MKTG5320 MARKETING MANAGEMENT
TEXAS A&M UNIVERSITY-CORPUS CHRISTI
SPRING MINIMESTER I 2017

Midterm Project – Essential Marketing Mix Element: Product

Please read the attached case:
Christopher A. Barlett (2002). “Global Wine Wars: New World Challenges Old”. Harvard Business School.
You will act as a consultant to the Old World wine industry. You must submit a report providing an evaluation and recommendations following the case analysis guidelines.
1. First, conduct online research about the current status of the industry and/or product.
2. Following the outline below, your project consists in analyzing the case and presenting your recommendations.
Special emphasis should be given to the product element, including but not limited to: life-cycle management, product or service positioning, new-offering development, (re)branding decisions, brand equity, brand growth strategies, and/or brand valuation.

OUTLINE

I. Introduction.
Briefly describe the industry and case. State the specific objective(s) of the report.
This section should cover the first step described in chapter3: Define the problem.
Criteria: An “A” introduction section should start with appropriate (relevant) background and clearly state the questions and/or objectives to address.

II. Situation Analysis.
First, briefly state your selected analysis tools (SWOT analysis) and procedure. After the general overview, the analysis should detail industry, competitors, company and consumers (if applicable) of each view (Old vs. New).
• Industry and competitors analyses (supply side of the equation) should demonstrate an understanding of the industry in which the view competes. (This may include market share, current events, industry history or any other relevant issue to the case).
• Consumer analysis (demand side of the equation) should indicate relevant information about the target market. (This may include a brief description of the market segment composition, size, recent changes in tastes or any other relevant issue to the case).
Make this section a completely objective report of facts, and save all interpretation for the discussion. Summarize your findings in narrative format (e.g. text) and illustrate them, if appropriate, with figures and/or tables. (Please note that the narrative should complement any figures or tables, not repeat the same information). Indicate which observations or facts are most relevant.
This section should cover steps 2 and/or 3 described in chapter3: Enumerate the decision factors and Consider relevant information.
Criteria: An “A” situation analysis section should use an appropriate analysis, be precise (e.g. use correct units of measurement), and be well organized (e.g. use of subheads).

III. Discussion of alternatives.
This section is the description and selection of your alternatives. Provide a reasonable explanation for each one of your proposed alternatives.
Please note this is the “contribution” section. Once you identify the best alternative using decision analysis, indicate the appropriate course of action. Your decision and/or conclusions should be derived from facts, not from opinions.
This section should cover the step 4 described in chapter3: Identify the best alternative.
Criteria: An “A” discussion section should contain a meaningful interpretation of the alternatives. This should include a concise discussion of the chosen alternative.

IV. Evaluation.
This section is the implementation of your chosen alternative. It should include a specific plan for the implementation of your chosen alternative and/or recommendations. (Chapter5 describes multiple strategies for product positioning and branding. Indicate as many strategies that apply to the case).
Illustrate the plan steps, if appropriate, with figures and/or tables.
This section should be cover steps 5 and 6 described in chapter3: Develop a plan for implementing the chosen alternative and Evaluate the decision and the decision process.
Criteria: An “A” evaluation section should contain a carefully detail of the chosen alternative, addressing potential drawbacks and how to tackle them.

V. References
This section lists alphabetically additional sources cited and/or used for your project. There is no need to cite the case.

FORMAT
• Prepare a report covering all elements of the outline.
• The project should be double-spaced, have 8 pages as a minimum and should not exceed 10 pages (references included).
• Use of visuals is encouraged and it does not count toward the number of pages.