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Midterm Case Analysis: The Electric Car Company's Strategic Journey

This midterm assessment focuses on the strategic analysis of The Electric Car Company, a Norway-based firm that has undergone significant changes since its restart in 2008. Students will examine various factors such as market opportunities, financial performance, differentiation strategies, and customer needs over the next week. The open-book exam will consist of written individual answers based on discussions and analysis conducted beforehand. Key concepts like competitive advantage, target market identification, and product positioning will be central to the evaluation.

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Midterm Case Analysis: The Electric Car Company's Strategic Journey

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  1. Process for Midterm • Case is available in casebook • Analyze the case (individually and/or in groups) over the next week • During exam, several questions will be posed and you will write your answers (individually, on paper) • Exam is “open book” -- you may bring any resources you wish to (except another person); no electronic devices or communication during exam • <2 hrs for exam; 30 min to discuss answers ( this will be the only exam review )

  2. Typical Grade Distributionindividual semesters vary considerably

  3. Case for Mid-term exam Re-THINK-ing THINK: The Electric Car Company

  4. THINK Case Summary • Case timeframe: 2010 • Norway-based company; turbulent history • “Re-started” in 2008 • 1,700 cars sold, mostly in Europe • Planning to sell and manufacture in the US • Considering targeting fleets and consumers • Profits highly sensitive to volume and price

  5. Exam Questions will derive from course topics to date….. • Financial analysis, opportunities, challenges • Identifying decision criteria (objectives) • Market assessment/attractiveness • Target markets and target customers • Customer needs and product benefits • Differentiation: whole product and company • Competitive analysis • Competitive advantage • Making product decisions

  6. Definition of product success Whole product Product plan: key success factors Differentiation Market attractiveness Target customers Competitive advantage Marketing mix (C+4P) Product positioning Sales functions Channel options Channel value-added Operations balance Course Concepts (13)

  7. Income statement analysis Financial benchmarks Target customer description Target customer selection 5 Forces analysis Competitive analysis (10 dimensions) Identifying competitive options Decision criteria Product decisions Product competitive positioning Channel economics Process dimensions Product development best practices Course Methods/Tools (13)

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