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...
Preferred format: This teaching activity is flexible and can be run individually or in small groups with optional reporting back to the overall class.
Student audience: This discussion exercise is more suitable for students in an introduction to marketing course
Exercise time: This discussion … Continue reading...
Preferred format: This teaching activity is flexible and can be run individually or in small groups with optional reporting back to the overall class.
Student audience: This discussion exercise is more suitable for students in an introduction to marketing course
Exercise time: This discussion … Continue reading...
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...
This is Part 2 of the New Coke Case Study. It is highly recommended that student groups undertake the New Coke Case Study (Part 1), which sets the marketing environment context for Coke’s decision back in … Continue reading...
This discussion exercise has been written and provided by Dr Gillian Hopkinson from Lancaster University in the UK.
The car brand, Krik, entered the UK market through franchised dealerships 7 years ago. Initially it had a very limited product range of reliable, if unexciting, low priced … Continue reading...
The table below highlights a firm that has dramatically increased its profitability in a few years. But they have focused on a short-term, not long-term, basis and you need to determine what impact this may have.
ACTIVITY/TASK
| Year 0 | Year 1 | Year 2 | Year 3 | |
| Sales | 20m | 19.50m | 18.6m |
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 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...
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...
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
When Proctor & Gamble entered China, around 25 years ago, they adopted a glocal strategy, whereas their major competitors adopted a multinational strategy. This approach has proven to be quite successful in the long-term, but was this the best approach?
ACTIVITY/TASK
Procter & Gamble is one of the largest businesses … Continue reading...
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...
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...
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...
It seems fairly obvious that the goals/objectives of a promotion would be to increase sales and profit. And, of course, you would usually need to achieve those goals to justify the cost of the campaign.
But take a look at the list of possible promotional goals listed below. Assume that … Continue reading...
Planning and developing a promotional campaign will take many months. This is because there are so many activities that need to be considered and organized. For this activity, assume that you worked for a TV manufacturer – they are launching a new TV product – how long would it take … Continue reading...
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...
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
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ADVERTISING TOOLS |
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Prime time TV | ||
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...
