In this video-based mini-case, you will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”. But was this the right choice: should they have moved to introduce a new brand instead?
ACTIVITY/TASK
Coca-Cola launched their new Mother Energy brand into the Australian market … Continue reading...
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 … Continue reading...
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 … Continue reading...
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 … Continue reading...
The following points are Apple’s own description of aspects of their corporate strategy, as presented in one of their public documents. Review the points in order to identify the role of their strategic capabilities.
ACTIVITY/TASK
Aspects of Apple’s corporate strategy, in their own words:
A travel agency, with more than 100 outlets throughout Australia, views a direct and/or online marketing approach as a great opportunity to hold more clients, win new business and increase overall sales. However, they cannot agree on which particular tools to use – refer to excerpts of their manager’s meeting … Continue reading...
Gillette has long been the leader in the razor market. However, to maintain their position they have had to make some tough decisions along the way. Review the following situation – if you were the CEO, would you have made the same decision?
ACTIVITY/TASK
Gillette has always prided their firm … Continue reading...
When Proctor & Gamble entered China, around 25 years ago, they adopted a glocal strategy, whereas their major competitors adopted a multinational strategy. This approach has proven to be quite successful in the long-term, but was this the best approach?
ACTIVITY/TASK
Procter & Gamble is one of the largest businesses … Continue reading...
In recent years, a number of Australian universities have expanded into international markets (particularly in South-East Asia), usually utilizing a strategic alliance with an existing local college. But strategic alliances are designed to provide mutual benefits, is this the case here?
ACTIVITY/TASK
Australian universities are faced with a mature education … Continue reading...
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
The following is a broad summary of the successful McHappy Day promotion used by McDonald’s in Australia, which is a good example of a large company using its brand and customer base to raise funds for charity. This activity requires you to determine whether this is really example of responsible … Continue reading...
The following example highlights some possible franchising practices. As we know, franchising provides much greater chance of business success. Review the following situations – are they ethical or is it a simply a case of ‘buyer beware’ where the potential franchisee should do their due diligence.
ACTIVITY/TASK
Does marketing promote consumption for its own sake? Certainly there are some people who gain status from their possessions. But is this the fault of marketing or just a general trend of the changing environment? To assist you, listed below are some comments from a recent focus group on this … Continue reading...
This firm relies on heavy promotional tactics in order to generate their sales, which some people might term ‘high-pressure’ selling. Review the following case; are they effective marketers or are they engaging in unethical practices that need to change?
ACTIVITY/TASK
Massage chairs are products that are sometimes promoted in … Continue reading...
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 … Continue reading...
Consumer’s perceptions of salespeople vary significantly, usually depending upon typical stereotypes and people’s personal experiences. In this activity, you simply need to select the five attributes (from the list below) that you most associate with a salesperson.
ACTIVITY/TASK
Possible Attributes of a salesperson
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Good communicator |
Honest |
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Good listener |
Aggressive |
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Concerned |
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 … Continue reading...
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 … Continue reading...
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 … Continue reading...
One of the initial decisions that firms need to make is whether their promotional strategy should have a ‘push’ or a ‘pull’ emphasis (or indeed a mix of both). Below is a brief discussion between some business managers negotiating the merits of each approach.
Using the information contained within the … Continue reading...
