Services/CRM

Walmart’s Repositioning to Attract Higher-Income Shoppers

Case Study, Consumer Behavior, Member Activities, Products and Brands, Segmentation and Positioning, Services/CRM, video

Walmart has been progressively edging up its brand positioning to target more affluent consumers. But this repositioning poses brand risks as they move away from, and potentially alienate, their established and loyal customer base. This mini case study – and video – provides students with an opportunity to assess and mitigate the challenges involved with repositioning such an established and tightly positioned brand.

Walmart’s Repositioning to Attract Higher-Income Shoppers Review the Teaching Activity

The Success of T.J. Maxx Case Study

Case Study, Consumer Behavior, Member Activities, Places and Channels, Services/CRM, Strategy and Plans, video

In this case study, students discover how the now global retailer T.J. Maxx transformed off-price retailing into an engaging treasure hunt experience. This case provides students with practical insights into strategic branding, consumer behavior, and supply chain innovation – all within the evolving dynamics of retail in today’s landscape. The written case study is supported by a 10 minute detailed case study video.

The Success of T.J. Maxx Case Study Review the Teaching Activity

Service Recovery Across Customer Segments

Discussion Exercises, Member Activities, Places and Channels, Segmentation and Positioning, Services/CRM

This activity explores service recovery and challenges students to decide whether the hotel should adopt a uniform recovery policy for all guests or tailor its response based on different customer segments. The same service failure situation is presented, but there are seven segments to consider each with varying long-term value to the hotel chain.

Service Recovery Across Customer Segments Review the Teaching Activity

The Success of Walmart Case Study

Case Study, Ethics, Free Activities, Marketing Environment, Places and Channels, Pricing, Services/CRM, Strategy and Plans

This Walmart case study offers students a real-world example of cost leadership and successful retail strategy. By reviewing its Everyday Low Pricing, economies of scale, and efficient logistics management, students will gain insights into this competitive strategy. A great exercise for delving into the reasons for Walmart’s dominance in a highly competitive market sector.

The Success of Walmart Case Study Review the Teaching Activity

Mystery Shopper Exercise and Worksheet (Retailing)

Experiments, Marketing Environment, Member Activities, Places and Channels, Research and MIS, Services/CRM

This task is designed as a hands-on activity where students visit two competing retailers an act as a mystery shopper and evaluate the retail design, atmosphere, and overall presentation of the players. This then leads into an in-class discussion on retail atmospherics and how it impacts shopping behavior as well as consumer perceptions.

Mystery Shopper Exercise and Worksheet (Retailing) Review the Teaching Activity

Starbucks Third Place Positioning – Still Relevant?

Case Study, Consumer Behavior, Marketing Environment, Marketing Mix, Member Activities, Services/CRM, Strategy and Plans

This Starbucks case study focuses on their longstanding “third place” concept, which has been a key component of their success and differentiation. However, your students will need to assess whether this “third place” offering remains a viable strategy in today’s marketing environment, considering trends like remote work, increased competition, cost of living concerns, and shifting consumer expectations.

Starbucks Third Place Positioning – Still Relevant? Review the Teaching Activity

Addressing the Challenges Facing Starbucks

Case Study, Consumer Behavior, Free Activities, Marketing Environment, Services/CRM, Strategy and Plans, video

In this mini case study, students explore the strategic challenges facing Starbucks, including its drift away from its core brand identity and its “third place” experience. Due to its expansion and diverse product offerings, Starbucks strengths have transformed into potential weaknesses. Students will review how operational inefficiencies, market pressures, and changing consumer behaviors have impacted the brand, and assess whether the proposed strategic changes will be effective. NOTE: This activity can also be run as a video case study, with an optional detailed video to show students.

Addressing the Challenges Facing Starbucks Review the Teaching Activity

Using Demarketing for Overtourism

Consumer Behavior, Discussion Exercises, Ethics, International, Member Activities, Services/CRM, Social, Strategy and Plans

In this activity, students will explore the concept of demarketing and its application to managing overtourism in popular destinations. Students will analyze real-world examples of strategies used by governments, tourism boards, and local communities to limit tourist numbers and their impacts.

Using Demarketing for Overtourism Review the Teaching Activity

Crafting a Targeted Marketing Mix for Segments

Consumer Behavior, Marketing Mix, Member Activities, Segmentation and Positioning, Services/CRM, Strategy and Plans

In this activity, students will analyze four distinct market segments identified by an insurance firm and develop a tailored 7Ps marketing mix to appeal to one of these segments. Each segment has unique characteristics based on a matrix with two axes: active vs. passive insurance seekers and price vs. non-price sensitivity. You can choose to assign segments to groups or let students choose one or more segment to target.

Crafting a Targeted Marketing Mix for Segments Review the Teaching Activity

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