Google

Question 1. With a portfolio as diverse as Google’s, what are the company’s core brand values?

Question 2: What’s next for Google? Is it doing the right thing taking on Microsoft with its cloud computing, Apple in the fight for smartphones, and the Chinese government on censorship search?

Microsoft

Question 1: Evaluate Microsoft’s strategy in good and poor economic times.

Question 2: Discuss the pros and cons of Microsoft’s “I’m a PC” campaign. Is Microsoft doing a good thing by acknowledging Apple’s campaign in its own marketing message? Why or why not?

IDEO

Question 1:Why has IDEO been so successful? What is the most difficult challenge it faces in conducting its research and designing its products?

Question 2: In the end, IDEO creates great solutions for companies that then receive all the credit. Should IDEO try to create more brand awareness for itself? Why or why not?

Fulla Dolls: The Alternative Barbie

Question 1: What are the pros and cons of Fulla doll’s selective target marketing?

Question 2: How can Fulla doll expand its sales? Is its segmentation strategy too selective? Why or why not?

Jim Thompson Thai Silk Company

Question 1: How did JTTS extend its product line? Do you think JTTS has extended too much?

Question 2: Do you think JTTS is differentiated sufficiently from other lifestyle brands?