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Process for Midterm

Process for Midterm. Case is available in casebook Analyze the case (individually and/or in groups) over the next week During exam, several questions will be posed and you will write your answers (individually, on paper)

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Process for Midterm

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  1. Process for Midterm • Case is available in casebook • Analyze the case (individually and/or in groups) over the next week • During exam, several questions will be posed and you will write your answers (individually, on paper) • Exam is “open book” -- you may bring any resources you wish to (except another person); no electronic devices or communication during exam • <2 hrs for exam; 30 min to discuss answers ( this will be the only exam review )

  2. Typical Grade Distributionindividual semesters vary considerably

  3. Case for Mid-term exam Re-THINK-ing THINK: The Electric Car Company

  4. THINK Case Summary • Case timeframe: 2010 • Norway-based company; turbulent history • “Re-started” in 2008 • 1,700 cars sold, mostly in Europe • Planning to sell and manufacture in the US • Considering targeting fleets and consumers • Profits highly sensitive to volume and price

  5. Exam Questions will derive from course topics to date….. • Financial analysis, opportunities, challenges • Identifying decision criteria (objectives) • Market assessment/attractiveness • Target markets and target customers • Customer needs and product benefits • Differentiation: whole product and company • Competitive analysis • Competitive advantage • Making product decisions

  6. Definition of product success Whole product Product plan: key success factors Differentiation Market attractiveness Target customers Competitive advantage Marketing mix (C+4P) Product positioning Sales functions Channel options Channel value-added Operations balance Course Concepts (13)

  7. Income statement analysis Financial benchmarks Target customer description Target customer selection 5 Forces analysis Competitive analysis (10 dimensions) Identifying competitive options Decision criteria Product decisions Product competitive positioning Channel economics Process dimensions Product development best practices Course Methods/Tools (13)

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