All Case analyses reports are due to me by e-mail

(bashar.gammoh@utoledo.edu) before 8 am on the

indicated due dates (See Tentative Schedule for due date
for each case); any late submissions even by a minute will
result in 100% reduction of the group grade for that
assignment.

Included in this file:

1- Case analysis questions for each one of the four
assigned cases.
2- Case Analysis Reports RUBRIC
3- GROUP PEER EVALUATION FORM Case Analysis &
Report

Case Analysis Questions

Harrington Collection: Sizing Up the Active-Wear Market
See Tentative Schedule for due date
1- What is your evaluation of the womens apparel industry?
How has the average price of womens apparel changed?
What is your evaluation of Harringtons market position?
What is your analysis of Harringtons financial performance?
2- How well does active-wear fit with consumer needs?
What purchase criteria are important for buyers of active-wear?
What, if any, evidence is there to support the hypothesis that active-wear
will be attractive to an upscale target demographic?
3- How does active-wear fit with the Vigor division (e.g., target customer,
advertising and sales strategy, production capabilities)?
What possible impact could this new product line have on Vigor brand
name?
4- What are the potential retail trade and competitor reactions?
Are there any potential channel conflict issues?
5- What is the financial impact of the proposed Vigor active-wear program
for the manufacturing group?
Using Exhibit 9 in the case as a guide, What are the start-up, ongoing
fixed, and variable costs for this new product line?
What unit sales target will have to be captured to break even? Is this
attainable?
What is the profit potential if demand is equal to current Vigor market
share of 7% in the segment in which it competes?

Case Analysis Questions

Clean Edge Razor: Splitting Hairs in Product Positioning
See Tentative Schedule for due date

1- What changes are occurring in the nondisposable razor category?

Assess Paramounts competitive position.
What are the strategic life cycle challenges for paramounts current
products as well as for Clean Edge?
2- How is the nondisposable razor market segmented?
Discuss consumer behavior for nondisposable razors?
3- Develop forecasted Profit and Loss pro-forma statements for Clean Edge
under Niche and Mainstream Scenarios for the first two years. Use Exhibit A
in the next page as a guide.
4- What are the arguments for launching Clean edge as (a) a niche product
and (b) a mainstream brand?
Which would you recommend? What are the strategic implications of your
recommendation?
5- Based on your positioning strategy, what brand name and marketing
budget allocations would you advice?

Year 2

(a) Cannibalization cost = % cannibalization from Avail and Pro * unit sales * contribution per unit

15 Profit after cannibalization

14 Cost of cannibalization - Cartridges

13 Cost of cannibalization - Razors

12 Profits as % of sales

11 Operating Profit

10 Total costs

9 Advertising and Promotion

8 Capacity costs

7 Production costs Cartridges

6 Production costs Razors

5 Total dollar sales

4 Dollar sales - Cartridges

3 Unit sales - Cartridges

2 Dollar sales - Razors

1 Unit sales - Razors

Year 1

Niche
Year 1

Exhibit A. Profit and Loss Forecasts for Clean Edge Under Niche and Mainstream Scenarios ($ in Millions)
Mainstream
Year 2

Case Analysis Questions

Metabical: Pricing, Packaging, and Demand
Forecasting for a New Weight-Loss Drug
See Tentative Schedule for due date
1- Discuss Metabicals points of differentiation compared to current weightloss options?
2- Metabical could be packaged in counts of 7, 14, 21, 28, (4-week supply),
56 (8-week supply), or 84 (12-week supply).
What considerations should be taken into account when making
decisions about the package count?
What package size would you recommend? Why?
3- Calculate the demand (unit) forecast for the first five years for each of the
forecasting methods considered by Printup. Use Table A in the next page as a
guide (Method 1 calculations are completed for illustration purposes).
What are the pros and cons of the three forecasting methods presented by
Printup?
4- Calculate the Gross Margin estimates for the first five years for the different price
options and demand forecast scenarios (use Table B in the next page as a
guide).
What is the ROI* over the first five years for each of the pricing strategies
and demand forecast scenarios (see Table C for fixed cost estimates)?
What impact does your pricing decision have on profitability?
5- What pricing strategy approaches would you suggest Printup explore?
What are the advantages and disadvantages of each strategy?
Printup is considering three pricing options for a 4-week supply (see
Exhibit 3 in the case). Which pricing option would you recommend? Why?
* ROI = (5yr cumulative gross margin 5yr cumulative fixed costs)/5yr cumulative fixed
costs

Sales

Method 3:

Total Sales

Number of Americans with BMI between 25 and 30

1,059,219

615,825
369,495
73,899

78,200,000
27,370,000
4,105,500

Year 2

706,146

Total Sales

Method 2:

410,550
246,330
49,266

78,200,000
27,370,000
4,105,500

10% who might purchase Metabocil in Year 1

adding 5% each subsequent year
plus 60% buy a second package
plus 20% of these buy a third package

Number of Americans with BMI between 25 and 30

x 35% actively trying to lose weight
x 15% who are comfortable using diet pills

Table A Metabical Demand Forecasts (000's) for four week count packages.
Year 1
Method 1:

1,412,292

821,100
492,660
98,532

78,200,000
27,370,000
4,105,500

Year 3

1,765,365

1,026,375
615,825
123,165

78,200,000
27,370,000
4,105,500

Year 4

unit sales

unit sales
unit sales
unit sales

unit sales

unit sales
unit sales
unit sales

2,118,438 unit sales

1,231,650 unit sales

738,990 unit sales
147,798 unit sales

78,200,000
27,370,000
4,105,500

Year 5

Using Forecast Method 3

Using Forecast Method 2

$150 Retail Price

Using Forecast Method 1

Using Forecast Method 3

Using Forecast Method 2

$125 Retail Price

Using Forecast Method 1

Using Forecast Method 3

Using Forecast Method 2

$75 Retail Price

Using Forecast Method 1

Year 1
Year 2
Year 3
Year 4
Year 5
Cumulative
$ 52,819,721 $ 79,229,581 $ 105,639,442 $ 132,049,302 $ 158,459,162 $ 528,197,208

Year 1
Year 2
Year 3
Year 4
Year 5
Cumulative
$ 41,048,267 $ 61,572,400 $ 82,096,534 $ 102,620,667 $ 123,144,801 $ 410,482,670

Year 1
Year 2
Year 3
Year 4
Year 5
Cumulative
$ 17,512,421 $ 26,268,631 $ 35,024,842 $ 43,781,052 $ 52,537,262 $ 175,124,208

Gross Margin Forecast

manufacturer gross margin per unit * forecasted unit sales

Table B Gross Margin Estimates

Marketing
Manufacturing/OH
R&D

Fixed Costs

$
$

Year 1
23,146,000
$
1,200,000
$
400,000,000 $
24,346,000
400,000,000 $

Sunk Costs

Table C Cumulative 5-year Fixed Cost Estimates

Year 2
14,896,000
$
1,200,000
$
$
16,096,000
$

Year 3
14,896,000
$
1,200,000
$
$
16,096,000
$

Year 4
14,896,000
$
1,200,000
$
$
16,096,000
$

Year 5
14,896,000
$
1,200,000
$
$
16,096,000
$

Cumulative
82,730,000
$
6,000,000
$
$ 400,000,000
$ 488,730,000

Case Analysis Questions

Metabical: Positioning and Communications
Strategy for a New Weight-Loss Drug
See Tentative Schedule for due date

1- Identify and discuss the consumer decision-making process for

Metabical?
Who is involved in the process?
2- Given the different demographic and psychographic characteristics of
the overweight market, how should Printup think about the segmentation
of potential Metabical consumers?
Who is the optimal target consumer? Why?
3- Given Metabical positioning, evaluate the different communication
message concepts presented by CSPs advertising agency to reach each
of your target audiences (i.e., health care providers and end users).
What is the appropriate message to convey to each one of them?
4- Discuss the different communication programs (i.e. promotional mix
elements) needed to reach each of your target audiences?
5- Would you change the marketing budget or the IMC mix suggested by
Printup? If, so, how?
What would be the optimal rollout schedule for the key marketing
communication activities?

For Instructor Use Only

I use this form to evaluate your case analysis reports & discussion
BUAD 6300

Evaluation of Case Analysis Reports & Discussion

Groups #:________ Case Analysis write up # (____) ________________________

Total Score: case analysis write up and discussion _______________
Your case analysis write up will be evaluated on the following dimensions:
1. All case discussion questions were thoroughly and insightfully answered demonstrating
width, depth, and quality of analyses.
2. The case write up clearly demonstrate excellent ability in understanding, filtering, and
integrating information provided in the case (not just repeating the facts from the case).
3. The case write up demonstrate a clear understanding and use of all relevant marketing
planning matrices and concepts discussed in class and the required textbooks.
4. The case write up demonstrate the ability to clearly identify the major strategic issue(s)
facing the company.
5. The case write up demonstrate consistency and high levels of relationship between
analyses, arguments made, and recommendations.
6. All group members actively and insightfully participated during the in-class discussion of
the assigned case.

Additional Comments:
What did they do well?

What can they improve?

GROUP PEER EVALUATION FORM Case Analysis & Report

(Peer Evaluation)
Name: ____________________

Cases ___1, 2, 3, & 4___

Please distribute 100 points among your group members, including yourself, to signify overall
contribution to the Case Analysis.
____________________
__________ points
____________________

__________ points

____________________

__________ points

____________________

__________ points

____________________
____________________

__________ points
__________ points

Please distribute 100 points among your group members, including yourself, to signify overall
contribution to the WRITTEN case analysis reports.
____________________

__________ points

____________________

__________ points

____________________

__________ points

____________________

__________ points

____________________

__________ points

____________________

__________ points

Evaluate (1=lowest, 5=highest) your group members, including yourself, in terms of the following:
Idea Generation Work Ethic

Preparation Completeness

Overall

___________________

____________

__________ __________ ___________ ________

___________________

____________

__________ __________ ___________ ________

___________________

____________

__________ __________ ___________ ________

___________________

____________

__________ __________ ___________ ________

___________________

____________

__________ __________ ___________ ________

___________________

____________

__________ __________ ___________ ________

Describe, in detail, your role in the group. What was your primary contribution(s) to the group?

Additional comments you would like me to know, consider, etc. (please use the back of this sheet if
needed):