學門類別
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J & J (Philippines), Inc. - Johnson's Face Powder (B)
內容大綱
This is the second case in a two-part case series about decisions relating to the introduction of a new product, Johnson's face powder, to the Philippines market. In the first case, J & J (Philippines), Inc. - Johnson's Face Powder (A), the student was asked to assess the merit of the strategy, both in terms of market acceptance and their calculations as to projected contribution. In this case, the marketing vice president of J&J (Philippines) gets a phone call from the U.S. headquarters telling him to cancel the introduction. The subsequent discussion focuses on the issue of how product policy should be managed in an international organization. (A two-minute video can 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>