Disney n Black & Decker Chapter 2

Chapter 2

Company and Marketing Strategy:

Partnering to Build Customer Relationships

Individual Assignment 

1.      Read the opening vignette to the chapter. Think about the answers to the following questions:

a.       What strategies have been used by Disney in the past to expand market share?

b.      What new strategies are being devised to ensure Disney’s future growth and success?

c.       What (if any) danger could Disney face with its strategies?

d.      What “connections” is Disney attempting?

Share your findings with the class.

Think-Pair-Share

1. Consider the following questions, formulate and answer, pair with the student on your right, share your thoughts with one another, and respond to questions from the instructor.
1. What is the difference between a business or company strategy and a marketing strategy?
2. Compare the Boston Consulting Group’s portfolio analysis method to the product/market expansion grid. Which method would you rather use in your own business? Why?
3. Why would a focus on the 4 Cs be more important than the 4 Ps?
4. What is the difference between a market segment and a market target?
5. What is a value chain? Why is the concept important?

Outside Example

Black & Decker is name known to many Americans. The company brings forth images of Dad out in the shed, perhaps building a dog house with his Black & Decker power tools. But did you know that Black & Decker also offers garment steamers, coffee pots, and more? Go to their Web site at http://www.blackanddecker.com/ to see the wide range of products offered by this company. You can also view their corporate site by clicking on the link on this site, or going directly to http://www.bdk.com/. The company’s vision statement is in the Investor Relations section of that Web site.

1. Outline Black & Decker’s product portfolio. Try to group them into business units (the Web site can help in that regard). Do you think these various products fit together nicely in one business? Why or why not?
2. How would you recommend Black & Decker position themselves in the marketplace against their key competitors? Can you position the entire company, or can it only be done by product line, given the diverse nature of its products?
3. Define Black & Decker’s 4 Ps for their power tools. For price, note the range of prices that you can find. You might want to look at the advertising circulars in your local Sunday newspaper for retail prices, or visit local hardware stores.