MKTG 5624; Prof Dr. France
Preparations for Moms.com
Please preserve these headings and answer each question separately, beneath the question. I expect well-written papers that reflect the concepts discussed in the readings and class and that demonstrate a thorough grasp of the facts of the exercise. The papers should be 5-10 pages double-spaced. Please place in the drop box on the course website by noon, Friday, August 21st.
WCHI wants a syndicated show from Hollyville. WCHI audience position has eroded because of the lack of new product, which now ranked fifth among all seven stations.
As the negotiators want to get the best price and terms for moms.com they face following key negotiating issues:
The other issues include:
The following are my interests in Moms.com that will guide in my negotiations for moms.com:
The following are my concerns that will also guide in my negotiations for moms.com
Rank - Currently we are ranked 5th amount all station. We are hoping to move up, as mom.com is top ranked show.
Audience& Demographics – Currently out audience position has eroded because of the lack of new product.
Financials - As advertising revenue is calculated based on demographic number, we have better financial revenues from moms.com
My BATNA would be to purchase a different program for the same time slot from another producer. If NO DEAL of Moms.com, my alternative programs show would produce $3,000,000 in revenue. If NO DEAL of Junior, my alternative revenue for Junior produces USD 0
My strength of BATNA came from following reason:
Management will not let me buy the program if the licensing fee exceeds $60,000 per episode; and the show would never sell for less than $30,000 per episode. Hence my min revenue requirement is ($60,000 - $30000)*100 i.e. $3,000,000
I would walk away for the following reservation prices.
Price/Episode > $60,000
Run/Episode < 6
Void the Junior program (per episode) > $20,000
Junior (per episode): $12,000
Financing % of payment in each year: 1>40%; 2>25%; 3>20% and 4>15%
Net Value of deal: $ 6,500,000
Junior (per episode): $7,000
Financing % of payment in each year: zero payment up front and the payments spread evenly over 5 years.
I will use accommodative negotiation style, as relationship is important factor for us. This will help us in creating goodwill, demonstrate cooperativeness and avoid damage to relationship. On the negative side it could reduces influence, reduces value creation
I would use win-win Integrative strategy with these methods
Communicating by willingly providing information and enquire questions develops the relationship and trust amongst all parties. By sharing information, a negotiator encourages view taking and improves the quality of the agreement
Assuming that they know same information as we know, I would take their BATNA is:
Junior (per episode): $12,000
Given HOLLYVILLE's financial position, I have heard that they hope to obtain 50% up-front payment and 25% in years 1 and 2.
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