Apple’s Mission Statement

The following statement was released by Tim Cook, the CEO of Apple. Although it was not described as a mission statement, it has been effectively framed as one. Your task here is to review it and determine what it indicates about Apple and their future direction.



The statement made by Tim Cook of Apple:

We believe that we’re on … See the full activity...

Evaluate their Retail Strategy

This case study outlines the strategic plan for Thompson-Smith, a fictitious retailer in Australia with multiple brands (retail formats). Your task is to evaluate each of their strategy initiatives. In other words, to what extent do you agree with their five strategic priorities?



Thompson-Smith is one of Australia’s largest retailers. They have around 1,000 different stores, across five … See the full activity...

Product Management

Read the following case study on a hypothetical product manager for frozen pizza. They are faced with a strategic challenge for which way to growth the business. If you were this product manager, what would you do?



Larry is a product manager for frozen pizza for a large national firm. He is in his late 20’s and is … See the full activity...

Improving the New Product Process

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.


Company Background

West-White is a manufacturer of white-goods (e.g. washers, refrigerators) and various other household appliances. They were established in 1962 in Perth, Western … See the full activity...

Developing a CRM Strategy

Using a CRM strategy is probably one of the best solutions for the problem in the following case study. Your task in this activity is to develop a strategy to increase attendance for this organization’s main event.

Please note that there is an updated version of this activity now available, which also includes an interactive spreadsheet.


You’ve been called … See the full activity...

Socio-Cultural Change

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 packages and tours



List of some key socio-cultural … See the full activity...

Preparing a SWOT

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, given their current environment.



Beautiful Sunny Valley region, … See the full activity...

Over-Adapting to the Environment

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 were they guilty of over-reacting and, as a result, losing See the full activity...

A New Environment; A New Strategy

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 shop needs to adapt to the new environment situation – … See the full activity...

Adapting to the New Environment

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 have for this firm?



A CD music shop … See the full activity...

Impact of Macro-environmental Changes

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 can turn this challenge into a market opportunity.

(NoteSee the full activity...

Identifying the Competitive Set

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 products and offerings would form their indirect competition (often offering See the full activity...

Making a Marketing Strategy Choice

Below is a case study of a hypothetical toy manufacturer (Fun 4 U) that is faced with two distinct marketing strategy choices. Your task here is to determine, based on the information available, the best approach for the firm. Remember to think about the firm’s existing strengths (as you assess them) and how they may be able to compete successfully See the full activity...

Should We Expand?

In this exercise, you are presented with a summary of a discussion from a manager’s meeting, which highlights the for and against of a franchised food retailer (like Subway) expanding their product range. As you see, their proposed move has both significant opportunities as well as substantial risks. Your task is help the firm decide what they should do.

(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.



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...

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...