FT MBA Case Study: Focus (Mushroom) Biscuits – Seminar Questions

a. In the first (shorter) seminar slot, each group breaks out to discuss and draw up some
answers to their allocated question from the six listed below.

Depending on the size of the cohort, one or two groups will be assigned to each question.

b. After a short break, in the second (longer) seminar slot, each group will be invited to share
their answers in a plenary session back in the main lecture theatre.

There will be no requirement for a presentation: instead, for each question, I shall ask
members of each group in turn to offer one suggestion/recommendation at a time, going
back to each relevant group until all their answers to that question have been aired. I will
then ask the rest of the class to comment on those answers.

The process will be repeated for the remaining questions.

NB You MUST have read the case thoroughly BEFORE the day – there will be no time to catch up
with the case details in the actual seminars, as I when I come around to each breakout room I shall
be expecting you to start discussing your thoughts straightaway.

Case Questions

Adopting the role of Lily Xu, advise the Jiangzhong company on the following issues:

1. What are the selling points of this new product; and how do these relate to potential
behavioural market segments?

2. Which customers may be best to target; and how should the new biscuits be priced?

3. What distribution channels should the company use to market its new product?

4. How should the company advertise its new biscuits? (Think about appropriate advertising
media, packaging design, and brand ambassadors.)

5. Based on examples in the mini case, how would you establish a best-selling brand in the
health food industry?

6. Should the company expand to other countries?