Role of Capabilities
Students review several key strategic points about Apple, in order to identify the role of their strategic capabilities and how that gives them an ongoing competitive advantage in the marketplace.
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Repositioning Upwards (Video Case Study)
This case study examines a repositioning campaign for Vita-Weat, which is a brand of crackers in Australia. In this promotional campaign, this brand of “dull” and perceived budget crackers was successfully repositioned to be seen as a gourmet food offering and tapping into the “foodie” culture trend.
Understanding the Motivations of Luxury Consumption
In this activity, students explore the motivations for luxury consumption – that is, why some consumers are drawn to luxury brands, despite their significant price points – to help segment this valuable market even further.
The Marketing Challenge of Anti-Consumerism
This activity addresses the trend of anti-consumerism and provides a brief profile of an anti-consumer. Students discuss the change in consumer behavior and its resultant impact on marketing activities.
Patagonia Case Study: Marketing to Anti-Consumers
This case looks at Patagonia, a company that is highly successful in terms of growth and profits, but also makes a substantial contribution to the environment, sustainability, and even to the anti-consumer movement and ideology.
Difference Between Target Markets and Target Audiences
In this exercise, students will be presented with a mix of target markets and multiple target audiences for a new social initiative. It is a helpful activity for clarifying the difference between target markets and audiences. And it is very flexible, as it can be run as a case study discussion, as a marketing debate, or even a student role-play.
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How to Use Cost-Plus Pricing in Marketing
This teaching activity is a more advanced cost-plus pricing activity. If your students have a good sense of the concept, this is an excellent activity for gaining a better understanding of the cost-plus formula and its challenges of implementation. Note: A free (but optional) Excel template for cost-plus pricing formula has been included.