Case Studies Case Questions for Analysis

Copyright 2002 ACNielsen

Case Studies
1. 2. 3. 3 4. 5. 6. 6 7. 8.

Kunst 1600 Dry Piston pump y p p Oce & Croon Exelon: Eco Preferred Power Eco-Preferred Kone: Monospace Launch Microsoft: Design of Support Network Interscience TSM Pharmaceuticals Infosis Technologies I f i T h l i

Copyright 2002 ACNielsen

Kunst 1600
1.

Key Considerations - Prepare Kunst 1600s customer value model in relevant

segments. List out Kunst 1600 major strengths and weaknesses. j g Where applicable indicate the value and price elements for each of the strengths and weaknesses Prepare a unique selling proposition for Kunst 1600

2.

Recommendations - Should Kunst launch the 1600 pump? Why? - What market segment(s) do you recommend Kunst should
target? Justify your choice.

Copyright 2002 ACNielsen

Oce & Croon

1.

2.

3.

List the points of parity, difference, and contention between XES 870 DDS and the Oc 950? (No need for details, only list of points is required) Which in your opinion is the desirable XES configuration and Oc configuration for Croon. Give reason(s). reason(s) Prepare a value assessment in terms of NPV for the one configuration of Oce that you think is best suited for Croon versus the best alternative that XES has to offer. Outline the 5 key points that Bart Van Asch should yp highlight in his pitch presentation.

Copyright 2002 ACNielsen

Exelon: Eco-Preferred Power

1. 1

How can Exelon tangibilize the intangible in Eco EcoPreferred? What are Exelons advantages and disadvantages of Exelon s charging a premium for Eco-Preferred. What are the longer term implications? g p What is your recommended Market Entry Strategy in terms of Price, Product Positioning and Branding?

2. 2

3.

Copyright 2002 ACNielsen

Kone: Monospace Launch

1.

What factors contributed to the launch performance of KONE in the Netherlands, France and UK? Write a value proposition for KONE MonoSpace. From KONEs financial perspective, what are the 3 most important considerations on price of KONE Monospace? Recommend a price position and state your reasons. What sales tactics should be adopted in Germanys sales plan to ensure success?
Copyright 2002 ACNielsen

2.

3.

4.

Microsoft: Design of Support Network

1.

What factors suggest that Microsoft's PSS Division needs a more comprehensive and fl ibl approach f it service h i d flexible h for its i offerings? (Market Sensing) Based upon the g p guidelines that senior management has g provided to Trish May, what product support strategy has Microsoft envisioned? (Crafting Market Strategy) How should the Microsoft Support Network 1.0 matrix be 10 structured in terms of rows and columns? (Managing Market
Offerings)

2.

3. 3

4.

Which services should Microsoft: a) offer as free or standard, b) sell as an option for an additional fee, and c) not offered (but p perhaps have a 3rd party service p p p y provider p partner offer)? ) What implementation problems should PSS managers anticipate? How can PSS managers successfully overcome them?
Copyright 2002 ACNielsen

5.

Interscience
Based on Gerard Tromers feedback and the results of the laboratory tests, tests Marcel had come to realize that Interscience will have to re reinvent its selling approach. To work towards defining this new selling approach, he will require answers to the following questions:
1.

2.

3.

What are the points of differences between TRACE GC and Varian 3800? What is the value-in-use of the TRACE GC versus the Varian 3800 for the contract laboratory market in Benelux? What value proposition should TRACE GC adopt in the contract lab market? How should Interscience reformulate its market offering for this market segment?
Your case assignment is to answer all of the above questions.

Copyright 2002 ACNielsen

TSM Pharmaceuticals
1.

2.

Build a customer value model to demonstrate the value of Integrated Stock Management program to pharmacists relative to the incumbent card-based system? Recommend business strategy for the Integrated Stock Management (ISM) service Take into service. consideration:
Core strategy i.e. whats unique and how does it gy q give you competitive advantage? Value Proposition Price How do you plan to retain control over software? Which customer segments you want to target? Why?
Copyright 2002 ACNielsen

Infosis Technologies
1.

2.

3.

Looking beyond the immediate Ariba e-Procurement System project, what challenging issues related to global marketing does this case pose for Infosys? What knowledge transfer time cost savings can PFS expect from sole sourcing the Ariba e-Procurement System project? Assuming you are the Infosys PFS Account Team, list out the key points you need to incorporate in your presentation to persuasively sell the firms ability to deliver a superior end-to-end solution for the Ariba ep Procurement System project.

Copyright 2002 ACNielsen

10

Copyright 2002 ACNielsen

11

Optical Distortion Inc.

1. 2. 3. 3

Make a value assessment for ODI lens Propose price and pricing strategy for ODI Prepare national sales forecast for ODI for 1975 1979 covering:

- Market potential - Regional break-up of sales

Copyright 2002 ACNielsen

12