Product and Pricing Strategies-HAN-HY01 Jose Luis Mercader New Exercise 9/19/23 New Exercise 9/19/23

September 26, 2023September 26, 2023 Discipline: Business and Management

Working individually or in a team of no more than two


This is an Marketing Management Case.

You are a Line Manager for the USA of a multiline multiproduct American corporation.

Total sales of your line are starting to decline after been flat for two quarters.

Your Boss, wanted to develop a product strategy to revert this trend and set you product line to be one of the sales leader again.

You have to develop a product strategy to present to the CMO with the renewed portfolio strategy.


What to develop:

Select a real company

Select the line of products you are the manager

Assign at least 2 on each category of the BCG

Develop a new product strategy according to the evaluation

Ask for the required resources

Compromise objectives 

State what products are on each development criteria 


What to present:

> A PowerPoint to the CMO

> An executive summary (no more than two pages supporting your recommendation on

 the PowerPoint

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