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    • All HBS Web  (2,816)
      • Faculty Publications  (610)

      Marketing PlanningRemove Marketing Planning →

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      • April 2010
      • Supplement

      Metabical: Pricing, Packaging, and Demand Forecasting Recommendations for a New Weight Loss Drug, Spreadsheet Supplement (Brief Case)

      By: John A. Quelch and Heather Beckham
      Keywords: Return On Investment; Forecasting; Pricing Policies; Demand Planning; Demand and Consumers; Price; Forecasting and Prediction; Investment Return
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      Quelch, John A., and Heather Beckham. "Metabical: Pricing, Packaging, and Demand Forecasting Recommendations for a New Weight Loss Drug, Spreadsheet Supplement (Brief Case)." Harvard Business School Spreadsheet Supplement 104-186, April 2010.
      • April 2010
      • Case

      METRO Cash & Carry in China, 2010

      By: Tarun Khanna and David Lane
      International wholesaler METRO Cash & Carry in 2010 had little choice but to expand swiftly in Asia to facilitate growth beyond its increasingly mature markets in Western Europe. China was of particular note to MCC, but the company had broken even there only in 2008... View Details
      Keywords: Expansion; Business Growth and Maturation; Business Strategy; Strategic Planning; Growth and Development Strategy; Organizational Change and Adaptation; Retail Industry; China
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      Khanna, Tarun, and David Lane. "METRO Cash & Carry in China, 2010." Harvard Business School Case 710-448, April 2010.
      • March 2010 (Revised April 2014)
      • Case

      American Well: The Doctor Will E-See You Now

      By: Elie Ofek and Ron Laufer
      What is next for healthcare IT provider American Well, whose innovative Online Care technology allows physicians to deliver care to patients online in real time? Using American Well's platform, patients with non-emergency health concerns can communicate with physicians... View Details
      Keywords: Entrepreneurship; Health Care and Treatment; Technological Innovation; Growth and Development Strategy; Market Entry and Exit; Service Delivery; Online Technology; Health Industry
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      Ofek, Elie, and Ron Laufer. "American Well: The Doctor Will E-See You Now." Harvard Business School Case 510-061, March 2010. (Revised April 2014.)
      • March – April 2010
      • Article

      The Need for Ideological Consciousness

      By: George C. Lodge
      Every so often in American history a crisis comes along that requires Americans to inspect cherished assumptions and to act in a way that many find ideologically repulsive. Although our leaders insist that such actions are pragmatic-the only sensible way to deal with... View Details
      Keywords: History; Leadership; Competition; Framework; Consumer Behavior; Business and Community Relations; Government and Politics; Financial Crisis; Planning; United States
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      Lodge, George C. "The Need for Ideological Consciousness." Challenge 53, no. 2 (March–April 2010): 76–89.
      • February 2010
      • Case

      Amyris Biotechnologies: Commercializing Biofuel

      By: Gary P. Pisano and Alison Berkley Wagonfeld
      In 2009, Amyris Biotechnologies was building a plant in Brazil that used synthetic biology to convert sugarcane into both renewable fuels and renewable chemicals. The Amyris' marketing team was investigating the commercial interest for both types of products, while the... View Details
      Keywords: Renewable Energy; Chemicals; Risk Management; Product Marketing; Product Development; Production; Environmental Sustainability; Commercialization; Biotechnology Industry; Brazil
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      Pisano, Gary P., and Alison Berkley Wagonfeld. "Amyris Biotechnologies: Commercializing Biofuel." Harvard Business School Case 610-031, February 2010.
      • February 2010 (Revised October 2010)
      • Case

      Re-THINK-ing THINK: The Electric Car Company

      By: Joseph B. Lassiter III and David Kiron
      On January 5, 2010, 48-year-old Richard Canny was on his way to meet the governor of Indiana. He was reading his newly issued press release announcing that THINK planned to start automobile production in Elkhart County, Indiana to launch its THINK City battery-operated... View Details
      Keywords: Business Startups; Entrepreneurship; Investment; Global Strategy; Market Entry and Exit; Product Development; Production; Pollutants; Environmental Sustainability; Auto Industry; Manufacturing Industry; Norway; Indiana
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      Lassiter, Joseph B., III, and David Kiron. "Re-THINK-ing THINK: The Electric Car Company." Harvard Business School Case 810-105, February 2010. (Revised October 2010.)
      • February 2010
      • Case

      Go Mobile: The Phirbol Franchise

      By: Rajiv Lal and Natalie Kindred
      To grow Phirbol, a telecom retail franchise chain in Delhi, India's underdeveloped markets, its founders were exploring ways to offer more value to the franchisees. In mid-2009, the Phirbol franchise was comprised of some 150 franchisees that had converted their small... View Details
      Keywords: Business Model; Business Startups; Innovation and Management; Brands and Branding; Service Operations; Franchise Ownership; Value Creation; Telecommunications Industry; Delhi
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      Lal, Rajiv, and Natalie Kindred. "Go Mobile: The Phirbol Franchise." Harvard Business School Case 510-020, February 2010.
      • February 2010
      • Supplement

      Marketing Analysis Toolkit: Breakeven Analysis (CW)

      By: Thomas J. Steenburgh and Jill Avery
      This Excel worksheet contains sample problems, prebuilt Excel models to run breakeven analyses, and charts and graphs which help visualize the results. It is designed to accompany "Marketing Analysis Toolkit: Breakeven Analysis." View Details
      Keywords: Mathematical Methods; Marketing; Decisions; Planning; Marketing Strategy; Management Analysis, Tools, and Techniques
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      Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Breakeven Analysis (CW)." Harvard Business School Spreadsheet Supplement 510-713, February 2010.
      • February 2010
      • Supplement

      Marketing Analysis Toolkit: Market Size and Market Share Analysis (CW)

      By: Thomas J. Steenburgh and Jill Avery
      This Excel worksheet contains sample problems, prebuilt Excel models to run market sizing and market share analyses, and charts and graphs which help visualize the results. It is designed to accompany Marketing Analysis Tookit: Market Size and Market Share Analysis.... View Details
      Keywords: Mathematical Methods; Marketing Strategy; Decisions; Strategic Planning; Market Participation; Sales; Forecasting and Prediction; Management Analysis, Tools, and Techniques
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      Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Market Size and Market Share Analysis (CW)." Harvard Business School Spreadsheet Supplement 510-714, February 2010.
      • February 2010 (Revised March 2016)
      • Background Note

      Marketing Analysis Toolkit: Break-even Analysis

      By: Thomas J. Steenburgh and Jill Avery
      Marketing managers are often called upon to make recommendations for or against programs that cost money to implement. Before expenditures are made, managers want to be sure that they will be getting a return on their investment. One way of assessing this is by... View Details
      Keywords: Decision Making; Investment Return; Spending; Management Analysis, Tools, and Techniques; Marketing Strategy; Strategic Planning; Mathematical Methods
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      Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Break-even Analysis." Harvard Business School Background Note 510-080, February 2010. (Revised March 2016.)
      • February 2010
      • Background Note

      Marketing Analysis Toolkit: Market Size and Market Share Analysis

      By: Thomas J. Steenburgh and Jill Avery
      Marketers frequently need to estimate the size of their markets—both for existing products so that sales forecasts can be developed and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales... View Details
      Keywords: Forecasting and Prediction; Management Analysis, Tools, and Techniques; Marketing Strategy; Markets; Demand and Consumers; Size; Strategic Planning; Sales
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      Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Market Size and Market Share Analysis." Harvard Business School Background Note 510-081, February 2010.
      • February 2010
      • Background Note

      Marketing Analysis Toolkit: Situation Analysis

      By: Thomas J. Steenburgh and Jill Avery
      Before managers can begin to formulate marketing strategies for their businesses, they must have a strong understanding of the internal and external marketing environments in which they are operating. In this note, we present three methods for collecting and analyzing... View Details
      Keywords: Five Forces Framework; SWOT Analysis; Marketing Strategy; Demand and Consumers; Industry Structures; Strategic Planning
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      Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Situation Analysis." Harvard Business School Background Note 510-079, February 2010.
      • January 2010
      • Case

      Five and Six Dulles Station

      By: Arthur I Segel
      Cricket Real Estate Advisors needs to decide if they should invest in a proposed joint venture development with Buddy Holly & Associates. Holly is a successful northern Virginia office developer who plans to develop two buildings containing 232,750 rentable square... View Details
      Keywords: Valuation; Joint Ventures; Markets; Accounting Audits; International Finance; Agreements and Arrangements; Change; Strategic Planning; Management Analysis, Tools, and Techniques; Financial Management; Real Estate Industry
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      Segel, Arthur I. "Five and Six Dulles Station." Harvard Business School Case 210-047, January 2010.
      • 2010
      • Chapter

      The Impact of Employer Matching on Savings Plan Participation under Automatic Enrollment

      By: John Beshears, James J. Choi, David Laibson and Brigitte C. Madrian
      Existing research has documented the large impact that automatic enrollment has on savings plan participation. All the companies examined in these studies, however, have combined automatic enrollment with an employer match. This raises a question about how effective... View Details
      Keywords: Motivation and Incentives; Consumer Behavior; Personal Finance; Investment Funds; Microeconomics; Compensation and Benefits
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      Beshears, John, James J. Choi, David Laibson, and Brigitte C. Madrian. "The Impact of Employer Matching on Savings Plan Participation under Automatic Enrollment." In Research Findings in the Economics of Aging, edited by David A. Wise, 311–327. Chicago: University of Chicago Press, 2010.
      • November 2009 (Revised May 2017)
      • Case

      Miracle Life, Inc.

      By: Lauren Cohen and Christopher Malloy
      Miracle Life is a firm with a unique setup and organizational structure. Specifically, it is a network marketing firm, also known as multi-level marketing (MLM) firm, which utilizes a large distributor base and depends on this individual distributor base to sell its... View Details
      Keywords: Finance; Cash Flow; Stocks; Growth and Development Strategy; Product Marketing; Distribution; Organizational Structure
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      Cohen, Lauren, and Christopher Malloy. "Miracle Life, Inc." Harvard Business School Case 210-039, November 2009. (Revised May 2017.)
      • October 2009
      • Supplement

      Merger of Equals: The Integration of Mellon Financial and The Bank of New York (C)

      By: Ryan D. Taliaferro, Clayton S. Rose and David Lane
      [Continuation of "A" and "B" cases.] Less than a month after the close of the merger between The Bank of New York and Mellon Financial, managers at the two firms realized that plans for combining their asset servicing businesses – and realizing the $180 million of... View Details
      Keywords: Mergers and Acquisitions; Horizontal Integration; Financial Institutions; Business Processes; Risk Management; Strategy; Market Transactions; Assets; System; Saving; Banking Industry; New York (state, US)
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      Taliaferro, Ryan D., Clayton S. Rose, and David Lane. "Merger of Equals: The Integration of Mellon Financial and The Bank of New York (C)." Harvard Business School Supplement 210-028, October 2009.
      • October 2009
      • Teaching Note

      Inner Mongolia Yili Group: China's Pioneering Dairy Brand (TN)

      By: F. Warren McFarlan
      Teaching Note for [308052]. View Details
      Keywords: Business Plan; Goals and Objectives; Competition; Research and Development; Globalization; Innovation and Invention; Brands and Branding; Problems and Challenges; Food and Beverage Industry; China
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      McFarlan, F. Warren. "Inner Mongolia Yili Group: China's Pioneering Dairy Brand (TN)." Harvard Business School Teaching Note 310-051, October 2009.
      • July 2009 (Revised May 2010)
      • Case

      Pfizer: Letter from the Chairman (A)

      By: Robert L. Simons and Natalie Kindred
      This case explores maximizing shareholder value as a goal in executive decision making. Over a period of nine years, three different Pfizer CEOs make critical decisions intended to increase shareholder value. But the results are disappointing. To allow students to... View Details
      Keywords: Decision Choices and Conditions; Corporate Accountability; Corporate Governance; Annual Reports; Business and Shareholder Relations; Value Creation; Pharmaceutical Industry; United States
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      Simons, Robert L., and Natalie Kindred. "Pfizer: Letter from the Chairman (A)." Harvard Business School Case 110-003, July 2009. (Revised May 2010.)
      • June 2009
      • Case

      Manchester Products: A Brand Transition Challenge

      By: John A. Quelch and Heather Beckham
      In January of 2005, Manchester Products Inc., a longtime leader in office furniture that only recently entered into the home furniture market, acquired Paul Logan's Furniture Division (PLFD). The acquisition of PLFD made Manchester an instant market leader in household... View Details
      Keywords: Acquisitions; Consumer Marketing; Brand Equity; Branding; Brands and Branding; Marketing Communications; Marketing Strategy; Mergers and Acquisitions; Retail Industry; Consumer Products Industry; United States
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      Quelch, John A., and Heather Beckham. "Manchester Products: A Brand Transition Challenge." Harvard Business School Brief Case 094-043, June 2009.
      • June 2009 (Revised December 2011)
      • Case

      Colbún—Powering Chile

      By: Forest L. Reinhardt, Gustavo A. Herrero and Sanjay Patnaik
      This case is about Colbún, Chile's second largest electricity generator, which is facing significant uncertainty regarding the cost and availability of alternative energy sources. Problems with the contracted supply of natural gas and the volatility of oil prices,... View Details
      Keywords: Non-Renewable Energy; Globalized Markets and Industries; Governing Rules, Regulations, and Reforms; Government Legislation; Organizational Change and Adaptation; Business and Government Relations; Climate Change; Business Strategy; Energy Industry; Chile
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      Reinhardt, Forest L., Gustavo A. Herrero, and Sanjay Patnaik. "Colbún—Powering Chile." Harvard Business School Case 709-060, June 2009. (Revised December 2011.)
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