MKT 4710 – Marketing Strategy
Final Exam – Due Sunday,March 1, 2015 (midnight)
Dr. Art Weinstein
The case analysis is Case 16 – Gillette on pp. 481-491 of the Ferrell/Hartline 6th edition textbook (2014).
Answer 2 questions – total = 100 points
Question 1- Required (A) – 70 points (maximum 3 pages, appendixes may be added)
A. Using the case analysis guidelines provided - see link case analysis (e.g., 6-step process), demonstrate how Gillette can use one of the decision-making frameworks to develop a major new business opportunity in the global marketplace.
Question 2 – Answer B or C – 30 points (maximum 2 pages, appendixes may be added)
B. B. What actions would you recommend short-term (less than a year) and long-term (one to five years) that would help Gillette maintain its worldwide dominance in the shaving market? Provide two specific short-term marketing tactics and two specific long-term marketing strategies.
C.Evaluate product innovation at Gillette throughout its history. Has Gillette been a victim of its own success? Has product innovation in the wet shaving market come to an end? Explain?
|Due By (Pacific Time)
||03/01/2015 12:00 am