Jul 112012
 

From Bricks and Mortar to Online Retailing In this exercise, you need to review the key findings from recognized industry forecasting firm regarding the potential impact of online retailing on traditional shopping centers and retailers. The challenge is to determine the best way forward for these traditional retailers.   ACTIVITY/TASK Traditional shopping centers (shopping malls) [See full activity…]

Jul 072012
 

This mini case study profiles the successful launch of Winkiwoo, a new division of a photo printing firm, which has successfully tapped into the new internet and digital world, with an innovated Facebook related photo product.   ACTIVITY/TASK A company from regional Australia (called Winkiwoo) has experienced tremendous success with their innovative Facebook photo books [See full activity…]

Jul 072012
 

Use Porter’s Five-forces model to help analyze the book publishing industry, simply based on the hypothetical information and data presented below.   ACTIVITY/TASK The book publishing industry in Australia  20% of books are sold via independent retailers that tend to specialize in a particular genre or prefer unusual (not mainstream) books 70% of books are [See full activity…]

Jul 072012
 

The following exercise contains is a list of questions facing particular industries, where there is increasing expectations on them to move to a more socially responsible position. Identify the arguments for and against – what would you recommend in each case?   ACTIVITY/TASK Should car manufacturers only produce vehicles that have maximum speed of the [See full activity…]

Jul 052012
 

The following case study highlights the experience of two recent university graduates have gotten themselves into a business ‘mess’. They have been working hard to develop and launch a new product. But they’re now at the stage of making a major dollar investment, and suddenly they’re now so sure it’s a still a good idea. [See full activity…]

Jul 052012
 

Read the following case study on a hypothetical manufacturer and their product development activities. Review their new product development process. Identify what they appeared to do well, and identify potential improvement areas for the future. ACTIVITY/TASK Company Background West-White is a manufacturer of white-goods (e.g. washers, refrigerators) and various other household appliances. They were established [See full activity…]

Jul 022012
 

Listed below are some examples of how the culture has altered in a number of countries over the past 10 to 20 years or so. For this exercise, your task is to consider the impact of these lifestyle changes, from the point of view of an organization that markets holiday packages and tours.    ACTIVITY/TASK [See full activity…]

Jul 022012
 

A reasonable proportion of purchase decisions are made in-store. Therefore, many retailers design their premises in a deliberate attempt to influence consumer’s in-store behavior. Your task in this activity is to review the examples below in order to identify what the firm is trying to achieve by their particular design of their servicescape.   ACTIVITY/TASK [See full activity…]

Jul 022012
 

This case study looks at a hypothetical regional bank. Your task here is to prepare a SWOT for the firm; that is, identify their strengths, weaknesses, opportunities and threats. As a result of this exercise, you should have a much clearer idea of what marketing strategies would best suit them, given their current environment.   [See full activity…]

Jul 022012
 

Firms generally need to adapt their marketing strategy  to the changing environment. With this exercise, you need to consider whether McDonald’s successfully and proactively leveraged the changing factors in the macro-environment, or whether their business operation at the time just happened to be quite suited to this new environment. In other words, was it an [See full activity…]

Jul 012012
 

In this short case study, you are required to assess whether this toy manufacturer was too flexible and too willing to adapt to its changing macro-environment. Set back in time, this case is based on a real firm that implemented a number of changes in order to stay current. But were they guilty of over-reacting [See full activity…]

Jul 012012
 

Department stores have tended to be less relevant in today’s environment than in the past. Your task in this activity is to identify the various environmental factors that contributed to the downfall of some major Australian department stores. You also need to consider, as you review the case study information, whether the firms should have [See full activity…]

Jul 012012
 

In this exercise, you are required to help a traditional hamburger store adapt to the new market environment of more health-conscious consumers. To help guide you, some market research data has been presented. The issue here is to determine whether there is still a viable traditional market or whether the shop needs to adapt to [See full activity…]

Jul 012012
 

For this activity, you will play the role of a marketing consultant advising a small change of CD/music retail stores how they can best adapt to the changing lifestyle and technological macro-environment. You are presented with some introductory information regarding the key trends in this sector. What advice would you have for this firm?   [See full activity…]

Jul 012012
 

Review the following list of macro-environment changes/trends. For each one, work out how it is changing and then determine whether (and how) it will impact marketing activities. As we know, there are three key aspects to an environmental scan; identify the environmental change, determine its likely impact, and how firms can turn this challenge into [See full activity…]

Jul 012012
 

In this exercise, you need to evaluate how well this manufacturer is progressing with their retailer relationships (in its micro-environment). As you can see, they have increased sales to retailers by $2m and they have also increased the number of retailing chains that they deal with. These results are obviously pleasing, but are there any [See full activity…]

Jun 302012
 

For this exercise, you need to identify the competitive set for a manufacturer of instant coffee (such as Nestle’s many brands of coffee, sold via retailers). The aim of this activity is to think beyond just like-competitors (that is, other manufacturers of coffee). We need to consider what types of products and offerings would form [See full activity…]

Jun 302012
 

Often firms seek to modify their corporate culture, as part of their overall internal marketing program. For this exercise, assume you are a consultant brought into a Fortune 1000 firm with the project of dramatically altering the firm’s corporate culture in order to improve its level of marketing orientation. Your task is to determine which [See full activity…]

Jun 302012
 

Listed below is a series of statements made by employees when describing the way their firms motivate and deal with their staff. This gives a good insight in the firm’s corporate culture, which is a key aspect of the internal environment. Your task in this activity is to identify how these different environments will influence [See full activity…]