What is the Impact of Macro-Environmental Changes?
Students will review a list of macro-environment trends and work out how it will impact marketing activities for different industries.
Discussion Exercises
Change in Retailer Relationships: Good or Bad?
In this exercise, students need to evaluate how well this manufacturer is progressing with their retailer relationships (in its micro-environment).
Identifying Your Competitive Set
For this exercise, students identify the competitive set for a manufacturer of instant coffee (such as Nestle’s). The aim of this activity is to think beyond just me-too competitors.
Internal Marketing: Changing the Corporate Culture
For this exercise, students act as consultants brought into a large firm with the goal of shifting the firm’s corporate culture in order to improve its level of marketing orientation.
Assessing the Corporate Culture
In this task, students identify how different internal environments influence firms choices of marketing strategy.
Assessing the Impact of Environmental Change
The student task is to review survey results of attitudes towards moving to a cashless society and identify how retailers will be able to benefit from this emerging opportunity.
Benefits of Strategic Alliances
The student task is to identify the marketing benefits and risks associated, from a list of possible and actual strategic alliances.
Assessing a Strategic Alliance
In this mini-case study, students assess whether a joint venture between Tesco Bank and Aviva (insurance) has benefits for both players, as well as its joint customers.
Using the BCG Matrix
In this mini-case study, students are required to allocate $250m in funds across a firm’s four strategic business units, using the BCG matrix as their primarily guide.
Using the Product/Market Growth Matrix
The student task in this activity is to classify the examples provided into one of the four categories on the product/market growth matrix (also sometimes referred to as Ansoff’s model).
