Should We Launch? It’s Your Call!

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 a still a good idea. They want you to help See the full activity...

Why New Products Fail?

Why do new products fail? Some of the answers are highlighted below in a discussion between various managers. Your task to identify a list reasons why new products fail and identify which of these factors could NOT be adequately assessed prior to actually going to market with the new product.




New products obviously fail because of poor … See the full activity...

Assessing a Strategic Alliance

In this mini-case study, you are required to determine whether a joint venture between Tesco Bank and Aviva (insurance) has benefits for both players as well as customers. To do this task successfully, you will need to consider what capabilities each organization is likely to provide to the strategic alliance.



In mid-2012, Aviva (a major insurance company with … See the full activity...

Strategy Focus

In this exercise, you need to review the below diagram, which highlights a possible strategy development path for a textbook publisher. As you can see, this firm has adopted a practice of pursuing virtually whatever market opportunities have been presented to it. Follow the arrows and you can see some logic for each of their strategic moves, but you need See the full activity...

What is marketing?

Student Task

In this activity, we will use a quick overview of McDonald’s in order to try and identify the reasons for their success throughout the world and the contribution of marketing (if any) to their overall performance. This will help in gaining a good sense of the scope of marketing in a large firm.


Let’s face it … See the full activity...