To introduce the development of a strategic target marketing plan in a business-to-business setting. To discuss the analysis skills and problem-solving framework necessary for determining a segmentation, targeting, and positioning strategy; to offer the opportunity for a complete market and competitive analysis, including market segmentation, competitor strengths and weaknesses, and consideration of a competitive advantage for the new product; and to develop students skills in assessing the risks of a new product/market entry strategy.
Sawhney, M., Hill, B., Miller, J., Nylund, P., Robbins, W., Wharton, R. and Borut-Zaslavoglou, S. (2017), "MRT Micro: The CardioScope", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000222Download as .RIS
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