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Market Sizing: Case Interviews

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MARKETING CASE INTERVIEWS

1. Frameworks 2. Market –sizing 3. New Product Launch 4. Competitive Defense 5. Key Measures 6. Advertising 7. Interview Questions

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Frameworks

Case questions have been popping up in marketing interviews for years. While there are many similarities between a consulting case interview and a case given in a marketing interview there are differences as well.

I always tell the consulting students to stay away from “cookie-cutter” frameworks like the 5Ps and 5Cs, but in marketing interviews you are …show more content…

To launch or not to launch – make a decision

COMPETITIVE DEFENSE

Assess the threatening product • How similar is it to our product? o Does it do a better job meeting the customer’s needs? o What are its strengths and weaknesses? o What kind of market share can it expect? ▪ Curiosity – will it last? ▪ Will it cannibalize our sales or will it steal sales from another competitor instead?

What kind of resources does it have behind it? • Parent company – large or small o How committed is it to this division or product?

• Introduction strategy o Major marketing campaign o Incentive discounts ▪ 2 for 1 offer ▪ Low interest financing

Defense strategies
Defense strategies will differ depending on product or services offered. Below are a few well-tested ideas that you should think about to determine if they are appropriate for that particular case.
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5 Ps • Pricing – can you adjust your price to maintain or even gain market share and profitability

• Product – can we upgrade our product or options offered? How long will it take and at what cost? Will it canalize existing products?

• Promotion – reinforce brand with advertising, promotions and PR • Place – increase exposure within current distribution channels as well as increase number of channels

• Packaging – can you improve

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