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An entrepreneurial university student found himself contemplating several decisions that could drastically alter the operations of his summer business distributing household paper products and cleaning supplies in Montreal. These decisions included three ways to expand (enlarge the salesforce, target a new market and pursue a franchise program), and three ways to change the nature of the venture (launch an environmental line, distribute non-perishable foods and reduce delivery quantities). Underlying all of these was the possibility of selling the business and pursuing an opportunity with a multi-national corporation. Students have to evaluate the current strategy and operations and assess the viability of the proposed alternatives.

A telephone company is launching a new network feature, voice mail, and requires a complete marketing communication program. This case provides detailed market information to enable specification of target audiences and communication objectives. (A sequel to this case addresses media and production costs, Newton Launch (B).)

A telephone company has identified the target audiences and objectives associated with its new voice mail system (see Newton Launch (A)). This case provides very detailed media and production costs and other information to enable the preparation of a complete marketing communications program for the launch of voice mail. The two cases constitute a very thorough workout in all aspects of marketing communication, especially advertising, direct marketing, merchandising, and publicity.

The manager of a telephone company is examining all major forms of marketing research in an effort to answer questions about how to package together 15 network features for the residential market. This case is especially useful to illustrate research design issues.

Northern Telecom Canada is launching its new payphone system, Millennium. The marketing director for the new line of pay telephones is considering how to price the terminal part of the system. There are many considerations, including an extensive evaluation of the economic value of the system to the telephone company's customers, pay telephone agents, users and, of course, Northern Telecom itself. A complete marketing plan is required to sell to telcos, agents, and end users. This case requires much greater than usual preparation time.

The manager and owner of The Pool Doctor, is in the process of formulating a marketing strategy for the coming year. Many strategic issues remain unresolved, such as how to advertise, whether he needs to change suppliers, and deciding upon a basic product mix to achieve maximum profits and long-term success.

Scott's, well-known for Kentucky Fried Chicken, is considering entering the pizza business. The corporate strategist has identified the two most attractive alternatives which he sees as strategically inconsistent: an acquisition would allow the company to penetrate the pizza market quickly with a minimum of innovative development; locating pizza outlets on company-owned land already occupied by Kentucky Fried Chicken stores would make a great use of existing corporate assets. In his recommendations to the Board of Directors, he needs to consider the results of a consumer survey as well as the company's strengths and weaknesses. Two follow-up cases are available Scott's Restaurants (B) and Scott's Restaurants (C).

This case is a sequel to Scott's Restaurants (A). The market research carried out in case (A) indicates that Scott's could establish a pre-emptive position in the take-out pizza market by concentrating on a limited number of basic requirements: cleanliness, product quality, and quality of service. Therefore, the pizza plan is implemented according to the marketing plan. However, early test results are not very promising. A new market survey is conducted for Scott's by a consulting firm.

This note examines several of the financial analysis techniques used in marketing decision-making. The goals of marketing management are usually financial in nature. Accordingly, financial considerations are important both when selecting among alternative marketing activities and when evaluating the outcome of a marketing course of action.

The London Regional Children's Museum is engaged in a fund-raising campaign in order to move from temporary cramped facilities to an owned, large building. The needed million-dollar plus goal has been roughly half achieved. The case describes the museum and the environment in which it is seeking funds. The director is attempting to design a campaign to reach private donors.

An engineering manager has just received the resignation from the company's best engineering designer. The designer was asked to prepare a report on a current project to ensure that any problems during the process could be corrected before completion. In the report he was critical of the design features and some crucial parts of the project. The report was presented to upper management, concerns were discussed and it was decided to ignore the report and allow the project to continue without any changes. After finding out about the decision, the engineering designer submits his resignation. The engineering manager is uneasy about the events unfolding and must decide what to do next. Supplements Maintrel (B), (C) and (D), products 9A75J010, 9A75J011 and 9A75J012 highlight the engineering manager's decision and the outcome.