CASE 1

Grado en Administración y Dirección de Empresas

(Degree in ADE)

Course: Marketing Management II - 2013-2014

Seminar Instructors: Carolina Luis (Group 2) and Antonio Ladrón de Guevara (group 1)

Questions for case 1:

A New Style

This case is about a great story of a really successful business, based on the discovery of an

unsatisfied market need.

1.- What are the differential issues (attributes) of the haircut service provided by BQ Net

(both positive and negative)?

2.- Based on the information provided by the case, describe the segment that BQ Net is

targeting.

3.- Do you think that BQ Net is creating “value” in the market ? Can a firm increase the

consumer utility (consumer surplus) by selling a basic product/service with fewer attributes?

4.- What valuable information is the firm continuously getting from the market? Does this

represent a competitive advantage? How can the firm benefit from this information?

The Wall Street Journal Europe September 26, 2004