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Chapter 8 Marketing Strategies For New Market Entries
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: Apple Inc’s iPhone: Can iPhone Maintain Its Initial Momentum?
Author(s): Purkayastha, D.; Faheem, H.
Publisher: IBS Center for Management Research
Publication Date: 2008
Reference Number: 508-117-1
Abstract:
This case is about Apple Inc's entry into the mobile phone market by launching the iPhone. The
launch of the much hyped iPhone was hailed as the most successful launch of a brand ever by
some analysts. The case also discusses the various challenges faced by Apple shortly after its
launch, including the pricing controversy in the US and the challenges in marketing the iPhone in
Europe.
Case: Patagonia
Author(s): Reinhardt, Forest ; Reinhardt, Forest ; Casadesus - Masanell, Ramon ; Freier, Debbie;
Publisher Harvard Business School
Publication Date: 2003
Reference Number: 9-703-035
Abstract: Patagonia was deeply committed to the environment. This commitment, at times,
conflicted with the company's goal to create the most innovative products in its industry.
Patagonia's founder and executives welcomed imitation of both its environmental commitment
and its culture. The question remained whether Patagonia's model would work well for a wide
range of companies. In 2003, Patagonia executives were considering which products and markets
would fit best into their portfolio of product lines, which included alpine, skiing, snowboarding,
fishing, paddling, rock climbing, surfing, kayaking, and mountain biking. There was a tradeoff
between alienating its core customers and achieving growth via entry into new product markets.
Case: China’s Home Improvement Market: Should Home Depot Enter Or Will It Have A
Late mover (Dis)Advantage?
Author(s): Chowdary, N; Muthu Kumar, R;
Publisher: ICFAI Business School Case Development Centre
Publication Date: 2006
Reference: ECCH 306-372-1
Abstract: Since the mid-1990s, the home improvement market in China has been growing
rapidly. Besides housing reforms, a rise in peoples' incomes, purchasing power and property
investment encouraged private home ownership in China. Home ownership in China, which was
non-existent two decades ago, has increased to 70% today. New homeowners have to fit the
basics like flooring, plumbing and furniture, as the houses are unfinished ones. This has
encouraged consumers to engage in do-it-yourself (DIY) and home improvement / decorating
activities. Coupled with huge potential growth and housing reforms, China's home improvement
market attracted many domestic players and a few foreign home improvement retailers like
IKEA and B&Q. Atlanta-based Home Depot, the world's largest home improvement retailer, is
weighing its China options: should it enter or not?; and if it decides to enter, should it go it alone
or operate through a joint venture? However, the bigger question doing the rounds is has Home
Depot lost out to early entrants?; is it going to suffer from late-mover disadvantage or is the
delay a blessing in disguise because its learning curve is shortened? The teaching objectives are:
(1) to understand the evolution of China's economic growth; (2) to debate on the inequalities
between the geographical regions in China; (3) to analyse and understand the housing reforms in
China; (4) to analyse China's home improvement market industry to understand the opportunities
and challenges for home improvement retailers in China; (5) to debate whether Home Depot
should enter China or not; and (6) to discuss whether Home Depot's late entry would be an
advantage or a disadvantage.
