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As is evident from the strategic map in the case, the group of proprietary firms is able to command a much higher price for their patent-protected drugs than the generic group. What is the primary mobility barrier described in the case that prevents the firms in the generic group from ascending into the proprietary group of firms?

Multiple Choice

  • The threat of new entrants is low in the proprietary group of firms.

  • Intensive competitive rivalry in the generic group would be disrupted if firms changed strategies.

  • Large investments in the direct sales force for prescription drugs.

  • Strong R&D competence built over many years with large investments and complex alliances.

  • The primary mobility barrier keeps the proprietary firms from joining the generic group.

 
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Scenario:

You are a facilities project manager for Shop ’N’ Leave, a national chain of convenience stores. You oversee the construction of new stores and coordinate between your facility designer and architects, construction contractors, and the various state and local governments of each location. All of your stores require multiple rows of large freezers and refrigerators for products like beverages and ice cream. For each new location, your facility designer, Sarah Johansen, is responsible for determining the best way to dispose of the condensation produced by this equipment in a manner that complies with state and federal regulations for wastewater. Because the water produced by these units may contain food waste (say, from broken or spilled bottles) as well as cleaning chemicals, the water is usually routed through an industrial wastewater system, rather than the systems for human sewage or stormwater. Unfortunately, your new location in Dunedin, Florida has been denied a permit to use the industrial wastewater system. Anthony Clemens, Director of Public Works and Utilities for the City of Dunedin, indicated that refrigerator condensation is “clear water” and therefore should be routed into the stormwater drainage system. You immediately understand the mistake: the official assumes this condensation is the same as that produced by their home refrigerator or air conditioner. It is not. Compounding the problem, federal EPA guidelines strictly prohibit business from dumping contaminated water into stormwater drainage systems, and your company could be fined tens of thousands of dollars for non-compliance. However, if you use the city’s industrial wastewater system without a permit, your Dunedin location could be fined or shut down completely. You have already informed your boss, Anita Bryer, that you’ve commissioned a third-party firm to test the condensation from your refrigeration units, and they confirmed independently that the water is in face in violation of EPA standards for stormwater.

Deliverables:

Based on the scenario above, your three deliverables will be the following documents.

— Document to the Director of Public Works and Utilities for the City of Dunedin, who previously denied your permit

— Document to your facilities designer

— Document to your boss

 
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Bite Toothpaste Bits, Toothpaste Tablets Created by Lindsay McCormick, in California, USA, offers “a healthier, all-natural plastic free replacement for the paste you’ve used your whole life.”
This mint-flavoured toothpaste tablets are chewable versions of the paste we all grew up with. The price is $30 per four month supply.
Consumers simply put one in their mouth, chew to break it up and brush as they normally would. The tablets crumble and foam as they brush, (no water needed), and there are all-natural and vegan-friendly options available as well. According to Lindsay McCormick, founder of Bite Toothpaste Bits, they also could help eliminate the more than 1 billion plastic toothpaste tubes that are destined for landfills every year.
1). Taking YOUR HOME COUNTRY as an example, find out two promising segments and develop two buyer’s persona for them respectively. Make your buyer’s persona as detailed as possible.
2). To create awareness of Bite Toothpaste Bits in your country among those two target groups, you will have to develop a One-month digital content marketing strategy. Design a content marketing strategy by addressing
a) Content message type;
b) Format to present the message (photo, video, infographics, or others);
c) Schedule;
d) Platform to use (social media, website ad banners, SEM/SEO, email marketing, etc);
e) Is there any integration of different online platforms and offline platforms;
f) KPI you are going to use to measure the success of this strategy.
 
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Many companies deal with aggregate scheduling by forcing overtime on their employees to adjust for the peaks of seasonal demand. For example, a recent The Wall Street Journal report on long and irregular hours in the U.S.highlights Angie Clark, a J.C. Penney supervisor in Springfield, Virginia. Clarkworks at least 44 hours a week, including evenings and frequent weekend shifts. Because of recent economic changes, staffers are busier than 5 years earlier, when Clarkhad 38 salespeople instead of the current 28. The result of this pressure is a 40% turnover. Because employee turnover is so large, training consists of the bare minimum – mostly how to operate the cash registers.

Discuss the implications of a strategy of heavy use of overtime in retailing, as well as in other fields, such as manufacturing, hospitals, and airlines. How does this U.S. approach compare to that in other countries?

 
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