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Chapter 13 Measuring and Delivering Marketing Performance
Case: Ford Fiesta Movement: Using Social Media and Viral Marketing to Launch
Ford’s Global Car in the United States
Author(s): Stephen, A.
Publisher: INSEAD
Publication Date: 2010
Reference Number: 510-015-1
Abstract: The Ford Fiesta movement was a social media campaign run by Ford in the US
during 2009 to generate buzz for the upcoming launch of the 2011 Fiesta sub-compact
car. This case examines the campaign's performance and asks what marketers should do
thereafter to convert interested consumers into buyers. The case can be used as an
introduction to social media and viral marketing as tools for launching new products,
specifically, to: (1) discuss appropriateness of different criteria for evaluating campaign
performance; and (2) consider what marketers should do after a campaign to leverage the
brand awareness generated and convert sales.
Case: Changan Automobile Co., Ltd.
Author(s): Campbell, Dennis; Xia, Donglin
Publisher: Harvard Business School
Publication Date: 2006
Reference: 9-107-006
Abstract: Chairman Yin Jiaxu must communicate that the company's extraordinary
reported performance in 2002 reflects Changan's unique strategy within the competitive
dynamics of China's automobile industry. Changan's 2002 annual report demonstrated an
extraordinary level of success for the company, with net income growth of 421% over the
prior year. Chairman Yin viewed this astonishing level of growth as the reward for the
company's strategic shift in sales mix toward Changan's higher margin automobiles,
coupled with component price decreases and hard-fought internal cost reduction efforts.
However, an anonymous article posted on the Internet attributed Changan's reported
success to fraudulent financial reporting, attracting the attention of the press, analysts,
and financial Web sites. At the heart of the concerns raised in the article were fluctuations
in Changan's quarterly gross margins, including a large increase in gross margin in the
fourth quarter, a large amount of accrued marketing expenses on its balance sheet, and
high reported margins on one of its top selling models, the Star of Changan SC6350
minivan. Facing suspension of trading in Changan Automobile Co.'s shares on the
Shenzen Stock Exchange amid widespread investor concern over the company's financial
reporting practices, Chairman Yin must devise a communication strategy to convince
investors that the company's financial reports reflect the underlying economics of the
company.
Case: Wells Fargo Online Financial Servces (A)
Author(s): Kaplan, Robert S.; Tempest, Nicole
Publisher: Harvard Business School
Publication Date: 1998, Revised 2001
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Reference: 9-198-146
Abstract: Describes how Wells Fargo, the industry leader in electronic banking,
implemented a Balanced Scorecard in its online financial services group (OFS) to track
and measure performance. The OFS group develops and supports services that allow
existing and future banking customers to transact via the Internet. The new division faces
rapid change and must invest heavily in new technology and in the development of
innovative products and services. OFS was finding it difficult to balance the need for a
clearly articulated strategy and measurable objectives with the flexibility required in its
dynamic environment. Wells Fargo had a culture that embraced financial metrics. Yet
OFS management believed that its business could not be measured and evaluated on the
basis of financial metrics alone. For example, the group was not yet profitable, yet it
provided a critical component to the bank’s long-term strategy. The OFS group believed
that the Balanced Scorecard would allow them to develop a set of integrated,
multidimensional measures to assess performance against its goals and to communicate
and update its strategy in a rapidly changing environment. With an extensive description
of the operations and economic drivers of the online financial services business, the case
asks students to use this information to develop a Balanced Scorecard for OFS. Teaching
Purpose: Enables students to explore the role of the Balanced Scorecard measurement
system in an entrepreneurial, rapidly growing, technology-intensive business. May be
used with: (9-199-019) Wells Fargo Online Financial Services (B).
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