Scope Case Study

STRATEGIC MARKETING Mid-Semester Exam Spring, 2009 Name: Erika Woodhouse 1. Evaluate the changes that have occurred in the Canadian mouthwash market in the past three years and their impact of Scope. Be specific. (20) In 1987 the growth rate for the mouthwash market experienced a 26 percent increase due to the introduction of new flavors. Brands were adding unique customization to attract consumers to their brand, and as a result the market as a whole grew. Since then the growth rate has declined to a level of 5 percent. 2. Management believes that the status quo is the best strategy.
The team has been asked to make the case for and against this position, including in their discussion an evaluation of the positions of all or almost all members of the team. (20) a. _ Status quo_ b. _ Against status quo_ Scope should take action anddo something to compete with Plax and Listerine’s new claims. Proctor & Gamble states in their statement of purpose and strategy, “We will continuously stay ahead of competition while aggressively defending our established profitable business against major competitive challenges despite short term profit consequences. Therefore doing nothing is simple not an option. The market had an increase of 5 percent last year, while Scope suffered from a . 7 percent loss. Plax as a new competitor to the marked was able to achieve a 10 percent market share in over only three years, and will continue to grow and could take from our share if nothing is done. If we created a ‘better tasking pre-brush rinse’ we can also compare this to Scope when entered the market.
Scope had all the same attributes of Listerine but offered a better taste, and was able to penetrate the market and be successful with a 12 percent market share in one year. 3. Management has wondered what impact the line extension strategy (using the Scope name) would have on overall profits of the Division if the price were held constant and if the price were increased 10 percent, assuming current volume. Accounting has provided the following information to assist in your analysis: Current variable cost: 20. 2/unit Variable cost likely increase with the line extension: 13% Total fixed cost: $2. 5 million + advertising, promotion, and general office costs. Scope should not introduce a line extension to compete. A line extension with the scope name would be likely to confuse its current customers. Also if the product fails it could reflect poorly on Scope. They also don’t have the ability to make a superior product; therefore they could hurt the brand image of providing quality and value.

Place your order
(550 words)

Approximate price: $22

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
$26
The price is based on these factors:
Academic level
Number of pages
Urgency
Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more