個案資料
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Immuno-Genetics Inc.: Technology for Predicting Immune Response
內容大綱
Researchers at the Ontario Veterinary College had formed a company, Immuno-Genetics Inc., to develop new technologies to measure the immune response of dairy cows by using a blood test and skin thickness test on individual cows. Cows who showed a high immune response were unlikely to contract a number of common diseases. The test results thus allowed dairy producers to determine the likelihood of cows having health problems over their lifetimes. This information was valuable in managing a dairy herd to optimize performance and minimize health costs. Immuno-Genetics' early marketing research supported the launch of the technology, but an effective marketing strategy had to be developed. Immuno-Genetics had to determine who should be targeted, what products should be sold to each target, how the products should be priced, and what method of distribution to use. In addition, a promotional strategy needed to be developed for the product launch, and sales and profit projections needed to be made for the first two years of operations.
學習目標
This case is ideal for students in marketing and distribution courses at the undergraduate and graduate level. Using the case, students will learn to do the following:<br><ul><li>Determine the feasibility of launching new technology</li><li>Segment the market and determine the best target</li><li>Develop a product strategy for each target</li><li>Develop a price strategy for each product</li><li>Analyze distribution options and select the optimal approach</li><li>Develop a promotional program for the launch</li><li>Project sales and profits</li></ul>