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      • Faculty Publications  (676)

      Market Segmentation And Target Market SelectionRemove Market Segmentation And Target Market Selection →

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      • January 1997 (Revised June 1997)
      • Case

      Southwire: Beyond 2000

      By: F. Warren McFarlan and Melissa Dailey
      Southwire, based in Carrollton, GA, was the leading producer of aluminum and copper rod, wire, and cable for the transmission and distribution of electricity. In one decade, CEO Roy Richards, Jr. grew annual sales from $500 million in 1985 to $1.9 billion in 1995, an... View Details
      Keywords: Leading Change; Growth Management; Competitive Strategy; Global Strategy; Manufacturing Industry
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      McFarlan, F. Warren, and Melissa Dailey. "Southwire: Beyond 2000." Harvard Business School Case 397-074, January 1997. (Revised June 1997.)
      • October 1996 (Revised November 1996)
      • Case

      Boston Beer Company: Samuel Adams, Brewmaster Leading a Revolution

      By: Ray A. Goldberg and Mollie H. Carter
      Boston Beer Co. revolutionized the beer industry by identifying and responding to a new consumer segment. Using the excess capacity in the brewing industry to establish contract brewing arrangements and an extremely capable sales force, the company opened the... View Details
      Keywords: Transformation; Leadership; Product Marketing; Product Development; Production; Quality; Salesforce Management; Segmentation; Food and Beverage Industry
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      Goldberg, Ray A., and Mollie H. Carter. "Boston Beer Company: Samuel Adams, Brewmaster Leading a Revolution." Harvard Business School Case 597-040, October 1996. (Revised November 1996.)
      • June 1996 (Revised January 1999)
      • Case

      XcelleNet, Inc. (A)

      By: Stephen P. Bradley, Richard L. Nolan and James Leonard
      XcelleNet, a $35 million system software company based in Atlanta, was founded in 1986 to address the computing needs of a class of remote and mobile users and data that were rarely connected to a network. Though the clear first mover and leader in the remote... View Details
      Keywords: Technological Innovation; Opportunities; Competitive Strategy; Competitive Advantage; Technology Networks; Computer Industry; Atlanta
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      Bradley, Stephen P., Richard L. Nolan, and James Leonard. "XcelleNet, Inc. (A)." Harvard Business School Case 796-189, June 1996. (Revised January 1999.)
      • June 1996 (Revised July 1997)
      • Case

      Hostile Bid for Red October, The

      By: Benjamin C. Esty and Alan Bigman
      Manatep Bank, a Russian investment bank, has just announced the country's first hostile tender offer for Red October, a confectionery company located in Moscow. As the chief financial officer of the target company, Yuri Yegorov must decide how to respond, how much his... View Details
      Keywords: Capital Markets; Cash; Governance Controls; Financial Condition; Investment Banking; Financial Markets; Trade; Valuation; Financial Management; Food and Beverage Industry; Moscow
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      Esty, Benjamin C., and Alan Bigman. "Hostile Bid for Red October, The." Harvard Business School Case 296-084, June 1996. (Revised July 1997.)
      • 1996
      • Article

      A Segment-Level Model of Category Volume and Brand Choice

      By: William R. Dillon and Sunil Gupta
      Keywords: Brands and Branding; Decision Choices and Conditions; Segmentation; Volume
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      Dillon, William R., and Sunil Gupta. "A Segment-Level Model of Category Volume and Brand Choice." Marketing Science 15, no. 1 (1996): 38–59.
      • October 1995
      • Case

      Robert Mondavi Corporation

      By: Ray A. Goldberg and Thomas N. Urban Jr
      As the Mondavi Corp. moves from a private to a public company and increases the number of types of wine it sells, how does it position itself in various segments of the market and what brand and distribution system is most important? View Details
      Keywords: Globalized Markets and Industries; Brands and Branding; Distribution; Product Positioning; Going Public; Expansion; Change; Food and Beverage Industry
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      Goldberg, Ray A., and Thomas N. Urban Jr. "Robert Mondavi Corporation." Harvard Business School Case 596-031, October 1995.
      • June 1995 (Revised September 2019)
      • Teaching Note

      Richardson Sheffield

      By: Christopher A. Bartlett and Ashish Nanda
      This note was prepared to aid instructors in the use of "Richardson Sheffield," HBS No. 392-089. The case traces Bryan Upton’s 20-plus years as managing director of a Sheffield-based cutlery company and describes the strategic and organizational actions he took to... View Details
      Keywords: Development; General Management; Human Resources; Management; Leadership; Strategy; United Kingdom
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      Bartlett, Christopher A., and Ashish Nanda. "Richardson Sheffield." Harvard Business School Teaching Note 395-212, June 1995. (Revised September 2019.)
      • March 1995 (Revised March 2001)
      • Case

      The Black & Decker Corporation (A): Power Tools Division

      By: Robert J. Dolan
      Presents Black & Decker's performance against a Japanese competitor and others in the power tools market. Black & Decker is anxious to regain its market share leadership in particular segments of the market. View Details
      Keywords: Brands and Branding; Product Positioning; Marketing Strategy; Product Launch; Competition; Globalization; Construction Industry; Consumer Products Industry
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      Dolan, Robert J. "The Black & Decker Corporation (A): Power Tools Division." Harvard Business School Case 595-057, March 1995. (Revised March 2001.)
      • Article

      A Brand's Eye View of Response Segmentation in Consumer Choice Behavior

      By: Randolph E. Bucklin, Sunil Gupta and Sangman Han
      Keywords: Brands and Branding; Segmentation; Decision Choices and Conditions; Customers; Behavior
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      Bucklin, Randolph E., Sunil Gupta, and Sangman Han. "A Brand's Eye View of Response Segmentation in Consumer Choice Behavior." Journal of Marketing Research (JMR) 32, no. 1 (February 1995): 66–74.
      • July 1994 (Revised January 1997)
      • Case

      Steamboat Ski & Resort Corporation

      By: Jeffrey F. Rayport
      The largest ski resort in Colorado must determine how to select customer segments to focus its promotional and service-delivery efforts. Making segmentation work depends on reordering its pricing policy and "service packages." View Details
      Keywords: Marketing Strategy; Service Delivery; Entertainment and Recreation Industry; Colorado
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      Rayport, Jeffrey F., Mary E. Callahan, Don Bramley, Katie King, and Hilary Nicholas. "Steamboat Ski & Resort Corporation." Harvard Business School Case 395-019, July 1994. (Revised January 1997.)
      • May 1994
      • Background Note

      Segmenting Customers in Mature Industrial Markets: An Application

      By: V. Kasturi Rangan
      In mature industrial markets, segmenting customers by size, industry, or product benefits alone rarely is sufficient. Customer behavior regarding trade-offs between price and service also becomes an important criterion. This note offers a framework to enable such... View Details
      Keywords: Segmentation; Framework; Consumer Behavior; Marketing Strategy; Industrial Products Industry
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      Rangan, V. Kasturi. "Segmenting Customers in Mature Industrial Markets: An Application." Harvard Business School Background Note 594-089, May 1994.
      • April 1994 (Revised January 1995)
      • Case

      StarKist (A)

      By: Richard H.K. Vietor and Forest L. Reinhardt
      Set in April 1990, this case focuses on H.J. Heinz and its subsidiary, StarKist, the largest producer of canned tuna in the United States. During the 1980s, the public became increasingly concerned about tuna fishing practices that killed dolphins. StarKist was the... View Details
      Keywords: Business Subsidiaries; Decision Choices and Conditions; Laws and Statutes; Management Teams; Brands and Branding; Environmental Sustainability; Competition; Mexico; United States
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      Vietor, Richard H.K., and Forest L. Reinhardt. "StarKist (A)." Harvard Business School Case 794-128, April 1994. (Revised January 1995.)
      • December 1993 (Revised March 1997)
      • Case

      Recruiting at Bowles Hollowell Conner & Co.

      By: John J. Gabarro, Herminia M. Ibarra, John P. Kotter and Andrew P. Burtis
      Examines the recruiting process of Bowles Hollowell Conner & Co. (BHC), an investment banking firm known for its work with middle market companies. Specifically, presents a profile of the firm and its recruiting process and then examines that process through the firm's... View Details
      Keywords: Investment Banking; Recruitment; Selection and Staffing; Job Interviews; Banking Industry
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      Gabarro, John J., Herminia M. Ibarra, John P. Kotter, and Andrew P. Burtis. "Recruiting at Bowles Hollowell Conner & Co." Harvard Business School Case 494-071, December 1993. (Revised March 1997.)
      • September 1993
      • Case

      Manufacturing at ALZA: The Right Prescription? (A)

      By: Dorothy A. Leonard
      ALZA, a company specializing in drug delivery systems such as transdermal patches, considers manufacturing its own products. Until now, the company has conducted research and development on its patented system but has then licensed the technology to client-partner... View Details
      Keywords: Business or Company Management; Technological Innovation; Innovation and Management; Growth and Development Strategy; Problems and Challenges; Production; Research and Development; Organizational Change and Adaptation; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry
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      Leonard, Dorothy A. "Manufacturing at ALZA: The Right Prescription? (A)." Harvard Business School Case 694-019, September 1993.
      • July 1993 (Revised November 1993)
      • Case

      European Bank for Reconstruction and Development: Marketing Strategy for the Debut Bond Offering

      By: Jeffrey F. Rayport
      The European Bank for Reconstruction and Development, the first supranational financial institution of the post-Cold War era, is planning its debut in the international capital markets through a bond issuance of $500 million. The bank must determine its marketing... View Details
      Keywords: Bonds; Marketing Strategy; Capital Markets; Banks and Banking; Banking Industry; Europe
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      Rayport, Jeffrey F. "European Bank for Reconstruction and Development: Marketing Strategy for the Debut Bond Offering." Harvard Business School Case 594-005, July 1993. (Revised November 1993.)
      • December 1992
      • Case

      BASF: Corporate Advertising for 1992

      By: Stephen A. Greyser and Norman Klein
      Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details
      Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany
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      Greyser, Stephen A., and Norman Klein. "BASF: Corporate Advertising for 1992." Harvard Business School Case 593-021, December 1992.
      • December 1992
      • Case

      Du Pont: Corporate Advertising for 1992

      By: Stephen A. Greyser and Norman Klein
      Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details
      Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry
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      Greyser, Stephen A., and Norman Klein. "Du Pont: Corporate Advertising for 1992." Harvard Business School Case 593-023, December 1992.
      • December 1992 (Revised June 1996)
      • Case

      Siemens Corporation (A): Corporate Advertising for 1992

      By: Stephen A. Greyser and Norman Klein
      Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,... View Details
      Keywords: Advertising Campaigns; Trade; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Germany; United States
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      Greyser, Stephen A., and Norman Klein. "Siemens Corporation (A): Corporate Advertising for 1992." Harvard Business School Case 593-022, December 1992. (Revised June 1996.)
      • December 1992 (Revised October 1993)
      • Case

      BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself

      By: Stephen A. Greyser and Wendy Smith Schille
      Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is... View Details
      Keywords: Advertising; Change Management; Transformation; Brands and Branding; Product Positioning; Production; Luxury; Segmentation; Auto Industry
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      Greyser, Stephen A., and Wendy Smith Schille. "BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself." Harvard Business School Case 593-046, December 1992. (Revised October 1993.)
      • October 1992
      • Article

      Segmenting Industrial Customers by Buyer Behavior

      By: V. K. Rangan, R. T. Moriarty Jr. and G. Swartz
      Keywords: Consumer Behavior; Customers
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      Rangan, V. K., R. T. Moriarty Jr., and G. Swartz. "Segmenting Industrial Customers by Buyer Behavior." Journal of Marketing 56, no. 1 (October 1992): 72–82.
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