Optical Illusions
Harvard Cases for BBUS 521
1. 2. 3. 4. 5. 6. 7. Southwest Airlines (A), Reprint # 9-575-060 Cumberland Metal Reprint # 9-580-104 Optical Distortion Reprint # 9-575-072 Biopure Corp. # 598-150 Nestle Refrigerated Foods, # 9-595-035 Aqualisa Quartz: Simply a Better Shower: 9-502-030 Fashion Channel: Market Segmentation, # 2075
Case Preparation Questions: The list provided below for each case are Preparation Questions. They are not meant to be comprehensive nor are they to be answered in sequence. They are provided to help guide your thinking and to ensure that you have not left out critical issues in your analysis. INDIVIDUAL CASE: Discussion Analysis: Southwest Airlines (A), PREPARE for Discussion Only:: Why did Muse and King start an Airline? Would you have entered the market in the same situation? How big is the market? As of February 1973, what is the situation? What is Braniff’s intent? What is the break even load for SWA at the various prices? Please calculate this ahead of time. What is the “Moral of the Story” for you? CUMBERLAND METAL INDUSTRIES 1. How much do you think one of these pads is worth to a customer? Do the test data tell you anything about that? 2. How big is this market? What kind of opportunity is this? 3. Who has to say "yes" before you can sell a CMI pad? Would any of these parties like to see curled metal pads fail? 4. How are you going to market these pads? Describe the channel members, influencers, and others. 5. What are you going to say to the Colerick Foundation? 6. If the risks in a marketing plan can be described by technological uncertainty and market uncertainty, or knowing whether your product works and knowing what the customer needs, how does the CMI pad stack up on these dimensions? 7. What ' your price for the curled metal pads? s
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CASES For PRESENTATION: Optical Distortion (A)
1. What are the characteristics of this product that are likely to make it appealing to
1. 2. 3. 4. 5. 6. 7. Southwest Airlines (A), Reprint # 9-575-060 Cumberland Metal Reprint # 9-580-104 Optical Distortion Reprint # 9-575-072 Biopure Corp. # 598-150 Nestle Refrigerated Foods, # 9-595-035 Aqualisa Quartz: Simply a Better Shower: 9-502-030 Fashion Channel: Market Segmentation, # 2075
Case Preparation Questions: The list provided below for each case are Preparation Questions. They are not meant to be comprehensive nor are they to be answered in sequence. They are provided to help guide your thinking and to ensure that you have not left out critical issues in your analysis. INDIVIDUAL CASE: Discussion Analysis: Southwest Airlines (A), PREPARE for Discussion Only:: Why did Muse and King start an Airline? Would you have entered the market in the same situation? How big is the market? As of February 1973, what is the situation? What is Braniff’s intent? What is the break even load for SWA at the various prices? Please calculate this ahead of time. What is the “Moral of the Story” for you? CUMBERLAND METAL INDUSTRIES 1. How much do you think one of these pads is worth to a customer? Do the test data tell you anything about that? 2. How big is this market? What kind of opportunity is this? 3. Who has to say "yes" before you can sell a CMI pad? Would any of these parties like to see curled metal pads fail? 4. How are you going to market these pads? Describe the channel members, influencers, and others. 5. What are you going to say to the Colerick Foundation? 6. If the risks in a marketing plan can be described by technological uncertainty and market uncertainty, or knowing whether your product works and knowing what the customer needs, how does the CMI pad stack up on these dimensions? 7. What ' your price for the curled metal pads? s
!! !! " # $% ! & ' ! ! % ! + ,! ! ! $ (
)
*
1
CASES For PRESENTATION: Optical Distortion (A)
1. What are the characteristics of this product that are likely to make it appealing to