What is Marketing at McDonald’s?
In this activity, students review an overview of McDonald’s in their early days to identify the reasons for their success and the importance of marketing in their overall performance.
Marketing Environment
Should We Broaden Our Product Offering?
In this exercise, students assess the for and against of a franchised food retailer broadening their product range, as the proposed move has both opportunities and substantial risks.
Making a Marketing Strategy Choice
This is a mini case study of a hypothetical toy manufacturer (Fun 4 U) that is faced with two distinct marketing strategy choices. The student task is to determine, based on the information available, the best approach for the firm.
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.
Assessing the Corporate Culture
In this task, students identify how different internal environments influence firms choices of marketing strategy.
Impact of Management Values on Strategy
The student task is to identify whether the management style of the CEO would influence the firm’s decision to pursue new products. In order to illustrate the influence of top management values, the profiles of four different CEOs are presented.
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.
Balancing the Needs of Publics (Stakeholders)
In this role-play exercise, students take the role of the CEO and other stakeholders. How will they balance all the conflicting needs and demands?
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.
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).
