Published 01 Jan 1989
Reference 3028
Topic Marketing

A series of three cases to illustrate the issue of strategic marketing resource allocation between products. STARCO (A) presents the challenge of a newly appointed Vice-President of Marketing in developing a product-market portfolio for its division. The case contains detailed information on the market and competitive situations as well as a five-year projection of a "status-quo" strategy. STARCO (B) and (C) build on the discussions of the (A) case and give students an opportunity to test their strategies with the MARKOPS.

Teaching objectives

To illustrate the strategic issues in allocating marketing resources between products.To investigate the dynamic effects of product portfolio strategies