The nine-box model for the GE-McKinsey matrix is an effective tool for students to understand the relationship between business strengths and market opportunities.
This is essentially what we do when we combine strengths with opportunities in a SWOT analysis as well. It helps that firms should concentrate on business opportunities … See the full activity...
This is not necessarily a student activity, but instead, a tool that they could use for their analysis for assignments, or you could possibly structure a survey in class, that could be analyzed using the following free template that will allow your students to produce charts and run cross-tabs … See the full activity...
In this marketing exercise, the students will gain an understanding of the complexity of consumer attitudes by reviewing the output of a multi-attribute attitude model.
Please note that a multi-attribute attitude Excel template is available for free download at a related website.
For this task you will need to review the two following charts and then … See the full activity...
This discussion exercise would work best in small groups, getting students around 15 – 20 minutes to work through the questions and the issues.
The following is a summary/excerpt from a study on Millennials – otherwise known as Gen Y – and their view of marketing communication from banks. Review the following article … See the full activity...
Preferred format: This teaching activity is designed for small groups of students to discuss the potential for market research bias stemming from focus groups
Student audience: This exercise is more suitable for students of marketing research.
Exercise time: The group discussion time should be around 5-10 minutes, plus any additional time for an overall … See the full activity...
In this task, students review the results of a recent online market research survey undertaken by a firm. Given the survey was conducted online and was optional, your task in this exercise is to determine how valid the results are likely to be.
ACTIVITY/TASK
For this exercise, let’s assume that a bank wanted to conduct a customer satisfaction survey … See the full activity...
This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. Your task here is to review the brand’s performance and see what the survey results have revealed.
ACTIVITY/TASK
| Results in %’s | Brand A | Brand B | Brand C | Brand D |
| Lots of locations | 5 | 15 | 50 | 30 |
| Good menu range |
This activity highlights the top level results from an awareness and advertising recall market research study. Your task here is to review the brand’s performance and see what the survey results have revealed.
ACTIVITY/TASK
| Results in %’s | Brand A | Brand B | Brand C | Brand D |
| Top-of-mind | 5 | 15 | 50 | 0 |
| Unprompted – other | 20 | 20 | 40 | 10 |
| Total unprompted |
The following food retailer has experienced significant top-level growth over the past few years. But underpinning their results is a significant increase in franchised stores/outlets, so are the results as good as they appear?
ACTIVITY/TASK
Here are some top-level financial figures for a food retailer growing primarily through a franchise system:
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Year 1 |
Year 2 |
Year 3 |
Year 4 |
The following case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners.
Your task in this activity is to evaluate, in your opinion, whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning.
ACTIVITY/TASK
The Beginning
Julie and Anna opened their store – “Hot Coffee, Cool … See the full activity...
