學門類別
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J & J (Philippines), Inc. - Johnson's Face Powder (A)
內容大綱
This is the first case in a two-part series about decisions relating to the introduction of a new product, Johnson's face powder, to the Philippines market. This case provides information about the Philippine market and the development of the introductory strategy for the product. The student is asked to assess the merit of the strategy, both in terms of market acceptance and their calculations as to projected contributions. (A two-minute video can also be purchased for this case, J & J (Philippines) Inc. - Johnson's Face Powder - Video.)
學習目標
<ul><li>To discuss product/market fit, market potential, development of a marketing strategy to tap that potential, and calculation and assessment of financial outcomes - all in one class.</li><li>To facilitate student understanding of both the concept of a marketing strategy offer and the sequence of marketing decision making.</li></ul>