Macomb Community College Week 1 Creating Consumer Value Discussion

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OPTION #1 – Sustainable Competitive Advantage

Choose four different companies for the following questions:

  1. Give an example of an organization that you believe builds customer value through product excellence. Justify your answer.
  2. Give an example of an organization that you believe builds customer value through customer excellence. Justify your answer.
  3. Give an example of an organization that you believe builds customer value through operational excellence. Justify your answer.
  4. Give an example of an organization that you believe builds customer value through locational excellence. Justify your answer.

OPTION #2 Boston Consulting Group Matrix

  1. What characteristics differentiate stars, cash cows, question marks, and dogs in the BCG market share/market growth matrix (Exhibit 2.6 in your text)?
  2. Now it’s time to put the BCG Matrix into practice… imagine you are an entertainment talent agent the representing 20 celebrities listed below. Your job is to do a portfolio analysis of your celebrity roster. Choose a total of four celebrities (1 celebrity for each quadrant of the BCG Matrix) and explain WHY you put them there. For example: John Smith would be a cash cow because he… Again, you will need to develop your explanation for each of the 4 celebrities.
  3. Next, you are being given a hypothetical $10 million to publicize your talent roster. You need to divvy up that cash and determine how much you will put behind your 4 choices in part b. You will have to explain your reasoning as well. (These are the questions facing marketing managers, so it’s nice to have a little practice here!). Spending nothing on your dog is not an option.

CELEBRITY LIST:

  • Cardi B
  • Lin-Manuel Miranda
  • Beyonce
  • Blake Shelton
  • Justin Timberlake
  • Robert De Niro
  • Ariana Grande
  • Matt Lauer
  • Kendrick Lamar
  • Lady Gaga
  • LeBron James
  • Charlie Sheen
  • Miley Cyrus
  • Lizzo
  • Carrie Underwood
  • Oprah Winfrey
  • Nicholas Cage
  • Lil Nas X
  • Britney Spears
  • Will Smith
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