A chain of well-known surf wear stores is considering expanding to international markets, but they are unsure whether this is a good idea for their business – can you help them decide?
ACTIVITY/TASK
Britney:
Thanks everyone for coming to the meeting. As you know, the company has been considering … Continue reading...
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...
This activity is based on a chain of fitness centers. They want to increase their ongoing level of promotional activity, but are unsure how best to promote themselves in the marketplace. Therefore, this activity requires you to determine the most appropriate promotional strategy (given the information in the following case … Continue reading...
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 … Continue reading...
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 … Continue reading...
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… Continue reading...
This fitness center needs your advice. They are starting to think that their positioning slogan is primarily responsible for their loss of new customers/members. Do you think it’s time for a new slogan?
ACTIVITY/TASK
New Millennium Fitness Centers have the positioning slogan – “we’ll get you fit”. However, … Continue reading...
In the following table you are presented with examples of positioning slogans gone wrong. However, at the essence of each is a good positioning concept, it is just that the words have been poorly constructed.
You need to review the slogans and see if you can rewrite them more appropriately, … Continue reading...
For this exercise, you are required to determine the positioning goals associated with various positioning slogans. In the table below you will see a number ‘well-known’ positioning slogans. For each one, outline what you believe the slogan means and what it is trying to communicate.
ACTIVITY/TASK
Your task here is to construct a perceptual map, based on your understanding of 10 different university subjects. While it is not strictly a business exercise, this activity is an excellent way of understanding the concept of constructing a perceptual map.
It will help if you select two distinguishing (determinant) … Continue reading...
In this activity you need to read and interpret a perceptual map. Shown below is a perceptual map for Sunny Valley Bank (a hypothetical example only). You need to determine what it tells you about the current positioning of the bank and what challenges they may face.
ACTIVITY/TASK
QUESTIONS… Continue reading...
In this exercise you are presented with 50 alternative positioning slogans that a firm promoting an MP3 player could use. This market is obviously very competitive market and a clear positioning would assist a firm in successfully competing. In the below table there are 10 segments and you’re able to … Continue reading...
For this activity, you need to select the most appropriate positioning for a firm that currently home delivers pre-prepared food, on a weekly basis, to people who are trying to lose weight. They have now decided to pursue an opportunity in providing a somewhat similar product, but this time, targeted … Continue reading...
Over time most firms will have goals to grow and expand. One growth option is to target a new market segment (known as market development). For this activity, you need to determine whether the law firm in the case will need to modify its marketing mix as they pursue another … Continue reading...
Outlined below is a new idea for a service. The proposed target market for this luxury service is affluent, upper social class consumers. Your task here is to evaluate whether this target market and the proposed offering is financially and technically viable.
ACTIVITY/TASK
Introducing the new ‘King and Queen for … Continue reading...
Below is a possible market segmentation for the holiday market. Remembering that a key goal of segmentation is to classify consumers into groups of similar needs – your task in this activity is to outline what kind of holiday (that is, accommodation, activities, and destinations) would best suit each of … Continue reading...
In this exercise, you are presented with a number of market segments for the MP3 market. For each segment you are given top-level information regarding their core need, size growth, and profit margin. Your task here is to identify which one is the most attractive market segments to select as … Continue reading...
In this activity you are presented with an excerpt from a manager’s meeting discussing segments in the MP3 market.
Your task is to firstly determine what market segments you can identify (both from the information below and your own knowledge)? And then, based on this information, which target market would … Continue reading...
Listed below is a table that provides top-level information for eight different market segments. Based upon the information provided, which target market would you select as the best one to pursue? Why?
ACTIVITY/TASK
| Segment |
Size $m |
Growth %pa |
Competitiveness |
Access to Retailers |
|
A |
100 |
5 |
Medium |
Easy |
|
B |
100 |
20 |
Your task in this activity is to see how much we can determine about the typical target market consumer by the ‘segment nickname’ it has been given.
As you know, a segment nickname is the descriptive name that many firms will use when labeling their target markets. Let’s see how … Continue reading...
