IKEA Invades America: (Y. Moon, Essay

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2) What would Edwards hope to gain from such a strategy?

The new marketing strategy could serve to bring a greater customer base to the company.

Case study: Dogfight over Europe (J.Rivkin, Harvard Business School case no. 9-700-115 / 116/117, rev. November 2007)

1) What is your assessment of Ryanair's launch strategy?

Ryanair ran four round trips each day and offered meals and amenities that were similar to Aer LInguis and British Airways. The company decided to distinguish itself by first, focusing intently on delivering first-rate customer service and secondly, charign a single fare for a ticket with no restrictions. Lowering of fares in May 1996 was met by Aer Lingus and British Airways with a lowering of their fare and in response Ryanair lowered its unrestricted fare in what was termed to be "predatory pricing…to take over market share." The initial performance of Ryanair was good with its flights being nearly 100% booked. While Rynaiar had startup losses in 1985, it posted profits of approximately 2 million in 1986 and even a larger profit in 1987. Ryanair expanded greatly with new routes being run by the company and eventually with five aircraft and 27 routes. The company was smart in its initital introduction prices then gaining a following through their excellent customer services.

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2) Can the Ryan brothers make money at the I£98?

While the low price of I£98 did not make the Ryan brothers as high profit, what it did do was gain them the largest share of the market and through expansion and near 100% booking on flights they were able to profit.

Case study: Optical Distortion, Inc. (D.G.Clarke, R.E.Wise, Harvard Business School case no. 9-575-072, rev. April 2009)

1) What characteristics of the ODI contact lens are likely to make it appealing or unappealing to different types of chicken farmers?

The ODI lenses assisted in that the chickens were no longer misbehaving and were eating less. The chickens stopped pecking one another with the ODI lenses in place. In addition, the company offered followup technical support to ensure the lenses were being used in a proper manner. The ODI lenses saved the farmers money and when they started placing the chickens in the small multitiered coops the ODI lenses affect on behavior of the birds was a positive one for the farmers.

2) in what geographic areas should ODI focus its efforts?

The geographic areas that require a focus of efforts include all geographic areas that contain chicken farms.

3) on what market segments (in addition to geographic) should.....

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