GB 742: Case Questions


  1. How might one describe the product-market matrix for Sorzal's products?
  2. How would one define Sorzal's business?
  3. How would accepting the mass merchandiser's offer affect Sorzal' business definition?
  4. What is Sorzal's distinctive competency?
  5. What is the apparent relationship between Sorzal and its distributors and how might the contract affect it?
  6. Under what conditions should Sorzal accept the offer?

Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment

  1. How would you characterize the various treatments for balding? Why do people use these treatments?
  2. How effective is Rogaine as a treatment for balding and for whom?
  3. How will the buying process for nonprescription Rogaine differ from the buying process for prescription Rogaine?
  4. Describe and explain the U.S. sales performance of Rogaine through 1995. Was the marketing objective of "maximizing" sales of Rogaine in the U.S. market achieved?
  5. How realistic is the belief, expressed by Pharmacia & Upjohn officials, that nonprescription Rogaine (minoxidil) sales of $1 billion were possible over five years given the marketing program for the brand?
  6. How might the loss of U.S. patent protection and marketing exclusivity enjoyed by Rogaine since its introduction and competition from generic products affect sales of the Rogaine brand?
  7. Will the U.S. marketing strategy developed for nonprescription Rogaine prior to the FDA's recent rulings need to be modified? If so, how?

Procter and Gamble, Inc.: Scope

Using your "purchased" data, how would you state the following:

  1. What significant changes have ocurred in the Canadian mouthwash market in the past three years?
  2. How would you evaluate the performance of Scope over the past three years?
  3. What are the pros and cons of the options available for Scope?
  4. Prepare a marketing plan for the forthcoming year.

Bateson Battery Chargers

  1. What external environmental trends support or oppose Bateson's entry into the battery charger market?
  2. How would you summarize the internal environment for marketing the Bateson battery charger?
  3. Which markets (of the seven described in the case) should Bateson investigate with additional marketing research studies?
  4. Describe a marketing research program that Bateson should undertake to reach a go/no-go decision on the battery charger. Assume a budget of $70,000.

Perpetual Care Hospital: Downtown Health Clinic

  1. How would you describe the consumer decision process for patronizing an ambulatory health care facility?
  2. How would you characterize the DHC's performance after being open eleven months from a financial, marketing, operations, and hospital-wide perspective?
  3. What is your prognosis for the DHC next year assuming the 8% increase in average service charges and the reduction in bad debt expense occurs, but nothing else?
  4. What strategic changes, if any, should DHC consider to improve its performance?
  5. How might DHC bring about any changes suggested?

Carrington Furniture, Inc. (A)

  1. How would you characterize the household wood furniture industry and Carrington's relative position in this industry?
  2. How do consumers buy furniture?
  3. What is the purpose and role of advertising, promotion, and personal selling in the household furniture industry?
  4. What should be the objective(s) for Carrington's communication program in 1996?
  5. How might objectives be translated into an overall budget and spending for specific elements of Carrington's communication's program?

Carrington Furniture, Inc. (B)

  1. What is the role of personal selling in developing sustained and profitable trade relations?
  2. What are the pros and cons of giving Lea-Meadows to the Carrington sales force?
  3. What will be the impact on the sales effort if the Lea-Meadows line is given to the Carrington sales force with no increase in sales force size?
  4. What are the costs and benefits of adding additional sales reps versus using sales agents?
  5. Under what conditions if any, should Carrington give the upholstery line its sales force?

PepsiCo Restaurants International

  1. How would you describe PepsiCo's restaurant performance?
  2. How was the recent organizational realignment for PepsiCo's restaurants supposed to address the performance of the international restaurant business?
  3. How would you describe the competitive and marketing situation faced by PepsiCo's international restaurant business?
  4. What are the pros and cons of a worldwide thematic advertising effort.
  5. What are the pros and cons of placing PRI's advertising program under the creative and execution direction of a single (worldwide) advertising agency for Pizza Hut and another agency for KFC?

Masterton Mills, Inc.

  1. How might we characterize the carpet and rug industry and Masterton's position in the industry?
  2. What are the pros and cons of a wholesale vs. company distribution system from a qualitative perspective?
  3. What are the economics of the wholesale vs. company distribution system? Can Masterton Mills afford "going direct?"
  4. Can Masterton Mills afford losing potential sales if wholesalers drop their line before a change, if any, is implemented?

Texas Instruments: Global Pricing in the Semiconductor Industry

  1. How would you characterize the semiconductor industry and TI's competitive position in this industry?
  2. What is TI's current approach to the pricing of semiconductors?
  3. What is meant by global pricing and why are large distributors and some original equipment manufacturers advocating it?
  4. What would be the implications for TI of adopting global pricing?
  5. How important is it for TI to negotiate the matter of global pricing with Arrow Electronics, if at all?

Macon Museum of Art

  1. What exactly is the Marshall Museum of Art?
  2. What is the "image" of the Marshall Museum of Art? Why is image important for a museum?
  3. How would you rate the overall performance of the Marshall Museum of Art?
  4. What are the roles and financial expectations for an institute's auxiliary activities and how are these activities performing?
  5. What recommendations should Ms. Mercer and Mr. Pate make to the Marshall Museum of Art's Board of Trustees?
  6. Prepare a pro forma income statement like that shown in Exhibit 2 in the case which includes expected revenues and costs for 1997.