Understanding Critical Incidents
In this activity, students look at a range of critical incidents in services marketing and discuss how they could be addressed.
Services/CRM
Staff Bonuses and Internal Marketing
For this exercise, which is based on Sports Direct (a major UK sports retailer) and the impact of its attractive staff bonus on sales, profitability, and marketing results.
International Strategic Alliances
In recent years, a number of Australian universities have expanded into international markets, usually utilizing a strategic alliance with an existing local college. But strategic alliances are designed to provide mutual benefits, is this the case here?
Managing Salespeople
This activity highlights an ineffective situation for a mobile home loan salesman for a bank. Review the situation – what can be done to improve the firm’s current sales appointment practices?
The Value of Loyalty Programs
In this exercise, students need to decide whether a large retail chain would benefit from implementing a customer loyalty program.
IMC Tools for a Major Campaign
In this activity, students need to help a bank decide the most appropriate IMC tools mix for a major launch of a new innovative credit card.
Evaluate their Retail Strategy
This case study outlines the strategic plan for Thompson-Smith, a fictitious retailer with multiple brands (retail formats). The task is to evaluate their five strategic priorities.
Designing the Retail Strategy
The student task is to determine a strategy for a fruit and vegetable store, to ensure its continued success. A number of potential ideas have been listed to get students going a littler deeper.
When to Buy a Franchise?
This activity looks at a conversation between two brothers who are planning to buy into a retail franchise system. But their problem is that they cannot decide ‘when’ to buy a franchise.
Cost Leadership Strategy
This activity highlights some of the practices that Aldi Supermarkets have adopted to achieve a cost leadership position and provide ongoing longer prices to customers.
