Rediscovering Market Niches in a Traditional Industry: Preparation for February 25th et. seq.

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On February 25^th and March 3rd, we will discuss the above-cited case in class. The subject company is both an industry and a company, JCAC, a startup in the industry centered historically in Jingdezhen, China. During these discussions, you must be present and PREPARED to participate in these discussions. I will take attendance, and I will give points for participation. These discussions could become the basis for our midterm exam on March 16th.

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• Come to class on time
• Bring your calculator
• Bring this assigned case (which begins on approx. page 81) and your own study and classroom notes and your writeup.

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For February 25th, please complete the following and submit it through Blackboard, keeping a copy with you for class discussion purposes:

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• Read the case thoroughly
• Make notes on JCAC and the history of its industry in Jingdezhen
• Have typewritten answers (preferably outlined) to the following questions:
  • Summarize the case narrative in five sentences.
  • What factors caused or facilitated Jingdezhen’s success in the middle ages?
  • Using common source materials (Google, Wikipedia, etc.) explain the geography and logistics of delivering hand-crafted porcelain from Jingdezhen, China, to the distant capitals of Europe (eg: Paris, Venice, Amsterdam, etc.) in the 12^th Century CE, including:
    • Outlining the route(s) taken and manner of travel/transport
    • Enumerate the that risks that producers, transporters, financers would have taken to deliver eastern Chinese goods to the capitals of Europe?
    • How would prices have mounted during the journey from eastern China to the capitals of Europe?
  • What are the problems (and the origins of these problems) facing the porcelain/ceramics industry in Jingdezhen currently?
  • What marketing strategies set JCAC apart from its rivals?
  • Which market segments Are available to JCAC?
  • Which strategy do you believe would be best for Jingdezhen porcelain makers (other than JCAC) to pursue?
  • What is a “global” brand? Does this term apply to Jingdezhen’s exports?
  • How could JCAC develop a global brand?
  • What steps would be required to turn around fortunes of the porcelain artisans of Jingdezhen.

I will probably assess these on the first day of discussion, grading them before day 2. I may also add a supplementary assignment, for which more points will accrue. While I encourage you to discuss these cases with your classmates, your submitted write-ups must be solely your own.

The case will be in the pdf file, page 69.