QUESTIONS FOR CASES

MAR 658 ENTREPRENEURIAL MARKETING

WINSTED, SPRING 2004

Case 1 - Siebel Systems (A)

1.  Why do you think problems occured at Protech?

2.   Why didn't Tom Siebel hear about the problems earlier?  What could be done to assure earlier notice next time problems arise?  Give a number of possible remedies.

3.  Should the company redirect resources to solve the problem or keep all resources focused on driving sales and market share to help ensure a market leader position.  Give pros and cons of each option, then select one (forced choice - not combination of both) and explain why.

Case 2 - BroadVision

1.  Do a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis for BroadVision at the time of the case.

2.  Update your SWOT analysis by referring to the web sites provided at the end of the case.  Be sure to add at least one item under each (Strengths, Weaknesses, Opportunities, and Threats).  Just write about the additions to the SWOT in answer to this question.

3.  Do a brief competitive analysis.  List each competitor to BroadVision and discuss advantages the competitor has and advantages BroadVision has.

4.  What courses of action do you recommend to Pehong Chen at BroadVision as he attempts to grow and develop his company further in 1997?  Please explain carefully the rationale for anything you suggest.

Case 3 - Boston Beer - The Light Beer Decision

1.  Should Boston Beer attack the light beer market?  Discuss advantages and disadvantages of each choice, then make a recommendation answering yes or no.

2.  Make specific recommendations regarding either how they should introduce light beer (if you said yes) or what they should do instead (if you said no).  Support your recommendations with the research outlined in the case (tast tests, ZMETs, consumption data) and give specific implementation ideas (be sure to discuss product, name, packaging/labeling, and promotion, target market, etc.)

Case 4 - Digital Angel

1.    Propose an integrated marketing communications strategy for Digital Angel.  To what extent should the company pursue Internet advertising, direct mail advertising, public relations and traditional print and cable advertising?  Create a proposal that includes a percentage assigned to each type of advertising (percent of ads, not percent of budget) and explain your rationale for your breakdown.

2.  Should Digital Angel pick one target market or go after multiple target markets?  Explain.

3.  Propose a positioning message and tagline for Digital Angel.  What should the focus be in the advertising?  Are different ads needed if multiple target markets are selected?  If Digital Angel decides to implement different ads for different segments, how can confusion be avoided?

Case 5 - Keurig

1.  How attractive is the Keurig system to each of the participants in the Office coffee market? (include the distributor, the roaster, the office manager, the office employee, and Keurig).

2.  Provide advice to Keurig regarding the selection of a vendor for the new brewing machine.

3.  What actions should Keurig take to penetrate the Office Coffee Service market?  Include pricing recommendations and other appropriate strategies.

4.  What should Keurig do about the Home Coffee Market segment?  How soon should they plan to enter and what specific actions should be taken?