Case Studies Essay

1760 Words May 4th, 2014 8 Pages
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CASE 5-1 Barkley Foods

Joyce Stevenson, the manager of marketing research for Barkley Foods, had just left an emergency meeting with the firm’s president. An opportunity to buy an established line of gourmet (high-quality/high-priced) frozen dinners had arisen. Because there were other interested buyers, a decision had to be made within three or four weeks. This decision depended on judgments about the future prospects of the gourmet frozen dinner market and whether Barkley could achieve a competitive advantage. The marketing research group was asked to provide as much useful information as possible within a 10-day period. Although uncomfortable with the time pressure involved, Joyce was
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■ What are their strengths and weaknesses? ■ What strategies are they following, and how are they differentiating themselves in the market?

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Questions for Discussion
1. 2. What secondary data sources would be useful? What types of questions might be answered by each? Identify one piece of information from the library that would be helpful and relevant. How did you locate it? 3. What other mechanisms would you use to gather information?

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CASE 5-2 Dell in Latin America?

Dell, which thrived while other PC makers stumbled in 1998, reported a 53 percent jump in profit and a 50 percent jump in revenue for its fiscal second quarter, which ended in July 1998. Unlike most of its rivals, Dell deals directly with customers and builds PCs only after receiving an order. However, all is not well for Dell. While Dell continues to blow away the competition and Wall Street with enormous increases in personalcomputer sales, it is continually scrambling to bring in and train enough people to keep up with its orders. The company’s employment had grown 56 percent in 1997, to 20,800, and within a span of three months Dell added 225 people a week—about the same it added every six weeks in 1996. To manage this expansion Dell has aggressively recruited experienced outsiders and tried to standardize training of new employees. It has also created a culture where

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