From Market Segmentation to Marketing Mix (Fitness Centers)

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is probably more suitable to small groups.
Student audience: This discussion exercise is more suitable for students in an introduction to marketing course
Exercise time: This discussion activity will probably run 15 to 20 minutes.
Activity variations: This exercise … Continue reading...

New Coke Case Study

General Instructions for running the New Coke Case Study in class

Much has been written about the New Coke new product development and launch in 1985 and there have been numerous case studies published in various textbooks, along with numerous books. But what is different about this case study for … Continue reading...

Role of Capabilities

The following points are Apple’s own description of aspects of their corporate strategy, as presented in one of their public documents. Review the points in order to identify the role of their strategic capabilities.

 

ACTIVITY/TASK

Aspects of Apple’s corporate strategy, in their own words:

  • The Company’s business strategy leverages
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Apple’s Mission Statement

The following statement was released by Tim Cook, the CEO of Apple. Although it was not described as a mission statement, it has been effectively framed as one. Your task here is to review it and determine what it indicates about Apple and their future direction.

 

ACTIVITY/TASK

The statement made Continue reading...

A Tough New Product Decision

Gillette has long been the leader in the razor market. However, to maintain their position they have had to make some tough decisions along the way. Review the following situation – if you were the CEO, would you have made the same decision?


ACTIVITY/TASK

Gillette has always prided their firm … Continue reading...

Using Porter’s Five-forces Model

Use Porter’s Five-forces model to help analyze the book publishing industry, simply based on the hypothetical information and data presented below.

 

ACTIVITY/TASK

The book publishing industry in Australia

  •  20% of books are sold via independent retailers that tend to specialize in a particular genre or prefer unusual (not mainstream)
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International Strategic Alliances

In recent years, a number of Australian universities have expanded into international markets (particularly in South-East Asia), usually utilizing a strategic alliance with an existing local college. But strategic alliances are designed to provide mutual benefits, is this the case here?

 

ACTIVITY/TASK

Australian universities are faced with a mature education … Continue reading...

Best International Market Entry Option

After significant success in the local market, the company is looking to market to the more affluent markets in Asia markets. But the question is how they should do this? Which option would you recommend from the list below?

 

ACTIVITY/TASK

“Full of Fun” fruit juices are a novel range of … Continue reading...

Should we expand internationally?

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...

Buying Media

After setting the overall promotional budget, the next task is to allocate it across various media options.  In this activity, you need to allocate the overall promotional budget (of 100 points, for a three month campaign) to help support the launch of a new computer game console (that Continue reading...

IMC Tools for a Major Campaign

In this activity, you need to help a bank decide the most appropriate IMC tools mix for a major launch of a new innovative credit card. There are many possible promotional tools to choose from. Try to integrate the campaign across the various elements.

 

ACTIVITY/TASK

ADVERTISING TOOLS

Prime time TV

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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 Continue reading...