. What was the outcome? Do you believe this was effective? Do you think this approach could be employed by brands in other high-involvement product categories (i.e., computers, home mortgage)?
XIV. What downstream strategies did Cialis employ to surpass Viagra's $1.9 billion in sales in 2012? Be detailed in your response (i.e., what were the purchase criteria, what changed, what role did price play in Cialis strategy).
XV. MATCHING: Match the example with the appropriate term.
1. _____ Evolutionary market change a. touch screen for smartphones
2. _____ Generational market change b. horsepower and fuel efficiency improvements
3. _____ Revolutionary market change c. sugar-free soft drinks; hybrid vehicles
ANALYSIS QUESTIONS: Drawing from the logic and examples in the article, apply your critical thinking and analytical skills to complete this section.
I. Considering the high-involvement category of a home computer, provide examples for each of the following:
1. How can a specific computer brand (i.e., Dell, Apple) employ downstream strategy and reduce perceived risks for the consumer? (hint: consider Hyundai strategy - what other ideas can you develop to reduce perceived risk of consumer?)
2. Provide examples of strategic messaging a specific computer brand (i.e., Dell, Apple) could use to influence purchase criteria for the consumer? (hint: consider the messaging of Volvo and BMW - provide specific examples of messages a computer company could use to influence purchase criteria)
II. Considering how Brita repositioned among competitors, can you identify a specific brand/product that could also benefit from repositioning itself among competitors? Explain.
III. Considering the three primary downstream activities, which activity is most important to Facebook?
IV. Considering our Redbox Mini-Case, how could Redbox improve downstream strategy to remain competitive? Do you see any of the three downstream activities as promising for Redbox? Explain.
Format your assignment according to the give formatting requirements:
1. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the course title, the student's name, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.