Apr 242016
 

Introduction Real Burger World (or RBW as it later became known) was a small hamburger chain established in the UK in the early 2000’s. Despite a significant financial investment, professional management, the use of branding consultants, and extensive media coverage, the business did not prove to be viable and closed within a few years. This [See full activity…]

Jul 202012
 

For this exercise, which is based on a recent media release, you will review Sports Direct (a major UK sports retailer) and the impact of its attractive staff bonus on sales and profitability. But while profits are up, your task is to identify any concerns that they need to manage?   ACTIVITY/TASK SportsDirect.com is a [See full activity…]

Jul 112012
 

In this mini-case, you will review the efforts of the J.C. Penney department store to more efficiently compete on price, primarily underpinned by a cost-cutting program. But is this the best approach?   ACTIVITY/TASK The J.C. Penney department store chain is currently through a major cost-cutting program, associated with its transformation strategy. The firm’s goal [See full activity…]

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
 

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
 

Loyalty programs have become increasingly popular in recent years. In this exercise, you just need to decide whether a large (and fictitious) retail chain should implement a similar program. To help you decide, below is an excerpt from one of their manager’s meetings discussing the proposal.   ACTIVITY/TASK Larry: I think that it’s important that [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 072012
 

Firms may use a variety of sales promotion tools to help them increase short-term sales. Choosing from the below list of possible tools, identify which one/s would be most appropriate for: A newly launched chocolate bar Computer software (for editing digital photos) A woman’s fashion clothing store ACTIVITY/TASK   Sales Promotion Tools Chocolate bar? Computer [See full activity…]

Jul 062012
 

This case study outlines the strategic plan for Thompson-Smith, a fictitious retailer in Australia with multiple brands (retail formats). Your task is to evaluate each of their strategy initiatives. In other words, to what extent do you agree with their five strategic priorities?   ACTIVITY/TASK Thompson-Smith is one of Australia’s largest retailers. They have around [See full activity…]

Jul 062012
 

Even a simple retail business, like a fruit and vegetable store, requires a clear strategy in order to be successful. This is actually becoming a greater challenge, given the expanded product offering of the major supermarket chains (who offer their own fruit and vegetable sections).  Your task is this activity is to determine your strategy [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
 

Due to the growth in franchising over recent years, many people have been attracted to this particular form of business ownership. The following is a conversation between two brothers who are planning to buy into a retail franchise system. But their problem is that they cannot decide ‘when’ to buy a franchise. (Note: The ‘when’ [See full activity…]

Jul 062012
 

In this activity, you need to determine whether a new furniture manufacturer should set up its own sales team or utilize an established company of sales agents (as briefly outlined below). To help you determine the most appropriate option, a number of consideration questions have been provided for you.   ACTIVITY/TASK Option One Set up [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 062012
 

When a firm utilizes multiple channels, it is likely that channel conflict will occur from time to time. The following situation is based upon a real business situation. What would you do in this situation?   ACTIVITY/TASK Pop-mints are a fairly successful brand of breath fresheners. Their main competitor is Tic Tacs, and their indirect [See full activity…]

Jul 062012
 

It was only about 20 years ago that most banks typically only used one distribution channel (their branches). However, since that time they have dramatically expanded the number of channels that they use. Below is a list of common distribution channels for a bank. Your task is to identify the most appropriate mix of channels [See full activity…]

Jul 062012
 

Wal-Mart is the largest retailer in the world. It is around three times larger than the world’s second largest retailer. Many years ago, Wal-Mart embarked on an ambitious program of modifying its logistics system. This is briefly described below. For this activity, your task is to determine which parts of their customer offering are only [See full activity…]

Jul 062012
 

Coca-Cola is a product/brand that has been around for well over 100 years. Today it is widely available and is acknowledged as the most valuable brand in the world. In this task you simply need to determine (from the information provided); which one of the 4P’s is the most important in their marketing mix?   [See full activity…]

Jul 062012
 

Retailers often face the challenge of deciding between ‘everyday low pricing’ and ‘high-low’ pricing. As suggested by the names, the first approach uses a consistent low pricing approach, where the second approach utilizes higher prices combined with frequent specials/discounts. Your task is to help determine what would be the best pricing approach.   ACTIVITY/TASK Greg:              [See full activity…]