Mcdonalds Marketing Strategy

Document Sample
Mcdonalds Marketing Strategy Powered By Docstoc
					Marketing 710: Marketing Strategy . Fall 2004 . Timothy C. Johnston, Ph. D.


(Schedule may be revised as needed)
Note: BlackBoard not available Fridays 5:00 - 9:00 pm CST. Helpdesk (731) 881-7900.


Tuesday    meets 5:00 - 8:25 pm CST
Aug. 31 Intro to Marketing Strategy                  (introv)
          Review Syllabus                                               http://www.utm.edu/~johnston/webpage.htm
          Text Discussion                                               Ch. 1 (Marketing in the 21st Century)
          Text Practice Questions                    All                do Ch1 in class
          Assign presentation dates


Sept 7    Consumer backlash: retailing               (swv)              (Instructor in Knoxville)
          Text Practice Questions                    All                Ch1, Ch3 due 4:50 pm CST on BlackBoard
          Text Discussion                                               Ch. 3 (Customer Satisfaction)
          "Wal-Mart: Good neighbor …"                All read handout   http://www.utm.edu/~johnston/webpage.htm
          Discuss "Wal-Mart: Good neighbor …"
          Research Invitation                                           (also Wal-Mart case in text for background)


Sept. 14 Retail Channel Relationships                (samv)
          Text Practice Questions                    All                Ch14 due 4:50 pm CST on BlackBoard
          Text Discussion                                               Ch. 14 (Marketing Channels)
          Case: Rubbermaid                           All read
      1   DebateA                                                       "Meet W-M demands & invest $"
      2   DebateB                                                       "Sacrifice W-M account & seek other retailers"
      3   Research Invitation                                           (philly)


Sept. 21 Mistakes: Understanding Markets
          Text Practice Questions                    All                Ch5 due 4:50 pm CST on BlackBoard
          Text Discussion                                               Ch. 5 (Understanding Markets)
          Case: McDonalds                            All read           (mv)
      4   DebateA                                                       "McD cannot grow w/o drastic changes (diversify)"
      5   DebateB                                                       "McD can grow w/o drastic changes"
      6   Research Invitation
          Case: Maytag                               All read
      7   DebateA                                                       "Repudiate the Hoover UK offer."
      8   DebateB                                                       "Meet the UK promise at all costs."
      9   Research Invitation


Sept. 28 Mistakes: Consumer Markets
          Text Practice Questions                    All                Ch6 due 4:50 pm CST on BlackBoard
          Text Discussion                                               Ch. 6 (Consumer Markets & Buyer Behavior)
Marketing 710: Marketing Strategy . Fall 2004 . Timothy C. Johnston, Ph. D.


           Case: Disney                              All read          (edv)
       10 DebateA                                                      "Invest in attractions now"
       11 DebateB                                                      "Cut costs and wait to invest in attractions"
       12 Research Invitation
           Case: United Way                          All read
       13 DebateA                                                      "UW can be efficient as a business"
       14 DebateB                                                      "UW can never be efficient as a business"
       15 Research Invitation


Oct    5   Mistakes: Business Markets
           Text Practice Questions                   All               Ch7 due 4:50 pm CST on BlackBoard
           Text Discussion                                             Ch. 7 (Business Markets & Buyer Behavior)
           Case: Airbus vs Boeing                    All read
       16 DebateA                                                      "The A3XX superjumbo is a good investment for Airbus"
       17 DebateB                                                      "The A3XX superjumbo investment is too risky for Airbus"
       18 Research Invitation A                                        Airbus
       19 Research Invitation B                                        Boeing
           Case: IBM                                 All read
       20 DebateA                                                      "IBM, reorganize"
       21 DebateB                                                      "IBM, current organization is OK"
       64 Research Invitation


Oct.   12 Exam 1
           Consumer backlash: Marketing              (nologo)


Oct.   19 Competition
           Text Practice Questions                   All               Ch8 due 4:50 pm CST on BlackBoard
           Text Discussion                                             Ch. 8 (Dealing with Competition)
           Case: Cola Wars                           All read
       22 DebateA                                                      "Pepsi: diversify into non-beverage products."
       23 DebateB                                                      "Pepsi should focus on soft drinks."
       24 Research Invitation A                                        Pepsi
       25 Research Invitation B                                        Coke
           Case: Snapple                             All read          (sv)
       26 DebateA                                                      "Consolidate Snapple operations with Gatorade"
       27 DebateB                                                      "Keep Snapple operations independent of G"
       63 Research Invitation


Oct.   26 Success: Target Marketing
           Text Practice Questions                   All               Ch9 due 4:50 pm CST on BlackBoard
Marketing 710: Marketing Strategy . Fall 2004 . Timothy C. Johnston, Ph. D.


          Text Discussion                                              Ch. 9 (Segmentation & Target Markets)
          Case: Harley Davidson                      All read          (hdv)
      28 DebateA                                                       "Gear up production rapidly to meet demand"
      29 DebateB                                                       "Gear up production slowly to meet demand"
      30 Research Invitation A


Nov. 2    Product
          Text Practice Questions                    All               Ch10 due 4:50 pm CST on BlackBoard
          Text Discussion                                              Ch. 10 (Product development & Life Cycle)
          Marketing success
          Case: Sneaker Wars                         All read          (nv)
      31 DebateA                                                       "Hire only famous endorsers (conservative)"
      32 DebateB                                                       "Hire 'future famous' endorsers (aggressive)"
      33 Research Invitation A                                         Nike
      34 Research Invitation B                                         Reebok
          Case: Perrier                              All read
      35 DebateA                                                       "Product safety problems need massive recall"
      36 DebateB                                                       "Product safety problems may need modest recall"
      62 Research Invitation


Nov. 9    Branding
          Text Practice Questions                    All               Ch11 due 4:50 pm CST on BlackBoard
          Text Discussion                                              Ch. 11 (Product and Brand Strategy)
          Case: Firestone                            All read
      37 DebateA                                                       "Drop Firestone brand name"
      38 DebateB                                                       "Keep Firestone brand name"
      39 Research Invitation
          Case: Borden                               All read
      40 DebateA                                                       "Growth by acquisitions is better"
      41 DebateB                                                       "Internal growth is better"
      42 Research Invitation


Nov. 16 Pricing
          Text Practice Questions                    All               Ch13 due 4:50 pm CST on BlackBoard
          Text Discussion                                              Ch. 13 (Pricing Strategy)
          Case: SouthWest Airlines                   All read
      43 DebateA                                                       "Add longer, no-frills flights."
      44 DebateB                                                       "Stick with short flights."
      45 Research Invitation
          ADM                                        All read
Marketing 710: Marketing Strategy . Fall 2004 . Timothy C. Johnston, Ph. D.


       46 DebateA                                                      "Seek relationships with politicians"
       47 DebateB                                                      "Avoid direct relationships with politicians"
       48 Research Invitation


Nov. 23 Promotion                                                      (Instructor in Knoxville)
           Text Practice Questions                   All               Ch16 due 4:50 pm CST on BlackBoard
           Text Discussion                                             Ch. 16 (Integrated Marketing Communications)
           Case: MetLife                             All read
       49 DebateA                                                      "Defend, downplay misdeeds to public"
       50 DebateB                                                      "Admit, apologize for misdeeds to public"
       51 Research Invitation
           Case: Vanguard                            All read
       52 DebateA                                                      "Keep no-advertising policy."
       53 DebateB                                                      "Start advertising."
       54 Research Invitation


Nov. 30 Channels II
           Text Practice Questions                   All               Ch15 due 4:50 pm CST on BlackBoard
           Text Discussion                                             Ch. 15 (Retailing, Wholesaling, Logistics)
           Case: PC Wars                             All read
       55 DebateA                                                      "HP: we need not worry about Dell"
       56 DebateB                                                      "DELL: HP needs to worry about us"
       57 Research InvitationA                                         Dell
       58 Research InvitationB                                         HP
           Case: Scott Paper, etc.                   All read
       59 DebateA                                                      "Dunlap: major, rapid changes"
       60 DebateB                                                      "Ripley: modest immediate changes"
       61 Research Invitation




Dec.   7   Exam #2
           Advice assignment due                     All

				
DOCUMENT INFO
Description: Mcdonalds Marketing Strategy document sample