Question 1

Bright Horizons strategy included which of the following?

Accepted Answer

Bright Horizons' strategy included targeting employers as their primary customers and offering them a range of services to support their employees, such as child care, elder care, and education. This helped differentiate them from traditional child care providers who primarily marketed to parents. Hiring inexpensive labor or commoditizing service offerings were not part of the strategy, as Bright Horizons aimed to provide high-quality care and education. The company was subject to regulatory oversight, which is typical for the child care industry, but it was not a deliberate strategy. Therefore, option E is incorrect.

Question 2

Distinguish between important and determinant attributes

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Question 3

What is a position statement?

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Question 4

UPS repositioned itself by ____________ and adding the tagline ________.

Accepted Answer

UPS repositioned itself by moving beyond the existing emphasis on the color brown and adding the tagline "Synchronizing the world of commerce." This shift signaled a move towards a more global and technologically-driven perspective, emphasizing their ability to manage and streamline logistics for businesses and individuals worldwide.

Question 5

Give an example of a service focused company and explain the strategy.

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Question 6

What are the characteristics of an unfocused service category?

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Question 7

What are the two dimensions along which a company's focus can be described?

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Question 8

Rentokil Initial allows clients to purchase sector-specific solutions that deliver multiple services but feature just "one invoice, one account manager, one help desk, one contract, and one motivated service team."

Accepted Answer

Rentokil Initial offers sector-specific solutions that provide multiple services bundled together under one invoice, one account manager, one help desk, one contract, and one service team, thus simplifying the clients' interactions and streamlining the process.

Question 9

Rentokil Initial has developed an extensive product range that includes all of the following EXCEPT _________.

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Question 10

Give an example of a company that utilizes a market focused strategy and explain how.

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Question 11

UPS has had to develop communication strategies to change perceptions and increase awareness about ___________.

Accepted Answer

UPS has expanded its services beyond traditional package delivery to include supply chain management and financial services, and they need to communicate these offerings to change perceptions and increase awareness.

Question 12

Capsule hotels chains have been launched in many countries, including New York, London, Amsterdam, and Malaysia.

Accepted Answer

Capsule hotels have been launched in multiple countries, including New York, London, Amsterdam, and Malaysia.

Question 13

Lasik eye surgery clinics and Starbucks follow a market-focused strategy, serving a broad customer base with a largely standardized product.

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Question 14

Who does Banco Azteca cater to and why?

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Question 15

Discuss how a positioning map could be applied to the hotel industry given a competitive threat.

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Question 16

Grant Thornton is an example of a "tier two" accounting firm that positions itself on offering better service and/or lower prices.

Accepted Answer

Grant Thornton is considered a "tier two" accounting firm and differentiates itself from the "Big Four" accounting firms (Deloitte, PwC, EY, and KPMG) by offering better service and/or lower prices.

Question 17

Bright Horizons chose a positioning strategy that emphasized low cost childcare.

Accepted Answer

Bright Horizons is known for its premium, high-quality and top-rated childcare services. It has positioned itself as a provider of high-end childcare services, rather than a low-cost provider.

Question 18

Give an example of a company that utilizes a fully focused strategy and explain how.

Accepted Answer