Reference no: EM13988620
Case - Becker
NOTE: annual reports and 10Ks do not seem to be available for this subsidiary corporation. Using their annual reports and/or 10k filings (www.annualreports.com, EDGAR at https://www.sec.gov/edgar.shtml), the technology press, the business press (mostly archives of the WSJ, Business Week, Fortune, Forbes, etc.), company web sites, and whatever else you find useful report on the following.
1. Very briefly describe the imperatives driving the world market for portable industrial air compressors (trailer mounted, combustion engine driven compressors).
2. You are the new CMO of Becker Pumps USA, the US operations of Becker of Germany, an old maker of stationary compressors. The CEO walks into your office and tasks you with developing the target marketing and positioning strategy for the new Excaliburline of portable industrial air compressors. The line is meant to be very lightweight, have strong theft prevention features, be easily field serviceable by the user, and sell at a medium to high price point.
He walks out and you make the following notes on your note pad:
a) What markets will this line likely address and which will be the largest?
b) Within the largest market what segments likely exist (be sure to give the segments names)?
c) Which of these segments might be the best fit for the Excalibur?
d) What market research tools and data will be best to answer questions a, b, and c?
e) What position does Becker want to achieve in the marketplace? (Think about what the potential target markets will demand as far as attributes of a compressor).
3. A year after the Excalibur hits the market you must prepare for a meeting with the CEO and others to discuss how the marketing efforts and positioning are going. How will you show that the positioning is effective? Further, what metrics will you want to discuss to show that the marketing has paid off?
|
Basis of two independent sets
: Suppose Ho: px = py isbeingtested agrunst H1:Px *py oo the basis of two independent sets of 100 Bernoulli trials. If x , the number of successes in the first set, is 60 and y , the number of successes in the second set, is 48, what P-value would b..
|
|
What clues does the text offer about islamic sciences
: How does the author, al-Yaqubi, praise the Abbasid dynasty and Abbasid rule through his description of Baghdad? What clues does the text offer about Islamic sciences in the mid-eighth century
|
|
Examine the major factors relative to the omission by client
: Examine the major factors relative to the omission by the client that would result in a criminal investigation, rather than a civil fraud proposal by the IRS.
|
|
How can you detect hidden messages in mass media
: How can you detect hidden messages in mass media? What happened to the United States in the aftermath of Cloverfield attacks?
|
|
What position does becker want to achieve in the marketplace
: What markets will this line likely address and which will be the largest? Within the largest market what segments likely existe What position does Becker want to achieve in the marketplace
|
|
Investigating the prices of steel-belted radial tires
: A consumer advocacy group, investigating the prices of steel-belted radial tires pro duced by three major manufacturers, collects the following data.
|
|
Explain creative techniques used to capture the attention
: Explain the creative techniques used to capture the attention of the audience. Identify and explain the values and points of view that are contained within the message and those that are omitted from the message.
|
|
Assign students into groups
: Assume 7 students are assigned into 3 indistinguishable offices. How many ways can this happen under each condition? 1. assign students into groups of 1, 1, and 5, which means 2 students have their own offices, and the ways can other 5 share an offic..
|
|
Problem regarding the figures for the vw
: Three different cars were used for the test: a Porsche, a Buick, and a VW. The Porsche got 13,6 mpg with the new gas and 12.2 mpg with the "standard" gas; the Buick got 18.7 mpg with the new gas an 185 with the standard; the figures for the VW wer..
|