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• W311982259 abstract "CASE DESCRIPTION The primary subject matter of this case concerns marketing.. It has a difficulty level of five (appropriate for senior level). The case is designed to be taught in one class hour and is expected to require two hours of outside preparation by the students. CASE SYNOPSIS This case deals with a Thailand producer and marketer of clothing products that is locked in a struggle to produce quality products efficiently and sell them in sufficient quantity, both domestically and abroad. One individual, the president of the company, is responsible for developing corporate strategy. He is aided in this process by the advice of a consultant whom he has retained. The firm has been in business for a considerable time period and has enjoyed some degree of success. However, management is currently involved in decisions regarding whether or not to employ a company (rather than a private) brand, how to control the channel of distribution, how to generate products which meet consumer desires, and possible additions to the product line. These decisions are complicated by somewhat unstable economic, social, supplier, competitive, and legal/political environments which confront the clothing industry in both Thailand and in other countries where the products are sold. INSTRUCTORS' NOTES RECOMMENDATIONS FOR TEACHING Students are advised to carefully review and analyze the case by A. Conducting a situation analysis, covering the firm's environment and current status. B. Identifying company goals. C. Assessing the firm's competitive position. D. Identifying the major problems facing the company. E. Generating alternative solutions to the problems which are discovered. F. Selecting preferred alternative solutions to the problems. F. Developing a rationale for the preferred solutions. In undertaking the processes outlined above, it is recommended that students scrutinize the learning objectives set forth below. These objectives point to significant problem areas and to potential means of enhancing the well-being of the firm. This case is most appropriate for a marketing management (sometimes called marketing strategy, marketing seminar, or problems in marketing) course at the senior, or MBA level. Also, some instructors of international marketing courses might find that the case is useful. LEARNING OBJECTIVES After analyzing this case, the student should be able to demonstrate an ability to: 1. Identify the major problem(s) confronting the firm. 2. Develop a process for evaluating the potential effectiveness of a company (versus a private) brand. 3. Recommend a branding strategy for the company. 4. Evaluate the probable success of a major change in the channels of distribution. 5. Recommend a channels of distribution strategy for the firm. 6. Assess the quality and quantity of consumer demand for the firm's products. 7. Recommend a strategy for stimulating demand for the company offerings. 8. Assess the market potential and company fit of additions to the company product line. 9. Recommend a strategy for developing an optimum product line for the firm. ANALYSIS This company is faced with a number of significant problems. This being the case, one major teaching goal is to have the students demonstrate their ability to prioritize the problems and to decide which ones deserve the greatest amount of managerial attention. In the opinion of the authors, the greatest obstacle to company success is the current practice of selling an unbranded product in export markets. Until the firm is able to use its own brand it will have difficulty in managing the overall marketing effort. Currently, distributors are in control of the channel of distribution and the marketing of company nightgowns. …" @default.
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• W311982259 title "International Products Ltd *.(Instructor's Note)" @default.
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