Creating Customer Journey Maps

Introduction to the Activity

Customer journey mapping is an effective way for students to understand:

  • the overall buying decision process
  • aspects of consumer behavior
  • differences in market segments = by using different brand personas
  • promotion, process, and people marketing mix elements = by considering brandtouch points
  • brand management
  • customer satisfaction loyalty and retention

Structuring Customer Journey Map Exercises

There are … See the full activity...

Price-Place Marketing Sim Game

Marketing Sim Game Teaching Price and Place Concepts

Introduction

This sim game is a variation of the interactive marketing game also available on this website for free download. The game runs on Excel as well, but without the component of physical interaction.

Instead, students make decisions in their teams, which are fed into the sim game template by the instructor, … See the full activity...

Staff Bonuses and Internal Marketing

For this exercise, which is based on a recent media release, you will review Sports Direct (a major UK sports retailer) and the impact of its attractive staff bonus on sales and profitability. But while profits are up, your task is to identify any concerns that they need to manage?

 

ACTIVITY/TASK

SportsDirect.com is a large sporting goods retailer based … See the full activity...

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 transformation strategy. The firm’s goal is to cut expenses by … See the full activity...

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 shopping centers (shopping malls) are under significant pressure to adapt … See the full activity...

Are these good growth results?

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:

Year 1

Year 2

Year 3

Year 4

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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 food retailer who continues to sell franchises even though they
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Evaluate their Retail Strategy

This case study outlines the strategic plan for Thompson-Smith, a fictitious retailer in Australia with multiple brands (retail formats). Your task is to evaluate each of their strategy initiatives. In other words, to what extent do you agree with their five strategic priorities?

 

ACTIVITY/TASK

Thompson-Smith is one of Australia’s largest retailers. They have around 1,000 different stores, across five … See the full activity...

Designing the Retail Strategy

Even a simple retail business, like a fruit and vegetable store, requires a clear strategy in order to be successful. This is actually becoming a greater challenge, given the expanded product offering of the major supermarket chains (who offer their own fruit and vegetable sections).

 Your task is this activity is to determine your strategy for a suburban fruit and See the full activity...

Impact on Positioning

This activity outlines two situations in regards to the potential impact on the firm’s positioning due to their distribution channel selection. Your task in this activity is to answer the assessment questions at the end regarding each situation.

 

ACTIVITY/TASK

Increasing Sales of Jeans

The manufacturer of a well-known brand of jeans has determined that its selective distribution strategy is limiting … See the full activity...