The marketing director of Oscar Mayer confronts a progression of vital advertising alternatives with respect to built up and new items, including spending plan and limit allotment choices.
In the beginning of the case McGraw thinks he has “never encountered such a complex business challenge” as the one he currently faces. By the end of the case, after he has read the ideas listed in the four memos, McGraw can’t believe he ever thought the investment issue was “going to be a hard one.” What changed the president’s perspective? What strategic decision-making process does McGraw pursue?
If McGraw chooses a strategic direction that favors only one department, what negative effects could this have on other departments? How can McGraw mitigate the damage?
What effects is the change in the strengths and weaknesses of competition having on the Oscar Mayer Division? How does this impact the investment decision?
Absent any resource constraints, which of the four departmental directions do you think is the most viable? Which is the second best strategy? Which is the least viable?
Given the information in the case, what strategic course do you think the division should pursue?
Which of Jim Longstreet’s new product ideas is less likely to succeed? Why?