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In the summer of 1996, Masao Morita, president of Sony Personal Mobile Communication Co., contemplated how to formulate its multinational marketing strategy for the fast-changing car navigation systems market. Morita needed to resolve the conflicting views within his company regarding several key issues, including geographical market focus, product selection, and standard setting.

When a new banana import policy is implemented in 1993 by the European Union, Chiquita Brands International, the world's largest banana distributor, watches its sales and net income plummet. The policy, Council Regulation (EEC 404/93), uses a new tariff and quota scheme to support the import of European territory bananas and significantly reduce Latin American banana imports, Chiquita's primary business. As a result, Chiquita sustains losses totaling $400 million between 1992 and 1994. To combat the EU policy, Chiquita files a Section 301 Petition with the U.S. Trade Representative. Yet CEO Keith Linde knows that even a successful 301 investigation can produce only medium-to long-term results. In 1995, Chiquita still faces the immediate necessity of improving the company's grim financial position.

Containing excerpts from Jerry Kaplan's best-selling book, Startup: A Silicon Valley Adventure, this case begins with Kaplan's idea for developing a handheld, pen-operated computer. It follows Kaplan, who becomes the CEO of GO Corp., as he goes on the road to sell his idea to investors and customers. Closes as Kaplan prepares to pitch his idea to the data--processing administration of State Farm Mutual Life Insurance. With IBM and other established firms as competitors, Kaplan must plan his presentation carefully.

A small school-uniform manufacturer wrestles with seasonal demand. The company is saddled with excess inventory when it is bought by a leveraged buyout firm. Students are required to identify ways to analyze and solve the problem.

Boston Beer Co. revolutionized the beer industry by identifying and responding to a new consumer segment. Using the excess capacity in the brewing industry to establish contract brewing arrangements and an extremely capable sales force, the company opened the industry's eyes to the need for high quality product and freshness. The emphasis on unique product development and freshness was a first for the industry.

A new supervisor in a managed health care facility created from a merger wrestles with taking charge and dealing with human resource problems for the first time. See also the B case (UVA-OB-0599).

Set in August 1995, enables students to assess Berkshire Hathaway's bid for the 49.6% of GEICO Corporation that it does not already own. Students perform a simple valuation of GEICO shares and consider the reasonableness of the 26% acquisition premium. There are no obvious synergies, and Berkshire Hathaway has announced that it will run GEICO with no changes. Student analysis can include the investment philosophy and remarkable record of Berkshire's CEO, Warren E. Buffett.

The board of directors of a rural health clinic fires its executive director. The case elaborates the evolution and progress of the clinic under this director during a period of growth and a changing health care environment. Factors contributing to and questioning the firing decision are described.

In December of 1993, two of Boston's largest and best known hospitals, Massachusetts General and Brigham and Women's, announced that they were setting aside their historic rivalry to form an alliance and build a regional health network. The announcement set off a wave of merger talk throughout a Boston health care market that was carrying too many specialists, beds, and service providers. Like its peers, Mt. Auburn Hospital began a search for an alliance. The hospital had managed to thrive during the previous decade by restructuring its operations in response to the revolution in managed care. But in a health care environment potentially dominated by regional networks, the hospital's position as a mixture of community and teaching hospital had made it vulnerable. Mt. Auburn's board of trustees formed a special task force on alliances to solicit proposals and make a recommendation as to which (if any) organization would make for the best partner. The suitors that showed up at the task force's door represented nearly every type of player in the health care market. In February of 1996, the task force faced the daunting task of picking through the various alternatives.

Schroder Ventures is considering launching a pan-European fund in response to investor demand. This will lead to changes in the interactions between the parent organization and the national affiliates. A related question is the extent to which the private equity model can be transplanted across national boundaries.

Resource Link is an in-house temporary firm, supplying managers and technical workers to the 26 business units of AT&T on a contract basis. The challenge facing Resource Link is how to grow, since an increasing number of managers are eager to use variable workers to staff their businesses. Resource Link must decide whether to bring outsiders into the pool or to continue to rely on AT&T employees who choose this way of working.

MacTemps is a provider of temporary workers skilled in computer graphics and database management. Unlike many temporary agencies that treat temps as a commodity, MacTemps has attempted to build relationships with temps through offering benefits and training. This case explores the pros and cons of this strategy by presenting data on the underlying economics of the arrangement and the characteristics of the temp force.

The case describes the development process used by Team New Zealand to design their two yachts for the 1995 America's Cup. During development, the team makes extensive use of simulation and physical prototyping to improve the initial design concept. As they approach construction, they must decide whether to build both boats at the same time and, if so, whether to vary their designs. The decision hinges on evaluating the benefits of different experimentation strategies. Includes color exhibits.

American Home Products' (AHP) $9 billion hostile takeover of American Cyanamid (Cyanamid) was the largest mergers and-acquistions transaction in 1994, and made AHP the fourth largest pharmaceutical firm in the United States. At the time of AHP's offer, Cyanamid had already begun to restructure by selling its consumer products businesses, spinning off its chemicals division, and entering into asset swap negotiations with SmithKline Beecham. AHP entered the fray, at least in part, to block the asset swap deal. The case takes students inside the board room and describes the tension generated by the fact that Cyanamid's management and its outside directors had different views on the desirability of the takeover. At issue is whether Cyanamid's board will endorse AHP's hostile offer in spite of the fact that management does not support the offer, and instead supports a lower-valued friendly asset swap with SmithKline Beecham. After a tense and painful board meeting that lasted several days, the board voted unanimously to support the offer.

The general manager of Fuji Film's Saudi distributorship must decide on a relaunch strategy for Fuji film and cameras in Saudi Arabia.

This brief problem can be used to cover the concepts discussed in UV0415, "Process Performance Measures." Calculations required include capacity, bottlenecks, utilization, the effects of setup reduction, and batch size.

A manufacturing manager has been asked to develop an estimate of the production cost of a therapeutic wrist exerciser prototype. Automated assembly was possible long-term, but a manual assembly and test procedure was necessary until the product was firmly established. Teams of students can be asked to develop an assembly process for the new product using either an assembly line or single operator configuration. Hands-on experience in job design can be provided to the students. Students must use job design and work measurement methods to estimate overall product cost and propose alternative prototype designs that might reduce assembly costs. The performance of the two process configurations can be compared during an in-class student demonstration. Subsequent discussion can focus on the challenges of work design for an assembly line or single operation configuration, along with the quality, cost and management challenges implicit in each.

A small manufacturing company plans and budgets sales and expenses to ensure that its strategy is feasible. It must trace costs of manufacturing through work-in-process to finished goods and cost of goods sold, and project cash flows and income.

The owner of a rapidly growing retail lumber company is considering the financial implications of continued rapid growth. The magnitude of the company's future financing requirements must be assessed in the context of the company's access to bank finance and/or equity finance. A rewritten version of an earlier case.

GO faces a crisis in March 1991 when Microsoft announces the introduction of a competing operating system for pen-based computers. GO's managers must work with its venture financers, Kleiner Perkins, to redesign its financing, alliance, and product development strategies.