From Bricks and Mortar to Online Retailing
In this exercise, you need to review the key findings from recognized industry forecasting firm regarding the potential impact of online retailing on traditional shopping centers and retailers. The challenge is to determine the best way forward for these traditional retailers.
ACTIVITY/TASK
Traditional … Continue reading...
This mini case study profiles the successful launch of Winkiwoo, a new division of a photo printing firm, which has successfully tapped into the new internet and digital world, with an innovated Facebook related photo product.
ACTIVITY/TASK
A company from regional Australia (called Winkiwoo) has experienced tremendous success with their … 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
The following exercise contains is a list of questions facing particular industries, where there is increasing expectations on them to move to a more socially responsible position. Identify the arguments for and against – what would you recommend in each case?
ACTIVITY/TASK
The following case study highlights the experience of two recent university graduates have gotten themselves into a business ‘mess’. They have been working hard to develop and launch a new product. But they’re now at the stage of making a major dollar investment, and suddenly they’re now so sure it’s … Continue reading...
Read the following case study on a hypothetical manufacturer and their product development activities. Review their new product development process. Identify what they appeared to do well, and identify potential improvement areas for the future.
ACTIVITY/TASK
Company Background
West-White is a manufacturer of white-goods (e.g. washers, refrigerators) and various other … Continue reading...
Listed below are some examples of how the culture has altered in a number of countries over the past 10 to 20 years or so. For this exercise, your task is to consider the impact of these lifestyle changes, from the point of view of an organization that markets holiday … Continue reading...
A reasonable proportion of purchase decisions are made in-store. Therefore, many retailers design their premises in a deliberate attempt to influence consumer’s in-store behavior. Your task in this activity is to review the examples below in order to identify what the firm is trying to achieve by their particular design … Continue reading...
This case study looks at a hypothetical regional bank. Your task here is to prepare a SWOT for the firm; that is, identify their strengths, weaknesses, opportunities and threats. As a result of this exercise, you should have a much clearer idea of what marketing strategies would best suit them, … Continue reading...
Firms generally need to adapt their marketing strategy to the changing environment. With this exercise, you need to consider whether McDonald’s successfully and proactively leveraged the changing factors in the macro-environment, or whether their business operation at the time just happened to be quite suited to this new environment. In … Continue reading...
In this short case study, you are required to assess whether this toy manufacturer was too flexible and too willing to adapt to its changing macro-environment. Set back in time, this case is based on a real firm that implemented a number of changes in order to stay current. But … Continue reading...
Department stores have tended to be less relevant in today’s environment than in the past. Your task in this activity is to identify the various environmental factors that contributed to the downfall of some major Australian department stores. You also need to consider, as you review the case study information, … Continue reading...
In this exercise, you are required to help a traditional hamburger store adapt to the new market environment of more health-conscious consumers. To help guide you, some market research data has been presented. The issue here is to determine whether there is still a viable traditional market or whether the … Continue reading...
For this activity, you will play the role of a marketing consultant advising a small change of CD/music retail stores how they can best adapt to the changing lifestyle and technological macro-environment. You are presented with some introductory information regarding the key trends in this sector. What advice would you … Continue reading...
Review the following list of macro-environment changes/trends. For each one, work out how it is changing and then determine whether (and how) it will impact marketing activities. As we know, there are three key aspects to an environmental scan; identify the environmental change, determine its likely impact, and how firms … Continue reading...
In this exercise, you need to evaluate how well this manufacturer is progressing with their retailer relationships (in its micro-environment). As you can see, they have increased sales to retailers by $2m and they have also increased the number of retailing chains that they deal with. These results are obviously … Continue reading...
For this exercise, you need to identify the competitive set for a manufacturer of instant coffee (such as Nestle’s many brands of coffee, sold via retailers). The aim of this activity is to think beyond just like-competitors (that is, other manufacturers of coffee). We need to consider what types of … Continue reading...
For this task, you need to assume that you are the CEO of a firm that has just made a $1 million after-tax profit. That’s great news because the firm had not been making any profits for several years now. But there’s also some bad news, as the various ‘publics’ … Continue reading...
Often firms seek to modify their corporate culture, as part of their overall internal marketing program. For this exercise, assume you are a consultant brought into a Fortune 1000 firm with the project of dramatically altering the firm’s corporate culture in order to improve its level of marketing orientation. Your … Continue reading...
Listed below is a series of statements made by employees when describing the way their firms motivate and deal with their staff. This gives a good insight in the firm’s corporate culture, which is a key aspect of the internal environment. Your task in this activity is to identify how … Continue reading...
