Feb 042015
 

This discussion exercise has been written and provided by Dr Gillian Hopkinson from Lancaster University in the UK. Possible expansion through franchising The car brand, Krik, entered the UK market through franchised dealerships 7 years ago. Initially it had a very limited product range of reliable, if unexciting, low priced cars. It has since extended [See full activity…]

Jul 072012
 

For this activity, assume that you have just been appointed as a salesperson for a company that distributes ‘accounting software’ (that is, targeted at small to medium sized companies). On your first day in the role, your new sales manager tells you that he wants you ‘on-the-road’ selling in four weeks time. That means you [See full activity…]

Jul 072012
 

Many firms target their sales promotions at wholesalers and retailers in an attempt to generate greater support and sales. Sometimes these trade promotions are designed to get preferential treatment from the retailer (e.g. better store/shelf placement) and sometimes they are simply designed to pass through to the end-consumer (such as a discount). Listed below are [See full activity…]

Jul 072012
 

A significant proportion of planned sales promotions do not get effectively, implemented due to the lack of full support by the retailer (except for major brands who tend to have strong retailer relationships). Your task in this activity is to determine whether or not the retailer is likely to run/support the sales promotion.   ACTIVITY/TASK [See full activity…]

Jul 062012
 

This activity outlines two situations in regards to the potential impact on the firm’s positioning due to their distribution channel selection. Your task in this activity is to answer the assessment questions at the end regarding each situation.   ACTIVITY/TASK Increasing Sales of Jeans The manufacturer of a well-known brand of jeans has determined that [See full activity…]

Jul 062012
 

Many franchise systems tend to be retail-based. While franchises typically have a greater success rate than new independent businesses, there are some types of retailers that seem to be more suited to franchising than others. In this activity, you need to determine whether a fast-food store/restaurant or a convenience store would be a more appropriate [See full activity…]

Jul 062012
 

A common cliché is ‘let’s cut out the middle man’. Removing the middle-man (a wholesaler) from the channel will provide a higher per unit margin for a manufacturer, but will it result in a higher profit overall? For this activity, help the following manufacturer decide whether or not they should use a wholesaler?   ACTIVITY/TASK [See full activity…]

Jul 062012
 

This activity highlights several common channel conflict situations, across three different industries. For each situation, your task is to determine how you could minimize the level of conflict.   ACTIVITY/TASK Chemists (drug stores) and Supermarkets Pharmaceutical (drug/medicine) companies make a broad range of products. Some must be sold via chemists/pharmacies (such as medicines), whereas some [See full activity…]

Jul 042012
 

For this exercise, assume that you are the marketing manager for a large hotel chain. You’ve been asked to put together a CRM program for the hotel’s major customers (which are mainly businesses and corporate executives). From the list of possible CRM tactics listed below, select six to ten tactics to form the basis of [See full activity…]

Jul 022012
 

In the case study below, this B2B firm is considering their strategic growth options. However, they are faced with two competing paths. As you have been called in as an adviser to the firm,  your challenge in this task is to help determine the best approach for the firm AND to work out if the [See full activity…]

Jul 022012
 

An insurance firm is looking to upgrade its operating software system. They are faced with three alternatives, which are listed below. In this ‘role-play’ activity, you will play the role of either:  IT manager (you would like a ‘manageable’ change) Finance manager (you want a great finance reporting fit) Marketing manager (you want a great [See full activity…]

Jun 272012
 

In this mini-case study, you are required to determine whether a joint venture between Tesco Bank and Aviva (insurance) has benefits for both players as well as customers. To do this task successfully, you will need to consider what capabilities each organization is likely to provide to the strategic alliance.   ACTIVITY/TASK In mid-2012, Aviva [See full activity…]