In this mini case study, students assess Burger King’s strategy to grow its market share in their home market in 2023 and beyond. The firm undertook an aggressive marketing program across multiple marketing mix elements, and started to look at product-based (rather than firm-based) differentiation as the key to their growth success.
Growing Market Share: Burger King Case Study Review the Teaching Activity
In this exercise students look at the brand-impact and ethical implications of misleading product packaging. Sure, it may be helpful in growing short term sales, but is it a viable long term strategy. Students will review ten visual examples of misleading packaging.
Misleading Packaging: Impact on the Brand Review the Teaching Activity
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.
Difference Between Target Markets and Target Audiences Review the Teaching Activity
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.
The Marketing Challenge of Anti-Consumerism Review the Teaching Activity
In this activity, students consider the tactic of shrinkflation as a suitable and ethical approach to managing price increases. A short news video helps provide several good examples.
Is Shrinkflation a Good Approach to Pricing? Review the Teaching Activity
Building a strong brand is fundamental to long-term marketing success. But what happens when these efforts are too successful and the brand name becomes generic? In this activity, students explore the benefits and risks of a potentially generic brand name.
Lost Generic Brand Names Review the Teaching Activity
Student exercise to discuss Walmart and the concept of societal marketing and how it fits with profit goals.
Walmart and Corporate Social Responsibility Review the Teaching Activity
In this new product pricing activity, students consider whether a market penetration pricing approach is the most effective (and ethical) strategy for a new water amusement park.
Pricing Strategy and Ethics Review the Teaching Activity
This activity highlights the initial advertising campaign to launch the Tommy Hilfiger brand. But the campaign was not based on strategy, but based upon a strong creative idea.
Ethical Advertising? Tommy Hilfiger Brand Launch Review the Teaching Activity
Is it ethical that McDonald’s uses sponsorships in order to create positive view of the company by doing good things in the community and for local groups?
McDonald’s Sponsorships Review the Teaching Activity