EMBA-MKC

Case I: Sony EyeToy

Discussion Questions
1. Is EyeToy an important product for Sony? What role does EyeToy play within Sony Computer Entertainment Europes (SCEE) strategic objectives? 2. Although sales figures for EyeToy Play have been impressive, those for EyeToy Groove have been disappointing. What are reasons for Plays phenomenal success -- and Grooves failure to emulate Plays performance? 3. What EyeToy software should Sony focus on in the coming years? Which of the concepts currently in the pipeline is the most attractive? More generally, what is the ideal EyeToy development pipeline? Why?

Case II: TiVo

Discussion Questions
1. Analyze the situation from the consumer's standpoint. What is TiVo? What factors facilitate its adoption? What factors make adoption difficult? Who is TiVo best suited for? 2. Now adopt the standpoint of the networks, the advertisers, and the cable/satellite companies: what do they want TiVo to be? Thinking about the competition: What are Microsofts potential strengths and weaknesses in this market? 3. How would you describe and characterize TiVos action plan as given at the end of the case? How do you evaluate the planned communication campaign? Does your situation analysis suggest an alternative plan?

Case III: Coca-Cola New Vending Machine

Discussion Questions
1. Is selling Coke through interactive vending machines a good or a bad idea? Why? 2. Where, how, and for whom does this technology create/destroy value? For example, loyal Coke customers, switchers among cola products, loyal Pepsi customers, etc.? 3. Are there any pricing related issues that can adversely affect the firm? 4. How does the Internet affect the ability of firms to price-discriminate across consumers?

Case IV: GolfLogix Measuring the Game

Discussion Questions
1. How does the xCaddie create value? Is it compelling? 2. What is the market potential for the GolfLogix devices? 3. What are the advantages of going through the golf courses? Through retail channels? If you could only choose one of the two channels, which would you choosecourses or retail? 4. Given the option of selling through both channels, what would you do?