Dennis Arthur S.

Leonor
MBA322
Marketing Management

CASE ANALYSES
Chapter 1
NIKE
1. What are the pros, cons, and risk associated with Nikes core marketing strategy?
One major disadvantage of Nike marketing strategy is the high advertisement that
eventually will result to the high prices of the products.
Because Nike is one of the biggest rubber shoes brand in the world, it is in a position
where it has to be perceptive of the trends worldwide. And consumers in every part of the world
is difficult to achieve. The product that will be released must appeal not only in a single market,
but it must be appealing to majority of the worldwide markets.
Also, one of the risk the company is encountering is that it relies heavily on the image of
the endorser. If one of the endorsers faced a scandal or controversy for example, along with the
affected image are the products they are endorsing. Thus, Nikes sale may be affected.

2. If you were Adidas, how would you compete with Nike?

Adidas has also been present in several markets. But if we were going to analyse the
data, it has a biggest share in North America, followed by Europe. It has smaller share in China
and Southeast Asia. The opportunity and growth in SE Asia and China. By pouring in the
investments in these countries, it can have larger shares in this market.

GOOGLE
1. With a portfolio as diverse as Googles, what are the companys core brand value?
All organizations have core value and they set direction according to these value. The
credo of the company according to Larry Page and Sergey Brin, the co-founders of google is
Dont be evil. This ethical values has portrayed the company as the good guys in the
industry. They also refuse to censor its Chinese results despite immense and criticism
competition and security issues. Innovation is also a top priority of the company. In an ever
changing technology landscape, it is a mandate of every programmer in the company every day.
2. What is next for Google? Is it doing the right thing taking on Microsoft with the concept of
cloud computing, and Apple in the fight for smartphone?
In the last 15 years, google has overtaken some of its competitors like Yahoo with
majority of the market shares. They have developed or developing products like google glass,a
gadget were you can view social media sites, text messages, maps, photos and GPS. Also they
are working on the driverless car, utilizing sensors and cameras that can mimic human driving
intelligence.
Google is also ready to make laptops using the Android operating System competing
with leader Apple and Microsoft.
In the cloud computing, it is doing the right track in competing with Microsoft and
smartphone market against Apple. It will be difficult to survive in the fast changing tech industry
if it will not innovate and develop new products.

Chapter 2
CISCO
1. How Is Building a Brand in a Business-to-Business Context Different from Doing so in the
Consumer Market?
It is important to build strong brands because in the part of consumers, this will give
them the assurance of satisfaction and quality. In business-business branding, it is crucial to
develop relationships with the customers to become go-to-source. In contrast with mass
marketing, this will focus on educating the professional buyers about the brand. If you want to
become a choice of the consumers, the price, package, color and logo must complement to
attract individual buyers.
2. Is Cisco's plan to reach out to consumers a viable one? Why or why not?
Yes. In 2008, the company has posted net gains despite competition with Microsoft,
Apple and Dell. But they have transitioning form business-to-business into consumer based
marketing and they even pushed their limits by releasing their new slogan, This is the power of
the network which seems to catch the attention of consumers. The company has also been
using other media to further increase its market share or improved its 18th ranking in 2008.

INTEL
1. Discuss how Intel changed ingredient-marketing history. What did it do so well in those initial
marketing campaigns?
During the 80s, computers were becoming popular but to distinguish Intel as a high
performance product, it must become distinct to consumers. That was the time they launched
the campaign during the 90s and choosing the brand Pentium for its microprocessors and the
slogan Intel Inside. Furthermore, people increased awareness because of the effectiveness of
the campaign especially when they provide stickers that can be pasted outside the CPU case or
in laptops.

Advertising is also important apart from creating strong brands. They used celebrities
and special advertisement like bunny people to draw public attention. They continuously
release new brands like Centrino and recent slogan Sponsors of Tomorrow.
2) Evaluate Intels more recent marketing efforts. Did they lose something by dropping the Intel
Inside tagline or not?
The PC industry suffered a slight decline during 2000. In order for Intel to survive, it must
innovate and evolve to create new logo and tag line to reposition itself in the market. In a
developing company, dropping the old tag line means dropping the traditional strategies of the
company. And change is always inevitable in the global market. Change must be embraced and
the new slogan Leap Ahead is a testimony of the ambition of the company and I think the
gains are being experienced now by Intel.

Chapter 4
IDEO
1. Why has IDEO been so successful? What is the most difficult challenge it faces in conducting
its research and designing its products?
Ideo has anthropocentric views in designing their products. The methodology in making
products revolves in solving the problems of the consumer. The effectiveness of its research
methodology offers superior experience compared with its counterparts.
In making durable and reliable products, IDEO is a company that was built from outside
in, contrary to most of the technological companies in the market. They put their costumers first
by identifying the right consumer behaviour especially on how they purchase products, using the
products and later on disposing the products. By conducting research interviews, they can map
the consumer behaviour by having the data synthesized. These include, visual impressions,
using unconventional research methods like sharing of experiences through narratives, videos,
skits or even animation regarding the product or service of the company.
2. In the end, IDEO creates great solutions for companies that then receive all the credit. Should
IDEO try to create more brand awareness for itself? Why or why not?
I think this is one of the strategies of IDEO. In essence, compared with large tech
companies like Apple, Intel and others, they prefer to act as solution provider or even
consultants to the big players in the market.

INTUIT
1. Elaborate on Intuits use of customer research. Why did it work so well for the company?
The strength of the company is attributed to their focus on Research and Development.
Their products were developed according to the consumers needs and they rely on the positive
word of mouth from the loyal consumers which in turn helps in publicity of the products. Also
their products are consumer friendly. Recently they also ventured into digital marketing in
platforms like twitter and Facebook.

Since they are dependent in customers behaviour, they spend significantly high amount
of time and money for conducting research and they are concerned with how the products will
do well upon using by the consumers. This is very important in an industry that is fast-evolving
thus, customers needs change along with it. Without paying attention to research, the company
might not be able to create superior products and services that match the change in consumer
preferences. Understanding what consumer wants and improves their product is very effective
for the company.
2. Could anything go wrong for Intuit now that it has beaten out Microsoft? Why or why not?
Beating Microsoft in this market leaves Intuit the leader in this field. They are in a very
good position having the most market share. But the company must not become so complacent
because the strength of the company is on research and development, funding must continue in
order to sustain the momentum of growth. It could not go wrong if they will continue the same
strategy that made them innovators in this area.

Chapter 5
NORDSTROM
1. How else can Nordstrom continue to provide exceptional service and increase brand loyalty?
One way of ensuring customer retention is by providing efficient and effective customer
service, in this way it can build its brand of products. Customer service is as important element
of product branding because it can be used to reinforce the brand through customer
satisfaction.
The policy of the company no questions asked, return policy and fashion reward loyalty
program has ensured customer satisfaction. Not usually offered in other stores, the company
also give free repair of clothes and reinforce take out and return policy that gives them high
customers loyalty.
2. What are Nordstroms greatest risk and who are its biggest competitor?
Even after the financial crisis that took a toll on shopping spending by consumers, the
company is well positioned because of how it built brand loyalty with customers. When people
ran out of money due economic crises, they resorted to variety of discounts. Another setback of
the company is the fact that it operates in 35 countries with over 117 stores. Operating it entails
cost that may reduce the profit of the company.

HARLEY-DAVIDSON
1. What kinds of things has Harley-Davidson done well with its Harley Owners Group (H.O.G.)
program to create an extraordinary customer experience that is unique and valuable to its
members?
Customer-perceived value is based on the difference between benefits that the customer
gets and costs the customer assumes for different choices. Harley-Davidson has increased the
value of the customer offering by raising economic, functional, or emotional benefits and/or
reducing one or more costs.

Buyers of Harley-Davidson bikes are offered with one-year membership with Harley
Owners Group or H.O.G and riding club. This offers members the sense of belongingness to the
Harley community and they are offered with benefits and discounts. Harley-Davidson delivers
high customer value in that it offers more than the tangible benefits of a quality motorcycle but
other intangible benefits such as encouraging good service and consistent service by
independent dealers, thereby providing H.O.G members the genuine Harley-Davidson
experience.
The company also has great Customer Relationship Management. As part of the
strategy is through personalized marketing and trying to be relevant as always to the customers.
They also allow customers to contact the organizations through several channels like social
media and even face to face contact.
2. To enlarge its customer base, what kinds of things would you recommend Harley Davidson
do to cultivate long-term relationships with a younger audience, e.g., aged 18-34?
Customer relationship management activities such as greater exposure of the Harley
Davidson brand and Harley-Davidson motorcycles, accessories, spare parts, motor clothes to
connect with the younger audience. Harley-Davidson has also made in-person connections with
new potential riders at music festivals by using dynamometers to create an interactive
experience called Jump Start, which allows novice or non riders an opportunity to feel what its
like to ride and hear a Harley. The company also brings dynamometers to Garage Parties to
connect with potential women riders.
To consider customization of Harley Davidson products, services and programs for the
younger Harley owners. Customers can request for customized seat, personalized designs,
colors and textures on its motorcycles when they want to purchase a motorcycle. Provide a trial
or experience with the existing riders so that all the benefits associated in the Harley-Davidson
motorcycles can be thoroughly experienced before actual purchase. Also, create an interactive
experience called Jump Start, which allows novice or non riders an opportunity to feel what its
like to ride and hear a Harley.

DISNEY
1) What does Disney do best to connect with its core consumers?
It can be seen from the text that by the 1970s Disney concentrated on customers
comprising of children, families and adults. From 1980s, it adopted strategy to reach older
audience. Now its market consists of all ages, cultures. Today, it is one of the leading diversified
international entertainment company which comprises of five segments: The Walt Disney
Studios, Parks and Resorts, Disney Consumer Products, Media Networks a d Interactive Media.
This diversification provides sufficient chances for all kinds of customers to select services.
Besides, they used emerging technologies to connect with customers. This help customers to
be served more conveniently and entertainingly.
Disney core value, as committed by its CEO in saying Disneys greatest challenge today
is to keep a 90-year-old brand relevant and current to its core audience while staying true to its
heritage and core brand values.
2) What are the risks and benefits of expanding the Disney brand in new ways?
It is Disney policy to always seeking for exploring and expanding its markets. Its
expansion strategy is applied not only for development in new countries besides United State
but also new products and services as well. They themselves invest in foreign countries or take
acquisition in the areas such as theme parks, movies, this helps the company to bring more
revenues and profits. Besides, working in entertainment areas, the company should
continuously work on brand that people seek out and trust.
In order to do so one of the most difficulty that the company has to face in expanding
brand in new ways is that Disney has to keep its core business as evidenced by CEO saying
Disneys greatest challenge today is to keep a 90-year-old brand relevant and current to its
core audience while staying to its heritage and core brand values. It is the fact that it is always
not easy in making decision to settle issues which is interlinked.

IKEA
1. What are some of the things IKEA is doing right to reach consumers in different markets?
IKEA has employed several strategies but the most important is that it has increased
international visibility. It has stores located all over the world. Stores are located a good distance
from city centres, customers generally travel 50 miles round trip, thus customers have easy
access to its stores. The company has also an affordable pricing and they look after the
peoples interest specially in giving importance to the customers value for money. On the other
hand \, it provides uniform products, but also customise products based on customer
preferences and items come boxed and require own assembling by the customer hence easy
transportation of the items.
2 IKEA has essentially changed the way people shop for furniture. Discuss the pros and cons of
this strategy.
PROS
Because of the wide variety of items displayed and the layout of the shop designed in a
one way format results in customers seeing everything available. They might therefore end up
buying even something that they hadnt thought about convenience for the customer because
everything is boxed and they do their own assembling. I
t makes it easy to transport and also saving shelf space for other IKEA products and
reducing transport costs for the consumer hence resulting in the lower prices using
unconventional names for their products that people can easily remember.
CONS
The size and scale of IKEA sometimes affects the quality standards of their products and
therefore negatively affect the view that customers has of them. As such customers will have to
pay more attention to the products they are buying. The format of the shop can be too
overwhelming for the customers such that they may not even know where to start from.

Not maximizing on the growing technology available for marketing and advertising, so
consumers might end up going elsewhere. The fact that that people have to assemble their own
items can be problematic for people who are not good at fixing or assembling items.

ACCENTURE
1) What has Accenture done well to target its B-to-B audience?
The company came up with the name Accenture which connoted accent of the future,
retained the Ac of the original company and helped retain sole of its former brand equity and the
web URL. Accenture also helps by playing a role as a partner to aid execution of strategy.
Accenture also see its differentiation as having the ability to provide both innovative ideas
(strategy) and the expertise in IT to execute them well.
2) Has Accenture done the right thing by dropping Tiger Woods as its spokesperson? Discuss
the pros and cons of its decision.
It is certainly a strong decision Accenture had to make to drop Tiger Woods. Tiger
Woods has been around with a gross scandal which shows that he has an extrametrical affair. If
it is true, it is still to some people his personal choice. However, Accenture didnt want to take
the risk as the company is always focusing on creating positive platforms to the customers.
Accenture therefore did the right thing to drop Tiger Woods because the company did not want
to risk the future of its strong brand. Hence, it can be seen that Accenture did make the right
choice to drop Tiger Woods as its spokesperson and search for a new concept that not only
resonated across the world, translated appropriately into different cultures, but also cut its ties
with Woods.
Despite Tiger Woods scandal, some companies still decided to stick around with him.
Thus, Accentures decision to not include Tiger Woods as the spokesperson may help the
company in not risking the brand as well as maintaining its clientele. However, in the long run, it
is quite costly and challenging to find a new replacement for Tiger Woods. Nevertheless, it can
be seen from the case that Accenture continues to excel as a global management consulting,

technology services, and outsourcing company despite dropping Tiger Woods as its
spokesperson. For fiscal year ended 2009 for example, Accenture attained revenues of $21.5
billion.
GE
1. Discuss the importance of B2B marketing and a strong B2B brand to GE.
B-to-B marketing is critical to GE because General Electric (GE) is made up of five
major divisions that operate in a wide range of industries: Energy (Energy, Oil & Gas, Water and
Process Technologies), Technology Infrastructure (Aviation, Enterprise Solutions, Healthcare,
Transportation), GE Capital (Commercial Lending & Leasing, Consumer Financing, Energy
Financial Services, GE Capital Aviation Services, Real Estate Financing), NBC Commercial
(Cable, Film, Networks, Parks & Resorts), and Consumer & Industrial (Appliances, Consumer
Electronics, Electrical Distribution, Lighting).
As a result, GE sells a diverse array of products and services from home appliances to
jet engines, security systems, wind turbines, and financial services. GEs revenues topped $161
billion in 2009, making it so large that if each of its five business units were ranked separately,
they all would appear in the Fortune 200.
2. Have Imagination at Work, Ecomagination, and Healthymagination successfully
communicated GEs focus on its newer endeavors? Why or why not?
After extensive consumer research, the company launched a major new campaign
called
Imagination at Work, which highlighted its renewed focus on innovation and new technology.
The award-winning campaign promoted units such as GE Aircraft Engines, GE Medical
Systems, and GE Plastics, focusing on the breadth of GEs product offerings. GE initially spent
over $150 million on corporate advertising, a significant expenditure but one that created
efficiencies by focusing on the core GE brand. The goal was to unify these divisions under the
GE brand while giving them a voice. Integration was important in communicating the brand
across the organization and to the constituents.

The new integrated campaign got results. Research indicates GE is now being
associated with attributes such as being high tech, leading edge, innovative, contemporary, and
creative, stated Judy Hu, GEs general manager for global advertising and branding. In
addition, survey respondents continued to associate GE with some of its traditional attributes,
including trust and reliability.
HSBC
1. What are the risks and benefits of HSBCs positioning itself as the Worlds Local Bank?
HSBC's risks positioning itself as the "World's Local Bank" when they have to work to
maintain local knowledge in each area of the world. The benefits is that their global campaign of
"Different Values" focuses on multiple viewpoints and different interpretations of their customers.
They focus on how everyone sees things with different viewpoints, and HSBC acknowledges
and respects that people value things in different ways. They strive to help people with different
values. By being the "World's Local Bank" this means that they would have to hire a lot of
people who are knowledgeable of different ethnicities. They would have to work with a lot of
different clients being on a neutral standpoint since they should not be favoring a group of
people over others. The main problem with this is that they would have to work with many
different values of people, since they will be working with so many different people who value
different things.
2. Does HSBCs most recent campaign resonate with its target audience? Why or why not?
HSBC's campaign resonates with its target audience because they use local knowledge
in marketing efforts for specific locations. They also launched a global campaign for different
values and shows different viewpoints and interpretations. This shows how people around the
world view things differently. HSBC needs to be smart when it comes to handling a lot of
different clients. They must be able to successfully market in specific locations and also appeal
to the different areas around the world so that it shows that they treat everyone equally. It would
not look good if they favored one another otherwise people would not trust them. They need to
value the trust that they gain from people around the world because that is their biggest asset.
BMW

1. What are the pros and cons to BMWs selective target marketing? What has the firm done
well over the years and where could it improve?
PROS
First the company creates different alternatives for its customers in terms of style
choices, designs, size and price. Also, they create specific type of cars for specific class of
people.
CONS
The cars are produced only for few segment of the society and the market segment is
exclusive for higher income classes.
2. BMWs sales slipped during the worldwide recession in 2008 and 2009. Is its segmentation
strategy too selective? Why or why not?
The segmentation strategy of BMW is too selective. Its target segments are mainly the
Modern mainstream & Post moderns high income group people. The BMW is an epitome of
Luxury, Loyalty, Success and High esteem hence the segmentation strategy has to be selective.