Marketing Management Detailed Course Outline
Week 4 (Thursday, March 27)

“We developed five rules for successfully competing in Japan and in other countries as well:

  • Know the customer

  • Tailor your products to the market

  • Market with sensitivity to culture

  • Penetrate the distribution system

  • Sell your company as well as your brands”

— Edwin L. Artzt, Vice Chairman of the Board and President, Procter and Gamble International

Topics Segmentation, Targeting and Positioning
Read Best:  Chapters 5, 6 & 7
"How Global Brands Compete," HBR, September 2004.
In-Class Activities Video Case:  Dell:  The Direct Sales Model
Discussion Questions:

  1. Why has Dell been so successful?

  2. What is Dell’s business model?

  3. How did Dell do it?

  4. Do you have any reservations about this business model?

  5. What does Dell have to do to maximize the benefit of its on-line capability?

To prepare for class discussion, visit the Dell Online Web Site. 

Case Assignment
Due 6 p.m.

Giordano International:  Sustained Success Beyond 2005?

Discussion Questions:

  1. What is Giordano's positioning and competitive differentiation strategy?  Discuss its key success factors at the time of the case.

  2. How are the company's service design strategies (e.g. people, process, physical evidence) linked to its market position?  In other words, how does Giordano align its service design with customer expectations?

  3. Can Giordano sustain its focus on high quality service and value-for-money as it grows?  In your opinion, which strategy provides the greater sustainable competitive advantage?

  4. Can Giordano transfer its key success factors to new markets as it expands both in Asia and the rest of the world?
Other Service Design decisions are now available within LINKS.
LINKS Decisions Due Q6 Decisions are due Monday March 31 Noon.