Coke Repositions their Energy Drink

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...

J.C. Penney’s Cost-cutting Transformation

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

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...

Adapting to the New Environment

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...

Role of Capabilities

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:

  • The Company’s business strategy leverages
Continue reading...

Direct or Online Marketing?

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...

A Tough New Product Decision

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...

International Strategic Alliances

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...

Shift to Societal Marketing

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

  1. Should car manufacturers only produce vehicles that
Continue reading...

Franchisor/Franchisee Relationships

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

  1. A large well-known
Continue reading...

Perception of a Salesperson

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

Good communicator

Honest

Good listener

Aggressive

Concerned

Continue reading...

Using Trade Promotions

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...

The Value of Loyalty Programs

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...

Will the Retailer Support the Sales Promotion?

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...