個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Canadair Challenger Jet
內容大綱
The Canadair Challenger Jet senior management must decide whether or not to proceed with the venture of designing, marketing and producing an aircraft to compete in the world market for large business jets. Canadair executives must decide the product positioning, price, advertising, selling program, and servicing arrangements before they can assess the feasibility of the venture.
學習目標
<ul><li>To learn that demand analysis depends on the underlying market dynamics, especially for a high technology market.</li><li>To learn something about pre-empt strategies.</li><li>To identify the critical success factors in a major project.</li><li>To show that Canadians are just as capable in conceiving strategy as they are in executing someone else's strategy.</li></ul>This case can be used in a second-year strategic market planning course, capstone strategy course, or year-end first-year marketing strategy course.