MBA 517: Session

1
MBA 517 Session 5 Your company does not
belong in markets where it cant be the best.
Philip Kotler

• Your host David Perry
• October 21, 1999

2
Recap from last week

• Competition
• Porters forces
• 6 positions dominant to nonviable
• Reactions laid-back to stochastic
• Strategies market leader to market nicher
• Segmentation Niche gt Local gt Individual gt Bases
• Differentiation Product gt Services gt Personnel-
• Positioning 4 strategies 4 errors USP
  Statement
• Product Lifecycle Intro thru Decline
  strategies
• Ben Keylin Promo Triangle (he returns 11/18)

3
Today gtgtgt Next Week

• Today Launch PharmaSim
• Starting Using PharmaSim (handout disks)
• Team Evaluation components
• Case Discussion
• Today Microsoft Works case
• Guest Libby Nuttal (former MS Works Product Mgr)
• Next Week Guests Mike Fulton Chris Ireland
• Topics Global Marketing Products People Love
• Reading Lecture will touch on Kotler (Chap
  1112)

4
PharmaSim

• Everyone needs a disk (provide coupon)
• Starting and using PharmaSim (handout)
• Schedule for decisions
• Team Evaluation
• Case Discussion

5
PharmaSim Schedule
Note Administrative Reports due on 11/4 11/8
12/2
6
Team Evaluation

• Administrative Reports
• Turn in with decision 2, 4, 8
• PharmaSim Team Strategy Memo
• Due when you turn in decision 2 (5 pages max)
• PharmaSim Strategy Plan
• Due when you turn in decision 4 (5 pages max)
• PharmaSim Team Presentation
• Presented on 12/2
• PharmaSim Team Performance
• Turn in floppy disk on 12/2 with decisions thru 8

7
PharmaSim Case Qs

• Who are the current and potential customers for
  Allround? How does the purchase process for these
  buyers work?
• What market does Allround compete in?
• What advantages does the Allround brand offer vs.
  competition? Who do you consider Allrounds
  competitors to be? Why?
• How does the trade segment the market?
• What are the most important issues to attend to
  in planning for next year?

8
Microsoft WorksCase Discussion