Promotional Strategy


This activity is based on a chain of fitness centers. They want to increase their ongoing level of promotional activity, but are unsure how best to promote themselves in the marketplace. Therefore, this activity requires you to determine the most appropriate promotional strategy (given the information in the following case study).

 

ACTIVITY/TASK

Fitness Fast currently consists of eleven fitness centers … See the full activity...

Using Trade Promotions

Many firms target their sales promotions at wholesalers and retailers in an attempt to generate greater support and sales. Sometimes these trade promotions are designed to get preferential treatment from the retailer (e.g. better store/shelf placement) and sometimes they are simply designed to pass through to the end-consumer (such as a discount).

Listed below are some possible trade promotion tools. See the full activity...

Setting the Promotional Objectives

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 you were responsible for the promotion of McDonald’s ‘healthy menu’ See the full activity...

The Promotional Timetable

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 you complete the each of the following tasks?

(NoteSee the full activity...

Aligning New Products to Strategy

Your task in this activity is to generate some potential new product ideas/concepts that would logically fit with McDonald’s overall strategy. As we know, new products should not be introduced in isolation, or just to take advantage of a market opportunity. New products should be introduced to help implement and deliver the firm’s overall strategy.

 

ACTIVITY/TASK

The following assumed example … See the full activity...

Choose the Best Strategy

This mini-case study lists seven potential growth strategies for most regionally-based banks in Australia (and probably most countries). Your task in this exercise is to evaluate the bank’s strengths, assess its dynamic environment, and then select the most suitable strategy direction for them to at least survive and hopefully to continue to expand.

 

ACTIVITY/TASK

The Australian banking industry was … See the full activity...

What’s the Best Strategy Choice?

In this mini-case study, you need to select the most appropriate growth strategy for a producer of cheeses from a choice of seven options. The key to this exercise is to consider the firm’s existing strengths and how they could best leverage those in the marketplace. Potentially you may choose to integrate two or more of the strategies provided in See the full activity...

Understanding the Product/Market Growth Matrix

Your task in this activity is to classify the examples listed below into one of the four categories on the  product/market growth matrix (also sometimes referred to as Ansoff’s model). You will need to consider whether it is a new or existing product and market for the firm. A diagram of the product/market growth matrix has also been provided below … See the full activity...

Developing a Strategy and a Marketing Mix

This activity requires you to develop an appropriate marketing mix for your own restaurant. (Assume that you have a suitable budget and that reasonable expenditure is possible.)

Firstly, decide on your overall strategy and your target market (that is, what is going to make your restaurant successful in a very cluttered and competitive industry?). Then outline the “details” (the marketing See the full activity...

Developing a Marketing Mix

In this exercise you are required to select the most appropriate marketing strategy (from a list of four presented) and then develop a suitable marketing mix to implement that strategy.  This activity will be focused on the strategy and marketing mix for a proposed new chain of Italian and pizza restaurants. The four possible strategies currently being considered by the See the full activity...