True or False? Observed most prominently in the smartphone market today, or more commonly in the Pepsi vs Coca cola war since ages, a frontal attack is seen when a competitor attacks another based on the strengths of the competitor. Briefly discuss.

1.        
After six months of research and development in the baby boomer segment, Starwood hotels launched a “style at a steal” marketing initiative to offer affordable but stylish hotel alternatives to its high-end W, Sheraton and Westin chains.  Targeting an audience seeking both thrift and luxury, Starwood introduced two new low-cost chains: Aloft (designed to reflect the urban cool of loft apartments) and Element suites (with every element of modern daily lives, including healthy food choices and spa-like bathrooms).  Which specific targeting strategy does Starwood use? Briefly discuss.  Use your own words.

 

2.       
In 2017, Fortune Magazine reported that Adidas reached a milestone.  The German athletic wear maker recaptured the No. 2 sports brand position in the U.S. from rival Under Armour.  Losing the No. 2 spot was especially bruising for Adidas, as it generates more than $18 billion in global sales annually vs. just about $4 billion for Under Armour last year.  While both have significant distribution in the U.S. market through relationships with key retailers like Dick’s Sporting Goods (DKS, +1.27%) and their own stores, Adidas is more entrenched in the American sportswear culture from a historical perspective.  Under Armour is just 20 years old, while the Adidas brand has been around since 1949.  Which competitive market position does Adidas hold? Identify, define and briefly discuss.  Use your own words.

 

3.       
Companies with a high percentage of churn typically try to replace defectors, and this is an expensive task.  Marketing literature suggests that it may make better sense to implement smart strategies to entice lost customers.  In theory, three reasons are cited for focusing energy and resources on lost customers.  First, these people have demonstrated a need for the service, making them far better prospects than random names on a cold-call list.  Second, they are familiar with the company, eliminating the need to create brand awareness and educate them about the offering and thus reducing the cost of marketing to them. Third and most important, recent technology, particularly more-sophisticated customer databases, allows companies to draw on information about how people used their service the first time around to craft more-successful strategies.  ______ strategies are designed to go after the most profitable brand switchers/defectors.      Identify, define and briefly discuss. Use your own words.

 

4.       
True or False?  Observed most prominently in the smartphone market today, or more commonly in the Pepsi vs Coca cola war since ages, a frontal attack is seen when a competitor attacks another based on the strengths of the competitor.  Briefly discuss.  Use your own words.

 

5.       
Select on alternative approach to positioning.  Identify, define and briefly discuss.