Marketing Academy: A Case: Developing a Strategic Product Plan for a New Target Market

March 1, 2018 - 1:30pm to 3:00pm
C435 PC

Your product line represents 40% of total annual sales revenue for a brand new division within a company. This new company/new division’s strategic direction is to move “up market” to reach a more sophisticated customer segment, i.e. higher margin business, yet your product line is not currently a player in this new market segment. What should the company do? What should the product manager do?
In small groups, you will examine top-line research results from a product line brand study, identify key insights from the research and talk through potential implications of the information. Next, you will develop a plan for what this new division/company should do with your product line that will keep the company out of bankruptcy long enough for a new portfolio of products to be developed specifically for this new target market.