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| Reviewed: |
Nov 12, 2003 by Business Editorial Board |
| Overview: |
The website provides a brief case (scenario) that focuses on the introduction and growth of the web-enabled cellular telephone market. The background provided is intended to be used as a launch point for assignments dealing with customer analysis, competitive assessment and an overall market attractiveness assessment. There are links to manufacturers' webpages where students can find additional material. |
| Learning Goals: |
The learning goal of the case is to have students develop an overall assessment of the marketplace for a relatively new, high tech product (in this case, web-enabled cell phones). |
| Target Student Population: |
Upper-level undergraduate students in a product development/management, marketing strategy or marketing management course. |
| Prerequisite Knowledge or Skills: |
A basic knowledge of business management, marketing principles, consumer/buyer behavior and marketing research is required. Some technology/e-commerce background might prove helpful. |
| Type of Material: |
The material is a brief case or background scenario with a series of follow-on assignments. |
| Recommended Uses: |
The case/scenario can be used as a springboard for a detailed analysis of a market for a relatively new high-tech product. The assignments can be used for homework and then brought into class for discussion. |
| Technical Requirements: |
The user will need Internet access and a browser to access the materials and do follow-on research. |
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| Strengths: |
The greatest strength of this material is contained in the assignments that accompany the case/scenario. While these assignments contain standard market assessment questions, they could be easily adapted for any market or product. The author provides step-by-step instructions for the students, with a variety of questions to ask. Also provided are links to webpages where additional information can be obtained. |
| Concerns: |
The last revision of this case/scenario appears to in May 2000. While this may not be problematic with some product markets, much has happened in this industry and market during the past three years. An update is very ncessary and could be provided as additional rather than replacement material in an attempt to show the evolution of this product and market. Also, some of the hyperlinks contained in the material no longer work. With the dynamic nature of the Internet, this is always an issue but this could be easily updated. |
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Potential Effectiveness as a Teaching Tool |
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| Strengths: |
The effectiveness as a teaching tool is not based on the scenario involving web-enabled cell phones but, rather, in the structure employed in the assignments to force students to think about the implications of the market (e.g., customers profile, competitive assessment, etc.). This material could be made stonger by separating it from the web phone materials and further developed as a stand alone mechanism for assessing a market for a new or developing product. |
| Concerns: |
More background on the market would be be helpful. While part of the intent of this exercise is to force students to find some resources on their own, a lack of knowledge about the technology, product, etc. could pose a major difficulty for some students in answering some of the very detailed questions posed. Perhaps additional links to outside information could be suggested. |
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Ease of Use for Both Students and Faculty |
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| Strengths: |
The material is easy to read and understand. |
| Concerns: |
There is not enough background provided to adequately address the issues/questions posed in the accommpanying assignments. An instructor using this material would have to be well-versed in this market to use this case. Also, some of the students may have difficulty in gathering all of the data necessary to complete the market assessment without a further grounding in the fundamentals of the technology, product, etc. It might be helpful to use this case with a parallel example of another similar product. Also, many of the links were not working. |
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| Other Issues and Comments: |
We like the idea of asking students to work through a methodical process of assessing a market for a new product. The assignments could be made more valuable by providing examples of the desired outcomes using a different product category. In order for the web phone case to be a valuable foundation scenario for the subsequent assignments, it must be updated to reflect the changes in this market since 2000. Otherwise, students could simply reflect on what has occurred rather than trying to look at the future direction of this market. |
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