Carvel Case

[djo]

Hallo Leute!

Im Mühlbacher Skript stehen zahlreiche Übungsbeispiele bezogen auf den Carvel Case. Hat die vielleicht schon wer ausgearbeitet und zusammengeschrieben?

Ich glaub das ist alles zieeeeemlich prüfungsrelevant..

Und: Kann mir einer erklären was der "Gatekeeper" Im Buying Center zu suchen hat? Und was in ein Portfolio (Core Strategy) reingehört?

Hier übrigens _alle_ im Skript vorhandenen "Homeworks", "Group Works", etc. die alle (lt. Mühlbacher) prüfungsrelevant sind / sein könnten. Wenn jemand schon etwas gemacht hat oder zu einer gemeinsamen Sammlung beitragen will, dann soll er/sie doch bitte einfach die Foliennr angeben und ihre/seine Meinung dazu posten. Vielleicht kommt ja was zusammen - würde allen helfen

Grüße

==============================

Folie 53

Homework: System analysis

How are those dimensions of the macro environment interrelated?

Develop a matrix of interrelationships, and do a power analysis by determining

- their potential direct influence on each other (considering the listed relevant factors of influence)

- drawing a power map.


Folie 63

Group work: What do we offer ? 30 minutes
Take a BMW 700 or a Gucci bag as examples and try to answer the following questions:

- Total product
What is the core product,what are expected features? Which additional and symbolic features are offered to the customers?
- Result of a value-generation process
Which material and immaterial parts does the product consist of?
What consequences for quality management result from this level of immateriality?

- Value-generation process
How does the value-generation process of the product look like?
To what extent do the customers participate in the various parts of the process?
What consequences for quality and relationship management do result?












Folie 76

GROUP WORK: Analyzing the Structure of the Market Environment

Take the example of „Carvel“ and

1. analyze the homogeneity of its business domain in terms of
problems to resolve
technologies to be applied
customers to be served ?
What sub-markets do you find ?

2. analyze the stakeholders in one of those sub-markets concerning
their
power
specific relevant interests

3. analyze the major (current and potential) competitors in that
sub-market. What is their
market position
competitive behavior ?


Folie 79

Group work:
Criteria of Market Attractiveness
What criteria do you suggest using for the assessment of sub-market attractiveness in the business domain of Carvel?


20 minutes

Folie 90

Group work: Determination of Success Factors

Take the sub-market of the “Young Professionals” in Carvel´s business domain and go through the following steps:
* list the expectations of consumers and relevant
stakeholders in this sub-market,
* split the expectations into basic, critical and may-be expectations,
* estimate the importance of satisfying each of the expectations,
* determine the capabilities needed to fulfill those expectations in an attractive manner.
30 Minutes




Folie 95

Group work: Differentiating Capabilities
Take the list of success factors you have determined for the “Young Professionals“ and
* do a strengths and weaknesses analysis for Carvel, Hagen Dasz and Baskin Robins.
* What are Carvel´s differentiating capabilities?
* Where does it need to improve?
30 Minutes



Folie 137

Determining the Real Customer

Take the example of Carvel Beijing:

1. First, discuss and define the business domain: What is the relevant market
of Carvel?

2. Then, consider this relevant market:
How does the value creation system look like?
- Who is driving the market (= real customer)?
- Is the buying decision made by a buying center?
If so, who is involved in that buying center, in what role,
at what point in time?
20 Minutes


Folie 162

Determination of Other Relevant Stakeholders per Segment

Questions to be answered:

Beside the (potential) customers, which other important stakeholders are to be considered in each of Carvel´s Bejing segments?

What specific interests/problems do they have? Do these interests run against the satisfaction of customers´ expectations?

To what extent are the stakeholders able to insist on respecting their interests (How powerful are they)?
10 Minutes




Folie 172

Group Work:

Take the „Young Professionals“ from Carvel´s potential market segments:
1. What specific benefits would you emphasize to
attractively differentiate from the most important
competitors?
2. How would you make your customers experience these
benefits?
20 Minuten

[supermoxl]

Hier eine Antwort auf deine Fragen zu: was ein Gatekepper ist und was in einem Portfolio stehen muss.

GATEKEEPER:
"Someone who restricts the decision." M. hat doch den Kauf von Cornflakes als Beispiel für den Buying Center benutzt. In diesem Fall ist der Gatekeeper derjenige der sagt "The cornflakes are to expensive... etc."
Ist aber meiner Meinung sehr wichtig den Influencer und Gatekeeper zu differenzieren. Der Influences "BEINFLUSST" nur - sprich eher eine Beratungs/Stimulationsfunktion = "People who affect the buying decision". Der Gatekeeper ist viel einschränkender.
In dem Buch "Principles of Marketing" von Kotler habe ich folgendes gefunden: "People who control the flow of information to others."

PORTFOLIO:
Die folgenden Bestandteile machen ein Portfolio (Teil der Coporate Strategy aus)
-Productmarkets --> Forming Strategic Business Units (Yes/No?)
-Technologies
-Geographical expansion
Habe in "Principles of Marketing" von Kotler folgendes gefunden: "The business portfolio is the collection of businesses and products that make up the company. It is a link between the overall stragey and those of its parts".

Also das Portfolio stellt dann auch die Frage ob ich div. Business Units brauche oder nicht. (Findet man allerdings auch auf den Folien von M.)

[supermoxl]

Folie 76
Problems

• Chinese don’t consume many dairy products (DP)
• High lactose intolerance
• Don’t know much about dairy products (think it is bad for health) i.e. lack of education
• Small amount of income spent on DP
• Lack of (reliable) data on consumption of DP

Technologies

• Freezing devices
• Distribution system
• Educational system

Customers

• Middle and Upperclass Chinese Professionals
• Little Emperors
• Expats
• Male and Female between 25-45 seeking novel products and experiences
• Children and Teenagers
• Young Professionals (Yuppies)

Stakeholders

Government – Power: High/Medium – Interests: Promotion of Dairy Products as being healthy/ Tax/ Growth etc.

Media – Power: High/Medium – Interests: Smth to report about/ Constants news/ Novelties/ Advertisments

Customers – Power: Large – Interests: New experiences, novelties, prestige, satisfaction etc.

Major Competitors

Baskin-Robbins
Haagen-Dazs (Upscale, full-service lifestyle boutique for Yuppies)

[supermoxl]

FOLIE 79
ASSESSMENT CRITERIA FOR SUB-MARKET ATTRACTIVENESS

REACHABILITY à SOCIAL ACCEPTANCE

• Do the customers know about DP?
• What kind of eating habits do the Chinese have?
• Would the Chinese considers DP as being “Hip/Cool/ Prestigious”?
  • Problem: DP are a new product for most Chinese

REACHABILITY à POLITICAL ACCEPTANCE

• Does the government have an interest in promoting the consumption of DP?

POTENTIAL BUSINESS VOLUME à NUMBER OF POTENTIAL CUSTOMERS

• Choice of target group- Size, Income, Loyalty, Openness, Trustworthiness, Eating Habits, Spending Habits etc.
• Is their a demand for DP? Would they accept it? How many? Steadiness of demand.
• Will they adapt their eating habits or is it just a one time experience?

POTENTIAL CONTRIBUTION TO SUCCESS à PRICE LEVEL/ MARGINS

• How much is the target group willing to pay?
• Production and Distribution costs?
• Elasticity of demand

POTENTIAL CONTRIBUTION TO SUCCESS à SUBSTITUTION

• Do the Chinese realize that there is a difference in quality of DP?
• Can they determine differences in DP companies etc.?
• How can we differentiate from cheap ice cream – make it obvious?
• Competitors their size/ aggressiveness etc.

[supermoxl]

Wollte gerade für Folie 90 eine Tabelle reinstellen. Format ist aber voll komischen wenn man es reinkopiert. Hat jemand ne Ahnung wie des gescheit geht?

[Namsuoires]

Hallo Leute!

Mich würd mal eure Meinung betreffend Buying Center "Little Emperors" interessieren. Würde ihr mir bei folgender Einteilung zustimmen?

Initiator: Little Emperor (aged 5 - 12), spoiled by Parents & Grandparents
Buyer: Mother or Grandparents
Gatekeeper: Father or Grandfather, who earns the money, and make the financial desicion
User: Little Emperor
Influencer: Media (advertising, promotions etc.)
Decision Maker: Little Emperor, get almost anything he/she want

Ich glaub, dass die ersten 5 Elemente im Buying Center klar sein sollten. Aber was haltet ihr vom Decision Maker??

mfg Nam

[supermoxl]

Hey Manny,
stimme mit dir vollkommen überein.

Allerdings denke ich, dass die Decision Maker Kind und Eltern sind. Ich denke, mann muss das ganze auf zwei-drei Ebenen betrachten.
1. Eis (ja/nein?) - hier entscheiden die Eltern
2. Carvel (ja/nein?) - hier entscheiden Eltern und Kind
3. Eissorte? - hier entscheided das Kind noch am meisten

Allerdings kann man die Situation auch so betrachten, dass die obigen Punkte 1-2 Teil der Gatekeeper Aufgabe sind.

Bei der Klausur ist es, laut M, nicht so wichtig WAS man jeder Person im Buying Center zuteilt, sondern vielmehr eine Erklärung WARUM.

Ciao, Max

[Namsuoires]

@ supermoxl

hey,

naja, beim Desicion Maker hab ich lang überlegt. Aber schlussendlich wird implizit im Case folgendes geschrieben "they are used getting almost anything they want..."
ich würd schon das Kind als Desicion Maker schreiben, aber vllt einen Verweis in Klammer auf die Eltern machen.

mfg Nam

[vera_83]

Hallo Leute!

Mich würd mal eure Meinung betreffend Buying Center "Little Emperors" interessieren. Würde ihr mir bei folgender Einteilung zustimmen?

Initiator: Little Emperor (aged 5 - 12), spoiled by Parents & Grandparents
Buyer: Mother or Grandparents
Gatekeeper: Father or Grandfather, who earns the money, and make the financial desicion
User: Little Emperor
Influencer: Media (advertising, promotions etc.)
Decision Maker: Little Emperor, get almost anything he/she want

Ich glaub, dass die ersten 5 Elemente im Buying Center klar sein sollten. Aber was haltet ihr vom Decision Maker??

mfg Nam

Der Gatekeeper ist immer die sog. "Graue Emininez". Das heißt meiner Meinung nach jemand dem vertraut wird und dessen Meinung zählt. Beim Rest bin ich deiner Meinung nur beim Decision Maker ists halt Auslegungssache. Ich glaube aber dass bei einer Klausur nichts falsch gewertet werden kann wenn man seine Meinung begründet. Is ja alles sehr subjektiv..

Lg Vera

[OddEye]

...Ich glaube aber dass bei einer Klausur nichts falsch gewertet werden kann wenn man seine Meinung begründet. Is ja alles sehr subjektiv..

Tja, wär schön, wenn das wirklich so wäre...