Orbital Sciences Corporation: ORBCOMM

Das  Narayandas; John A. Quelch

Case | HBS Case Collection | August 1997

Orbital Sciences Corporation: ORBCOMM

Abstract

In late 1993, Orbital Communications Corp. (OCC), a subsidiary of Orbital Sciences Corp., is developing a global two-way wireless data communications system, called "ORBCOMM," based on a 26-satellite constellation in low earth orbit. Service is scheduled to begin in the United States in late 1994, followed by a rollout to international markets in 1995. The case focuses on OCC's marketing strategy in the years prior to the product/service being available. Provides details on how the firm has defined its markets and estimated the demand for the United States and international markets. There is also a rich discussion of other parts of OCC's marketing strategy including product design and development, marketing to regulatory bodies, development of the sales organization to include channel partners to enter the domestic and international markets, pricing strategy, and the role of competition. A rewritten version of an earlier case.

Keywords: Business Subsidiaries; Business Model; Business Startups; Price; Global Strategy; Marketing Strategy; Demand and Consumers; Partners and Partnerships; Salesforce Management; Telecommunications Industry;

Format: Print

22 pages

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Citation:

Narayandas, Das, and John A. Quelch. "Orbital Sciences Corporation: ORBCOMM." Harvard Business School Case 598-027, August 1997.

China was weeks ahead of the rest of the world in dealing with the pandemic and its fallout. To understand what's next, the authors conducted a series of 20 in-depth, in-person interviews, as well as a large-scale survey of more than 350 senior executives to ascertain the Chinese corporate world has adapted, innovated, and survived--and even thrived--in these extremely uncertain and trying times. They identified 11 lessons for leaders in the rest of the world.

Case | HBS Case Collection | April 2020

Promoting Land and Nature Jerky

John A. Quelch and Katherine B. Hartman

Kathy Ayers, Vice President of Marketing and Communications for Land and Nature (L&N) Jerky Company, needs to make a recommendation about L&N's 2020 promotional spending. L&N's CEO, Tim Ryan, wants her to calculate different scenarios using historical data to determine which option to recommend. Specifically, Ryan wants Ayers to recommend one of the three options: reduce the promotion budget by 30%, increase spending on consumer promotions by $200,000, or increase spending on trade promotions by $200,000. Ryan's goal is to achieve an operating profit of at least 7% of L&N's sales in 2020. To make a recommendation, Ayers must first evaluate the effectiveness of past consumer and trade promotions and then determine how to allocate promotional spending to achieve Ryan's operating profit goal. The case can be used to discuss positioning and integrated marketing communications. It demonstrates how return-on-marketing-investment (ROMI) varies with changes in gross profit. Students will need to evaluate strategic information as well as calculate quantitative information. The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing management. It can also be used in a course on consumer marketing, promotions management, or integrated marketing communications.

Keywords: Advertising; Spending; Marketing Communications; Marketing Strategy; Product Positioning; Food and Beverage Industry;

Citation:

Quelch, John A., and Katherine B. Hartman. "Promoting Land and Nature Jerky." Harvard Business School Brief Case 920-563, April 2020. View Details

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Orbital Sciences Corporation: ORBCOMM

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