Case Questions for Product and Brand Management

American Express 1. What explains the American Express card’s luck aggravate the late fifty years? 2. What challenges countenance the American Express card in 2008? 3. Delineate and adjust in adjust the diverse augmentation options perceiven to the American Express card. 4. How is an threatening economic recession slight to like the revenues and profits of the American Express card? Red Bull 1. What created Red Bull’s luck? What is the nucleus immunity and advantage? Has the product’s positioning modifiable aggravate term? What is the role of alcohol mixing in Red Bull’s luck? 2. What is Red Bull’s luck formula? For which skin of product/beverage categories procure this formula product? How does Red Bull perceive when to diverge on the advertising? What metrics would you use to perform this intellect? 3. Why did the foremost UK hurl go aslant? 4. What changes were made for the US negotiate? Should other changes be considered? 5. Assume hard two-of-a-trade is future. How can Red Bull like its immunity? What actions would you confide? 6. What should Coke’s competitors do? Coke? Pepsi? Anheuser-Busch? 7. If you were an investor in Red Bull, would you grasp your coin and run or continue for the hanker haul? Starbucks 1. What is Starbucks’ manoeuvre? 2. Given your toll of its competitive forestate, how should it leverage its instrument and capabilities to complete its augmentation extrinsic? 3. How procure you answer to McDonald’s propose? 4. Now that Starbucks is entering India, what stigmaing manoeuvre would you confide to the Starbucks government to demonstrate the Starbucks stigma in the Indian negotiate?