Seminar 3, October 26-30, 2009

Seminar 3
Seminar Tutor: NG


Topics Covered

A. Important Reminders
B. Introduction to the Group Case Study Assignment
C. Weekly Case Study - Plant All
D. Optional-Short podcasts for you to watch in your spare time

A. Important Reminders:

It is you obligation to come to class prepared, having looked at all updated class announcements on OasisPlus and having done the required reading.

For example, by now you should know that the online multiple choice exam is during Week 7 and not during Week 6 (which was the Reading week next week).

By now you should have either bought the required book or decided on how you plan to do your work without having bought the text at minimum.

You are to participate fully and constructively in seminars.

If you do not obey lecture and seminar rules, you will be asked to leave the classroom and be marked as absent for the day.

If you come to the seminars any later that 10 minutes without a valid excuse (i.e. NOT 'I missed my train' or or 'I had to go somewhere important' or 'I overslept'), you will not be allowed into the classroom. And you will be market as absent for the day.

If you miss more than 20% of the lectures or the seminars, you are going to fail the module.


B. Introduction to the Group Case Study Assignment::

Choose any one company from the following list:
Nokia
Microsoft
Procter and Gamble
Unilever
Marks and Spencer
BP
BA
Virgin or any other company (with the agreement of your seminar tutor).

Prepare a SWOT analysis of the company and recommend an action plan that you as a group think would capitalise on the opportunities identified and also overcome the weaknesses discussed.



C. Weekly Case Study - Plant All:

PLANT-ALL

Teaching Objectives:

To show the decision-making unit (DMU) in action

To illustrate the importance of understanding the choice criteria of the DMU members

To appreciate how for some products and in some industries it is necessary to understand the wider distribution channel and distribution partners


Q1 Identify the DMU Roles

Initiators – in this case, the sellers
Users – employees
Buyers – purchasing agents
Influences – Fred Elliot – Lauren Belle
Deciders – the buyer (Lauren Belle and Bradley Jons)
Gatekeepers – secretary (Anne Sheffield)


Q2 Choice Criteria of the DMU

Lauren is interested in the business and financial aspects of the transaction e.g. cost, price and promotional support

Margaret Francis is interested in the supply side, stock levels and customer satisfaction



Q3 KAM: Lessons Learned:

Correct decision to secure Greenvale account
In the future important to consider wider distribution channel for company products
Careful inventory control needed to maintain balance between supply and demand
Importance of promotions to stimulate sales at store level
Working closely with colleagues to ensure mechanics of promotions are understood.
Establishing appropriate levels of contact



D. Optional-Short podcasts for you to watch in your spare time:

You may enjoy and benefi from watching the following videos:

http://www.youtube.com/watch?v=JJ7aVrtTbg0&feature=related

http://www.youtube.com/watch?v=VfJ-Mk2g1NY

http://www.youtube.com/watch?v=XYrbF6nWOnU&feature=related