CONTENTS
PART 1 STRATEGIC MANAGEMENT
1 GAINING MARKETING ADVANTAGE = 3
Analyzing the Strategic Situation = 5
Strategic Forces = 5
Determining the Situational Advantage = 7
Market Development = 9
Market Domination = 9
Differential Advantage = 10
Market Selectivity = 10
No Advantage = 11
Developing the Situational Profile = 13
Examining Strategic Objectives and Strategy Alternatives = 13
Strategic Objectives = 13
Identifying the Strategic Alternatives = 14
Moving form Strategy to Action = 17
Determining Strategic Fit = 17
Strategy Selection Criteria = 19
Strategy Selection = 20
Marketing Strategy and Business Performance = 22
Strategy Selection and Performance = 22
Implementation Issues = 24
Environmental Vulnerability = 25
2 FINANCIAL ANALYSIS FOR MARKETING DECISIONS = 26
Analysis Activities = 26
Unit of Financial Analysis = 28
Sales and Cost Information = 29
Evaluating financial Performance = 30
Some fundamentals = 30
Basic Financial Reports = 34
Key Financial Ratios = 35
Financial Analysis Model = 39
Productivity Measures = 39
Financial Planning = 41
Important financial Analysis Issues = 46
Selecting Performance Criteria = 46
Marketing's Influence on Financial Performance = 47
Eliminating Information Gaps = 48
Impact of Inflation = 49
Time Value of Money = 50
Spreadsheet Analysis - Using Personal Computers = 50
Spreadsheet Capabilities = 51
How Spreadsheet Analysis Is Set Up = 51
Using the Spreadsheet in Case Analysis = 52
Concluding Note = 53
3 GUIDE TO CASE ANALYSIS = 54
Why Cases? = 54
The Case Method of Instruction = 56
Your Responsibilities = 56
A Guide to Case Analysis = 57
Step 1 : Situation Audit = 58
Step 2 : Problem / Decision Statement = 60
Step 3 : Identification of Alternatives = 62
Step 4 : Critical Issues = 63
Step 5 : Analysis = 64
Step 6 : Recommendations = 66
Appendix An Outline for Case Analysis = 68
PART 2 COORDINATING BUSINESS AND MARKETING STRATEGIES
CASES
2-1 Rockingham Memorial Hospital = 86
2-2 World View Travel Agency, Inc. = 95
2-3 MacTec Control AB = 105
2-4 Kinder-Care Learning Centers, Inc. = 113
2-5 Marion Laboratories, Inc. = 125
2-6 The Simons Lumber Company = 148
2-7 Webber manufacturing Company, Inc.(A) = 161
2-8 Rogers, Nagel, Langhart(RNL PC), Architects and Planners = 182
APPLICATIONS
2-9 Kimberly - Clark Corp. = 200
2-10 Daimler - Benz AG = 205
2-11 Fisher - Price Toys = 208
2-12 Campbell Soup Company = 210
2-13 Pier 1 Imports, Inc. = 216
PART 3 TARGET MARKET STRATEGY
CASES
3-1 TenderCare Disposable Diapers = 230
3-2 The Michigan League = 240
3-3 Sungold Cabinets = 250
3-4 Algonquin Power and Light Company(A) = 260
3-5 Freeman Roller Rink = 269
3-6 Kellogg Rally Cereal = 276
APPLICATIONS
3-7 Keithley Instruments = 284
3-8 Whittle Communications L. P. = 288
3-9 Toyota Lexus = 292
3-10 Marriott Corp. = 296
3-11 Morning Treat Coffee Bags = 301
PART 4 MARKETING PROGRAM POSITIONING STRATEGY
CASES
4-1 Zayre Corporation(B) = 315
4-2 Seanav Corporation = 340
4-3 Frank W. Horner Ltd. = 354
4-4 Norsk Kjem A／S = 370
4-5 Screen Print Display Advertising Limited = 378
4-6 Nebon Medical Products, Incorporated = 393
4-7 Newell Furniture Company = 400
4-8 Airwick Industries : Carpet Fresh = 408
4-9 S. C. Johnson and Son, Ltd. = 428
4-10 J. W. Thornton Ltd. = 444
APPLICATIONS
4-11 Holly Farms Corp. = 462
4-12 Apex Chemical company = 464
4-13 Tandy Corp. = 468
4-14 Apple Computer Inc. = 469
4-15 Supersonic Stereo, Inc. = 476
PART 5 DEVELOPING MARKETING PLANS
CASES
5-1 Coastal plastics Company = 492
5-2 The Needlework Company(A) = 504
5-3 Bavaria Manufacturing International = 516
5-4 Cantel Inc. = 536
5-5 Thompson Respiration Products, Inc. = 554
5-6 Rosemount, Inc. = 567
5-7 Paper Mate = 580
5-8 Robinson Chemical Company = 591
APPLICATIONS
5-9 L'Oreal = 610
5-10 Color Tile, Inc. = 613
5-11 MADD = 617
5-12 Nixdorf Computer AG = 620
5-13 Minute Maid Orange Juice = 623
PART 6 ORGANIZING, IMPLEMENTING AND CONTROLLING MARKETING STRATEGY
CASES
6-1 Donaldson Company, Inc. = 632
6-2 American Safety Razor Company = 647
6-3 Robert N. Maxwell Memorial Community Hospital = 656
6-4 Aurora Lotion = 664
6-5 Parke - Davis Professional Health Group = 677
6-6 The Gillette Company - Safety Razor Division = 697
APPLICTIONS
6-7 Pratt & Whitney = 718
6-8 Winkleman Manufacturing Company = 722
6-9 Time Unlimited, Inc. = 726
6-10 Toys "R" Us, Inc. = 730
6-11 The Limited Inc. = 734
Index of Cases and Applications = 741
