BA 7050

1
BA 7050

• January 26, 2002

2
Class Update

• Field Trip March 30 - Mauser Harmony with Nature
  Foundation
• Michigan Wildlife Habitat Foundation
• Bath, Michigan near Lansing
• Discuss strategic issues environment
• Log Cabin Learning Center Woodlands
• Wear Comfortable Shoes
• Luxury Bus will leave Oak at 900 am,
  donuts/bagels/coffee on bus, lunch provided
• Possible video on the bus en route

3
Essay Scholarship

• Write a one page essay about a sustainable
  environmentally responsible product or company
  and win a 500 to 1,000 scholarship from the
  Mauser Foundation MBAs undergrads are eligible
  in my classes 7700, 7430, 7050, 5700
• Submit to me by end of February, money to be
  awarded by end of term, 1 bonus point will also
  be given for the effort

4
Guest Speakers

• Metro Airport Strategy Development
• Cross Winds Marshland I-275
• Fixing the Ford Rouge for the 21st Century
• Dearborn Ford Motor
• Detroit River Heritage Initiative -downtown
• Brand Strategy Exercise -brainstorming
• CustomerCentric MarketingStrategy - GM
• DCX Covisint Alliance Strategy - DCX
• Creative Strategy Development Execution

5
Chap 3

• Physical Environment
• global warming trends
• greenhouse effect
• green products
• government/political issues

6
Chapter 3

• Economic Competitive Environment
• Channel Changes
• Technological Changes
• Regulation/De-regulation
• Telekom Developments
• Changing Values Attitudes Lifestyles
• Shopper Segmentation Report

7
Chapter 3 Exercise

• Opportunity Threat Matrix
• Develop an opportunity/threat matrix for your
  project selected
• List 3 opportunities/threats
• Draw the chart with Probability Level Impact
  Level
• List different response strategies

8
Chapter 4

• Product Life Cycle
• See Chart
• Market Hierarchy for Consumer Products
• Product Class
• Industry Level
• Implications of life cycle stages
• Types of strategies responses

9
Chapter 4

• Marketing Mix
• Pricing Strategies
• Skimming
• Penetration Pricing
• Price Lining
• Distribution in Channels - Simplot McDs
• Promotion Issues - Spud Man

10
Chapter 4

• Marketing Mix Changes
• Shakeout Stage
• Mature Stage
• Decline Stage
• Harvesting
• Investment Strategy

11
Chapter 4

• Diffusion of Innovation Theory explains the
  adoption of a product or service over time among
  buyers emphasizes behavior, demographics,
  communication etc.

12
Chapter 4

• Adoption Rate Process
• 5 Stages in Adoption Process of Purchase Cycle
• 1. Awarenessgt
• 2. Interestgt
• 3. Evaluationgt
• 4. Trialgt
• 5. Adoption

13
Chapter 4

• New part of the cycle is what you do when you
  dispose or get rid of productnow a
  consideration, recycled, given away, etc.
• Adopter Categories
• Innovators
• Early Adopters
• Early Majority
• Late Majority
• Laggards

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Chapter 4

• Product Differentiation RD
• Competitive Supply Side
• Industry Groups Strategic Groups
• Industry Analysis Competition
• Group Breakout
• Discuss Adoption Behavior List Map out Major
  Forces that determine Industry Competition
  threat of new entrants

15
Chapter 4

• Group Summaries