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      Market SegmentationRemove Market Segmentation →

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      • September 2010 (Revised February 2011)
      • Case

      Red Lobster

      By: David E. Bell and Jason Riis
      Red Lobster, a 40-year-old chain of seafood restaurants, has just completed some market research revealing an opportunity to shift its target customer segment. The chain is in the final stages of a 10-year plan of rejuvenation under CEO Kim Lopdrup. When he took over... View Details
      Keywords: Advertising; Customer Satisfaction; Marketing Strategy; Consumer Behavior; Research; Segmentation; Food and Beverage Industry
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      Bell, David E., and Jason Riis. "Red Lobster." Harvard Business School Case 511-052, September 2010. (Revised February 2011.)
      • August 2010 (Revised October 2014)
      • Case

      Herborist

      By: John Deighton, Leora Kornfeld, Yanqun He and Qingyun Jiang
      Global brands such as L'Oreal and Oil of Olay dominate China's skin care market. A Chinese domestic brand, after some success in partnership with Sephora in Europe, aspires to challenge the French and U.S. brands' hold on the China market. It must decide how to segment... View Details
      Keywords: Cross-Cultural and Cross-Border Issues; Product Marketing; Product Positioning; Demand and Consumers; Competitive Strategy; Segmentation; Beauty and Cosmetics Industry; China
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      Deighton, John, Leora Kornfeld, Yanqun He, and Qingyun Jiang. "Herborist." Harvard Business School Case 511-051, August 2010. (Revised October 2014.) (request a courtesy copy.)
      • May 2010
      • Teaching Note

      Flare Fragrances Company, Inc.: Analyzing Growth Opportunities (Brief Case)

      By: John A. Quelch and Lisa D. Donovan
      Teaching note to case #4550 View Details
      Keywords: Quantitative Analysis; Market Segmentation; Product Introduction; New Product Marketing; Product Lines; Product Positioning; Distribution; Mathematical Methods; Product Launch; Segmentation
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      Quelch, John A., and Lisa D. Donovan. "Flare Fragrances Company, Inc.: Analyzing Growth Opportunities (Brief Case)." Harvard Business School Teaching Note 104-551, May 2010.
      • May 2010
      • Supplement

      Flare Fragrances Company, Inc.: Analyzing Growth Opportunities, Instructor Spreadsheet Supplement (Brief Case)

      By: John A. Quelch and Lisa D. Donovan
      Keywords: Quantitative Analysis; Market Segmentation; Product Introduction; New Product Marketing; Product Lines; Product Positioning; Distribution; Analysis; Product Launch
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      Quelch, John A., and Lisa D. Donovan. "Flare Fragrances Company, Inc.: Analyzing Growth Opportunities, Instructor Spreadsheet Supplement (Brief Case)." Harvard Business School Spreadsheet Supplement 104-553, May 2010.
      • May 2010
      • Supplement

      Flare Fragrances Company, Inc.: Analyzing Growth Opportunities, Spreadsheet Supplement (Brief Case)

      By: John A. Quelch and Lisa D. Donovan
      Keywords: Quantitative Analysis; Market Segmentation; Product Introduction; New Product Marketing; Product Lines; Product Positioning; Distribution; Analysis; Product Launch
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      Quelch, John A., and Lisa D. Donovan. "Flare Fragrances Company, Inc.: Analyzing Growth Opportunities, Spreadsheet Supplement (Brief Case)." Harvard Business School Spreadsheet Supplement 104-554, May 2010.
      • May 2010
      • Case

      Flare Fragrances Company, Inc: Analyzing Growth Opportunities

      By: John A. Quelch and Lisa D. Donovan
      Flare Fragrances, a manufacturer of perfumes for women, faces a growth challenge in a difficult economic environment. CEO Joely Patterson outlines two growth opportunities for her marketing staff to evaluate. One involves launching a new scent -- and possibly... View Details
      Keywords: Quantitative Analysis; Market Segmentation; Product Introduction; New Product Marketing; Product Lines; Product Positioning; Distribution; Product Launch; Segmentation; Growth and Development Strategy; Consumer Products Industry
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      Quelch, John A., and Lisa D. Donovan. "Flare Fragrances Company, Inc: Analyzing Growth Opportunities." Harvard Business School Brief Case 104-550, May 2010.
      • 2010
      • Simulation

      Marketing Simulation: Managing Segments and Customers

      By: Das Narayandas
      In this single-player simulation, students assume the position of CEO of a medical motor manufacturer and are tasked with executing a successful business-to-business marketing strategy over a period of twelve fiscal quarters. Students determine all aspects of the... View Details
      Keywords: Marketing Strategy; Salesforce Management; Distribution Channels; Price; Product Positioning; Customer Relationship Management; Profit; Revenue; Cost vs Benefits; Policy; Manufacturing Industry
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      Narayandas, Das. "Marketing Simulation: Managing Segments and Customers." Simulation and Teaching Note. Harvard Business Publishing, 2010. Electronic.
      • January 2010 (Revised March 2013)
      • Case

      HubSpot: Lower Churn through Greater CHI

      By: F. Asis Martinez Jerez, Thomas Steenburgh, Jill Avery and Lisa Brem
      HubSpot, a web marketing startup is under pressure from VCs to rapidly acquire new customers and to maintain a low level of customer churn. In the case, students explore the drivers of customer churn and uncover opportunities to increase customer retention across the... View Details
      Keywords: Business Startups; Customer Relationship Management; Customer Satisfaction; Customer Value and Value Chain; Forecasting and Prediction; Consumer Behavior; Happiness; Consulting Industry
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      Martinez Jerez, F. Asis, Thomas Steenburgh, Jill Avery, and Lisa Brem. "HubSpot: Lower Churn through Greater CHI." Harvard Business School Case 110-052, January 2010. (Revised March 2013.)
      • December 2009 (Revised November 2012)
      • Teaching Note

      Global Wine War 2009: New World versus Old (TN)

      By: Christopher A. Bartlett
      Teaching Note for [910405]. View Details
      Keywords: Emerging Markets; Governing Rules, Regulations, and Reforms; Segmentation; Competitive Advantage; Globalized Firms and Management; Consumer Behavior; Industry Structures; Food and Beverage Industry; United States
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      Bartlett, Christopher A. "Global Wine War 2009: New World versus Old (TN)." Harvard Business School Teaching Note 910-412, December 2009. (Revised November 2012.)
      • September 2009
      • Teaching Note

      HubSpot: Inbound Marketing and Web 2.0 (TN)

      By: Thomas J. Steenburgh and Jill Avery
      Teaching Note for 509-049. View Details
      Keywords: Customer Satisfaction; Technology Adoption; Internet and the Web; Blogs; Media; Markets; Segmentation; Price; Decision Choices and Conditions; Marketing Strategy; Information Technology Industry
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      Steenburgh, Thomas J., and Jill Avery. "HubSpot: Inbound Marketing and Web 2.0 (TN)." Harvard Business School Teaching Note 510-043, September 2009.
      • May 2009 (Revised January 2011)
      • Case

      HubSpot: Inbound Marketing and Web 2.0

      By: Thomas J. Steenburgh, Jill Avery and Naseem Ashraf Dahod
      This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial... View Details
      Keywords: Customer Relationship Management; Entrepreneurship; Price; Growth and Development Strategy; Marketing Communications; Social and Collaborative Networks; Segmentation; Web
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      Steenburgh, Thomas J., Jill Avery, and Naseem Ashraf Dahod. "HubSpot: Inbound Marketing and Web 2.0." Harvard Business School Case 509-049, May 2009. (Revised January 2011.)
      • April 2009
      • Article

      How to Market in a Downturn

      By: John A. Quelch and Katherine Jocz
      This article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Because no two recessions are exactly alike, marketers find themselves in poorly... View Details
      Keywords: Customers; Economic Slowdown and Stagnation; Spending; Marketing Strategy; Consumer Behavior; Segmentation
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      Quelch, John A., and Katherine Jocz. "How to Market in a Downturn." Harvard Business Review 87, no. 4 (April 2009): 52–62.
      • March – April 2009
      • Article

      Market Research and Innovation Strategy in a Duopoly

      By: Dominique Lauga and Elie Ofek
      We model a duopoly in which ex-ante identical firms must decide where to direct their innovation efforts. The firms face market uncertainty about consumers' preferences for innovation on two product attributes and technology uncertainty about the success of their R&D... View Details
      Keywords: Profit; Innovation and Management; Demand and Consumers; Duopoly and Oligopoly; Research and Development; Competitive Strategy
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      Lauga, Dominique, and Elie Ofek. "Market Research and Innovation Strategy in a Duopoly." Marketing Science 28, no. 2 (March–April 2009): 373–396.
      • November 2008 (Revised November 2008)
      • Case

      Cyworld: Creating and Capturing Value in a Social Network

      By: Sunil Gupta and Sangman Han
      In May 2008, the new CEO of Cyworld, a social network company in Korea, had to decide how to create and capture value from his rapidly growing user base. Cyworld was founded in 1999, and in 2003 it was acquired by SK Telecom, a leading mobile service provider in Korea.... View Details
      Keywords: Customer Value and Value Chain; Consumer Behavior; Social and Collaborative Networks; Segmentation; Value Creation; South Korea
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      Gupta, Sunil, and Sangman Han. "Cyworld: Creating and Capturing Value in a Social Network." Harvard Business School Case 509-012, November 2008. (Revised November 2008.)
      • October 2008
      • Class Lecture

      Marketing as Competitive Advantage: Fundamentals

      By: Das Narayandas, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu and Marta Wosinska
      Marketing as Competitive Advantage: Fundamentals will help today's business executives and tomorrow's business leaders understand the key elements of a successful marketing strategy. The multimedia resource includes video lectures by Harvard Business School faculty,... View Details
      Keywords: Customers; Framework; Marketing Strategy; Product Positioning; Planning; Competitive Advantage; Segmentation
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      Narayandas, Das, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu, and Marta Wosinska. "Marketing as Competitive Advantage: Fundamentals." Harvard Business School Class Lecture 509-719, October 2008.
      • September 2008 (Revised October 2009)
      • Background Note

      The Carbon Market

      By: Andre F. Perold, Forest L. Reinhardt and Mikell Hyman
      The carbon market has emerged in response to concerns about global climate change. This note characterizes the market in 2008, describing each segment and how it operates. View Details
      Keywords: Non-Renewable Energy; Market Transactions; Environmental Sustainability; Climate Change
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      Perold, Andre F., Forest L. Reinhardt, and Mikell Hyman. "The Carbon Market." Harvard Business School Background Note 209-064, September 2008. (Revised October 2009.)
      • September 2008 (Revised October 2008)
      • Case

      Marc Abrahams: Annals of an Improbable Entrepreneur

      By: Boris Groysberg and Michael Slind
      Marc Abrahams was a media entrepreneur who specialized in science humor. In 2008, he sought to boost the scale and monetization potential of his business. That business, called Improbable Research, encompassed a magazine (Annals of Improbable Research), a high-profile... View Details
      Keywords: Entrepreneurship; Selection and Staffing; Human Capital; Growth and Development Strategy; Brands and Branding; Personal Development and Career
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      Groysberg, Boris, and Michael Slind. "Marc Abrahams: Annals of an Improbable Entrepreneur." Harvard Business School Case 409-013, September 2008. (Revised October 2008.)
      • April 2008
      • Case

      Chunghwa Telecom Co., Ltd. (A)

      By: Paul W. Marshall, Michael Shih-ta Chen and Keith Chi-ho Wong
      In late November 2000, Chunghwa Telecom Co., Ltd., the once-monopolized telecom operator owned by the Taiwanese government, was on its way to privatization. Mr. C.K. Mao, Chairman of the company, who headed the job only three months earlier, after its prior chairman... View Details
      Keywords: Entrepreneurship; Governing Rules, Regulations, and Reforms; Employee Relationship Management; Leading Change; Organizational Change and Adaptation; Privatization; Competition; Telecommunications Industry; Taiwan
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      Marshall, Paul W., Michael Shih-ta Chen, and Keith Chi-ho Wong. "Chunghwa Telecom Co., Ltd. (A)." Harvard Business School Case 808-137, April 2008.
      • April 2008
      • Supplement

      Chunghwa Telecom Co., Ltd. (B)

      By: Paul W. Marshall, Michael Shih-ta Chen and Keith Chi-ho Wong
      In late November 2000, Chung Telecom Co., Ltd., the once-monopolized telecom operator owned by the Taiwanese government, was on its way to privatization. Mr. C.K. Mao, Chairman of the company, was headed the job only three months earlier, after its prior chairman... View Details
      Keywords: State Ownership; Jobs and Positions; Monopoly; Privatization; Competition; Decisions; Motivation and Incentives; Labor and Management Relations; Resignation and Termination; Compensation and Benefits; Price; Status and Position; Telecommunications Industry; Public Administration Industry; Taiwan
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      Marshall, Paul W., Michael Shih-ta Chen, and Keith Chi-ho Wong. "Chunghwa Telecom Co., Ltd. (B)." Harvard Business School Supplement 808-138, April 2008.
      • March 2008 (Revised March 2009)
      • Case

      Purolator Courier Ltd.

      By: Rajiv Lal and Catherine Ross
      On a fall day in September 2003, Robert Swanborough made his way down a thickly carpeted hallway in Purolator's headquarters in Toronto, Canada, toward a meeting with his two deputies. Several months earlier, Swanborough, then vice-president of Marketing, had been... View Details
      Keywords: Conferences; Customer Focus and Relationships; Leading Change; Marketing Strategy; Performance Effectiveness; Strategic Planning; Research; Segmentation; Canada
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      Lal, Rajiv, and Catherine Ross. "Purolator Courier Ltd." Harvard Business School Case 508-054, March 2008. (Revised March 2009.)
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