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A review of the dimensions and metrics marketers use to project and assess market and marketing performance.

The owner of a restaurant serving Middle Eastern cuisine realizes the need for a bigger location due to extreme customer congestion. He is contemplating moving the restaurant to a new location that would require $255,000 of renovations in order to keep pace with his growing consumer base. Students are asked to: 1) identify those items relevant to the decision and categorize them as either recurring or one-time flows; 2) understand that recurring flows consist of both fixed and variable costs; 3) identify investments, including working capital accounts; 4) calculate return on investment and 5) make a decision based on both qualitative and quantitative analysis.

A polymer chemist initiated a lawsuit against a national research institute for having failed to pursue a patent on his behalf, while he was employed as a post-doctoral research fellow. The chemist must now decide whether to accept a pre-judgement cash settlement of less than one sixth what his lawyer claims he is entitled to. Among the questions raised in this case are: Should the research institute have pursued a patent for an invention it did not own? In letting the institute file the patent application on his behalf, did the chemist not tacitly agree to assign his invention to the institute? The case outlines the importance of human resource policies stipulating the ownership of inventions made by scientists employed by an agency or others working onsite. It also shows how problems of assignment of intellectual property rights, if not resolved, can lead to failed technology transfer. The case also provides a detailed look at how a scientist would report an invention to its technology transfer office in order that a patent might be applied for.

A research institute has a concern with the reliability requirements of a military vehicle. Reliability is the probability that a system will accomplish its designated mission in a satisfactory manner or in more specific terms, the probability that it will perform in a satisfactory manner for a given period when used under specified operating conditions. Reliability of a weapon system is often expressed in terms of mean time between failure (MTBF). Two military vehicles were tested to obtain reliability life data for reliability evaluation. The objective of this case is to introduce reliability concept, MTBF, life data analysis and objective procedure for a decision making.

A business school is contemplating a major shift in strategy. The case examines the critical structural performance management, cultural and organizational issues associated with the change. Students will understand the difficulties of change with multiple stakeholders and constraints.

Asian Paints, recognized as one of the best managed companies in India, has recently embarked on a significant push to internationalize its activities. The president of the international division is faced with the challenge of simultaneously meeting sales volumes expected, and to contribute to the company's goal of becoming one of the top five decorative paint companies in the world.

The founder of Skadurz Pro, a skateboard, snowboard and clothing store has a tough decision to make regarding the future of his business and its two retail stores. His mother is ready to retire from her position as his business partner, and a large national competitor is about to open a franchise in direct competition with one of his outlets. It appears that the new competition will have severe impact on the company, and he must decide how he will face the challenge. Should he turn his attention to other ventures that spur his imagination, or try to maintain the unique position his business has carved for itself.

An entrepreneur must decide if he should bid to acquire a commercial bakery, Cake Masters, given his objectives in his search and his investors' expected returns of 20-30 per cent. If he bids, he must decide how much to bid and in what form of consideration. Students are introduced to valuation methodologies and will evaluate an acquisition or opportunity, understand the process of acquiring a small company, learn how preceding transactions are considered and learn about discounted cash flow analysis.

The owner of Runners' Choice, a running specialty store, must determine what changes to make to his marketing strategy in order to differentiate his business from that of his chief competitor, which has a similar name. Students perform a customer analysis, evaluate the existing promotional activities and product offerings of the two similar competing businesses to clearly position Runners' Choice relative to its competition.

The product manager for coffee development at Kraft Canada must decide whether to introduce the company's new line of single-serve coffee pods or await results from the United States. Key strategic decisions include which target market to focus on and what value proposition to signal. Important questions are also raised as to how the new product should be branded, which flavors to offer, whether Kraft should use traditional distribution channels or direct-to-store delivery, and what forms of advertising and promotion to use. The case provides a basis for discussing consumer decision making, and stresses the importance of providing a clear incremental benefit when introducing a new product in an established category. It may be used independently or with the supplement, Kraft Foods: The Coffee Pod Launch (B).

Chip Wilson, founder of lululemon athletica, a Vancouver-based manufacturer, distributor and retailer of high quality yoga apparel, started a new streetwear line of apparel that would combine fashion with social consciousness. The apparel sold at OQOQO was made from natural and organic materials, under safe and fair working conditions, and it was produced in a way to reduce environmental impact. There were some problems regarding the sourcing of materials and the customer's perception of certain materials such as soy and hemp. Chip must decide whether to expand the number of OQOQO stores.

This is the second of two cases on Kraft Canada's entry into the single-serve coffee and hot beverage market. Kraft Foods: The Coffee Pod Launch (A) describes the initial situation facing the category manager, who must decide whether to launch a new line of coffee pods that Kraft plans to introduce shortly in the United States. The (B) case summarizes key elements of the marketing strategy, and the preliminary results. Students are then faced with the challenge of what to do next.

The owner and sole proprietor of a small clothing company has to plan a future marketing strategy. The company has not yet generated a profit from the seasonal store operation in Sauble Beach or from annual sales in two London, Ontario fitness clubs. This case will expose students to major marketing decisions involving product, price, promotion and place (distribution). It will also emphasize the importance of a thorough market analysis and corporate capabilities analysis before evaluating marketing alternatives and making decision. The case gives students practice calculating contribution and contribution margin rates and encourages students to develop a promotional strategy around a new method of distribution. Students also learn how to illustrate the use of a projected income statement, which will crystallize the student's marketing decisions.

Activplant is a software firm specializing in monitoring, measuring and analysing the performance of factory automation systems in London, Ontario, Canada. It is a pioneer of the industry, and has installations in most of the largest automobile manufacturing firms in North America as well as some clients in consumer goods. Activplant is considering the opportunity of expanding their business to include a much more aggressive sales and service approach in Europe. An entrance into Europe involves how both sales and service will be delivered to clients, which could be done through a number of different channels including: consulting partners, value-added resellers, a joint venture or fulltime Activplant staff. The case allows students to evaluate both the dollar costs and benefits of each choice as well as qualitative concerns like product quality and maintaining contact with customers.

The vice-president of human resources of the British Columbia Automobile Association (BCAA) had just concluded negotiating the first collective agreements for two separate bargaining units with the association's union, who represented about 25 per cent of BCAA's workforce. BCAA's senior management wanted to find a way to reconcile with its unionized employees while still carrying on with the biggest cultural change in the company's century-long history. They wondered how best to proceed. The case serves as a discussion vehicle for how companies can manage labor relations post-strike, while attempting to implement strategic change.

The co-founder of NEWAD, a media company, is considering expanding the company's scope of operations from traditional place-based postcard and board advertising to digital signage. Digital signage offers the opportunity to expand NEWAD's business. However, the co-founder wondered about the high fixed costs of entering this type of advertising business and how much the company would have to charge to turn a profit.

This case presents the situation faced by three people in the United States as they exit a restaurant in California. They are discussing whether tipping is a form of private sector corruption, similar to public sector corruption that pervades many countries worldwide. Discussion ensues on what constitutes corruption, and whether private and public sector corruption are required and ethical business practices.

Pharmaxis is a new biotechnology venture based in Sydney, Australia. The case brings to light the important stages in the growth of the company and the commercialization decisions the company faced. It also highlights both the uniqueness of some of the managing team's decisions and their understanding of the industry. The case underscores the point that good decision-making can overcome apparent barriers to growth. The company is now at a key decision point. It needs to determine the best approach to commercialize its first diagnostic product. The wrong decision could waste scarce financial resources, divert the time of managers and researchers, and jeopardize the reputation of the firm with potential investors.

In January 1997, Sir John Craven, a highly respected investment banker and chairman of the investment bank Deutsche Morgan Grenfell, was offered the chairmanship of Lonrho, a conglomerate with headquarters in London, England, and operations primarily in Africa. Lonrho's more significant interests were in hotels, mining, agribusiness and trading. The company was experiencing financial trouble, and was no longer respected by the financial community in London. Tiny Rowland, the tycoon entrepreneur who built the firm, had recently been fired. The firm lacked the leadership and direction it needed to remove itself from its current financial troubles and prosper in the future. Sir John needed to decide whether he should accept the offer of the chairman position, and if he did, what direction Lonrho should take. Supplements From Lonrho to Lonmin (B): Restructuring a Conglomerate, product 9B05M068 and Lonrho (C): Lonmin, product 9B05M069 look at the Sir John's decision and the company's focus.

In this supplement to Lonrho PLC (A): An African Conglomerate, product 9B05M067, Sir John Craven discusses his decision to accept the chairman position. It also looks at the general direction taken by Sir John, and how Lonrho had faired as it took this new direction. Lonrho has decided to focus on mining in Africa and dispose of non-mining related assets.