teachthe4ps.com - For instructors of marketing.

Here is the latest example of the internet threatening to radically change an industry — retail eyeglass sales.  This article in the New York Times, “Defying Conventional Wisdom to Sell Glasses Online” (January 16, 2011).   The article describes a New York start-up Warby Parker.   There are other online sellers of prescription eyeglasses — Zenni Optical and EyeBuy Direct have been around for a few years and sell primarily based on lower prices that start at less than $10 for a pair of glasses.   I have used both of these retailers and while they have pretty limited customer service, I have been pretty satisfied with the experience.  Warby Parker seems to be shooting for a place in the market between the full-service neighborhood optical store and the low price, limited service provider.

The example here could fit into a discussion of market segmentation, competition, technology as an element of the external market environment, place, or retail.

Another example of a company spotting opportunity in Africa (see recent post “The Africa Opportunity“).  This time it is KFC and its parent Yum Brands that are looking to expand in this growing market.  This article, “KFC Savors Potential in Africa” (Wall Street Journal, December 7, 2010 – non-subscribers may have to find article here)  includes some demographic and competitive information that might be useful in class discussions or examples when covering international, demographics, or channels of distribution/retail.

We have reported before on the interesting decisions Panera Bread made about price.  This article, “How Panera Bread Kept Rising Through the Recession” (Bloomberg Businessweek, November 8, 2010) offers more insight on its strategy through an interview with the chain’s Executive Chairman, Ronald Schaich.  By mostly staying the course with its marketing strategy, Panera was further differentiated as its competitors went on cost-cutting sprees.   The example would fit with a discussion of competition, competitive advantage, service, and/or retailing.

This article “When Nimble Firms Face A Winding Road” in Investor’s Business Daily talks about marketing strategy in fast-moving environments.  Examples include Netflix, HP, Boeing and counter-example, Kodak.  The examples might work well when discussing the external market environment, competition, technology, and marketing strategy planning.

Wal-Mart likes to think it is the low price leader — especially for toys.  Well this year Target has aggressively priced its toys – and Amazon also boasts low prices, no sales tax, and free shipping.  This article “Wal-Mart First Shot in Toy War” (Wall Street Journal, November 8, 2010 – use this link if the other doesn’t work) describes the battle between these retailers over toy prices.  The logic for the battle gives some insight into their price objectives and will offer a good, current example if you are teaching price soon — also works well when teaching competition or retailing.

This is a pretty straightforward example of firms adding new distribution channels.  Yet it ties together several concepts and the industry is one many students can directly relate with.  In “Restaurant Franchises Try Truckin’ as a Way to Grow” (Wall Street Journal, October 28, 2010) you can read about a trend where many food franchises are bringing their food to customers via the local food truck.  This is partially in response to consumers needs and competition.  Many of these firms use Facebook and Twitter to let customers know when and where the truck will be operating.

Great example to use for channels — but also as part of the external market (technology and competition).

The article, “Wal-Mart Sees Small Stores in Big Cities,” (Wall Street Journal, October 13, 2010 – link to Google search back door for non-subscribers) describes a change in strategy for Wal-Mart.  The recession has given a boost to dollar stores (see earlier post, “Stores Scramble to Accommodate Budget Shoppers“) and other Wal-Mart competitors — while the world’s largest retailer was busy trying to enhance its appeal to middle-class customers.  Apparently the move alienated Wal-Mart’s core blue-collar customer.  Now the retailer is looking to move into urban areas with stores a quarter to a third the size of its supercenters. The article provides a good example to use when you cover retailing.

I like this brand extension.  With growth in services, Tide has found a way to leverage one of its strengths (a well-known and well respected brand name) to take advantage of a great opportunity (growth in services, and lack of organized competition in dry cleaning).  Brilliant methinks!  What do you think?  Check out “P&G Looks to Franchise Tide Dry Cleaning” at Bloomberg Businessweek (September 2, 2010).  Also posted at our Learn the 4 Ps blog for students.

The example could work well when you are teaching strategy planning, branding, services, and franchising.

Competition is bringing innovation and change to the vending machine market.  This article “Restocking the Snack Machine” (Wall Street Journal, August 3, 2010 – non-subscribers, click here) tells about some recent innovations.

If the “Get a Mac” campaign is winding down, you may want to review it. Over at AdWeek’s AdFreak.com you can see all 66 (as of this writing) TV spots at “Apple and TBWA’s ‘Get a Mac: The Complete Campaign.” The campaign started in May 2006. Here is one of the earliest ads in the series from October 2006.  [Also posted at "Learn the 4 Ps"]