Marketing business case study list

Below is a list of case studies taken from the Marketing section of The Times 100. Choose your sub topic from the list of arrowed links below the Marketing heading.

Marketing case studies

- Branding in business
  - How a brand promise drives change in a multinational organisation
    
    Edition 11: This case study helps students understand how companies re-position themselves to consumers through communication and product development/enhancement.
  - Building a brand in order to sustain its life cycle
    
    Edition 10: As a result of carefully reading the Case Study, students should be able to: know what is meant by a product life cycle, understand research is needed to identify the best way of injecting new life into brands/products, explain the key components of a SWOT analysis.
  - Brand repositioning and communications
    
    Edition 10: As a result of carefully reading the Case Study, students should be able to: explain what is meant by repositioning and why Philips carried out qualitative and quantitative research to identify an appropriate position for the brand, understand why it is important to understand the strengths and weaknesses of an existing brand when deciding how to reposition it, describe how Philips had built a new position for its brand, based on creating products that are ‘designed around you’, ‘easy to experience’, and ‘advanced’.
  - Developing a partnership to support the interests of young people
    
    Edition 8: This case study illustrates the benefits of the Connexions Card to 16-19 year olds. It also focuses on how the Department for Education & Skills (DfES), a public service business, has joined forces with Capita, a private sector service business, to form a public private partnership (PPP).
  - Building on a brand
    
    Edition 8: This case study considers the importance of branding and the value of an established brand name when a company such as HMV is looking to expand and to adapt its business in response to changing market conditions.
  - Using planning analysts at the centre of brand development
    
    Edition 8: This case study illustrates how Kraft Foods’ management accountants act as financial planning analysts to support the process of brand development. It highlights how Kraft�s forward planning and supporting processes of investment/forecast analysis supports its core brands in a fast-changing market place.
  - Supporting superbrands: the role of high-tech suppliers
    
    Edition 8: This case study looks at the work of Pittards, a British company that uses skilled buying and high-tech production methods to produce world class leathers for superbrands. It also focuses on the Japanese quality system - 20 Keys.
  - Creating a new and exciting brand - Cafe Cadbury
    
    Edition 7:
  - Branding strategies to create value
    
    Edition 6:
  - The importance of cause related marketing
    
    Edition 4:
  - Hula Hoops - emphasising the core values of the brand
    
    Edition 2:
- Customer focus in business
  - Identifying customers and meeting their needs
    
    Edition 10: As a result of carefully reading the Case Study, students should be able to: understand the importance of a mission statement, and know that Argos’ mission statement focuses on giving customers value for money by providing them with a convenient shopping experience, explain why segmentation helps an organisation to identify and meet the needs of customers and understand how frequency of visitors to an Argos store or site is a good way of segmenting customers, know what is meant by a growth strategy and give a brief explanation of how Argos is seeking to grow.
  - Responding to changing customer requirements: the drive towards Wellness
    
    Edition 10: As a result of carefully reading the Case Study, students should be able to: know that increasing numbers of people want healthier foods, understand how and why market focused companies (e.g. Nestlé) respond to such developments, know about Nestlé: its size, its products and its worldwide reputation.
  - Making markets work well with customers
    
    Edition 9: As a result of carefully reading the Case Study, students should be able to: understand the sources of consumer power, understand how the forces of demand and supply work to determine market prices , describe how the OFT uses its powers to promote fair competition. ,
  - Meeting customer needs for competitive advantage
    
    Edition 9: As a result of carefully reading the Case Study, students should be able to: define the term competitive advantage, understand the importance of differentiation as a competitive strategy, distinguish between private and public sector customers.
  - Building a local retail strategy
    
    Edition 7:
- International marketing in business
  - Poland - a developing market
    
    Edition 2:
- Market research in business
  - Discovering customer needs through research
    
    Edition 15: The case study shows how market research enabled Barclays to improve its student account offer.
  - New products from market research
    
    Edition 15: This case study focuses on the importance of market research during the development and launch of Crunchy Nut Bites, a more recent extension to the Crunchy Nut brand.
  - Providing a customer-centric service
    
    Edition 15: This case study focuses on how Zurich has used market research to develop a business strategy of 'delivering help when it matters so that customers feel valued and taken care of'.
  - Market research and consumer protection
    
    Edition 13: This case study focuses on how the FSA uses scientific and market research to provide consumers with reliable up-to-date information, enabling them to make healthy choices about food.
  - Using market research to relaunch a brand
    
    Edition 13: This case study shows how first direct has used market research to revitalise its brand.
  - How market research helps Portakabin to remain at the cutting edge
    
    Edition 12: This case study helps students understand the importance of market research to successful, customer-led product development.
  - How market research supports the new product development process
    
    Edition 12: This case study describes the stages of market research which contribute to successful new product development and launch.
  - Using market research to develop a product range
    
    Edition 9: As a result of carefully reading the Case Study, students should be able to: understand what is meant by a product range, know the meaning of marketing and its importance to an organisation, appreciate why market research should shape the product range.
  - Using market research to improve consumer focus
    
    Edition 8: This case study looks at how the England and Wales Cricket Board (ECB) recently undertook a substantial piece of market research. The ECB’s aim was to research how to increase audiences at cricket matches, stimulate interest in cricket in general and encourage more people to play the game.
  - Consumer focused product development
    
    Edition 8: This case study looks at an important part of market research. It illustrates how one of the UK’s leading bakery related retailers researches the market and uses the information it gains to influence its decisions about product development.
  - Meeting customer needs - Young Savers
    
    Edition 8: This case study illustrates customer orientation by showing how Yorkshire Building Society has carried out detailed research into the financial requirements of young people with a view to offering them products that most meet their needs.
- Marketing mix in business
  - Using the marketing mix to drive change
    
    Edition 16: This case study explores how Parcelforce Worldwide responded to increased competition by using the marketing mix or 4Ps.
  - Creating a winning marketing mix
    
    Edition 16: This case study describes how JD (part of the JD Sports Fashion PLC Group of companies), a large and well-known retailer, manages the balance of its marketing mix around its consumers' needs in order to achieve business growth.
  - Using sports marketing to engage with consumers
    
    Edition 16: This case study illustrates how Kia, a South Korean motor company, has used sports marketing to develop its brand identity in the European motor market.
  - The marketing mix in the food industry
    
    Edition 15: This case study shows how McCain combines all four parts of the marketing mix to develop its marketing strategy.
  - Live, breathe and wear passion
    
    Edition 15: This case study looks at how Diesel promotes its products and the brand.
  - Protecting the marketing mix through intellectual property rights
    
    Edition 14: This case study looks at how one technology company, Forensic Pathways, has used these legal safeguards for a new development.
  - The use of the marketing mix in product launch
    
    Edition 13: This case study shows how a carefully balanced marketing mix provides the platform for launching and re-launching a brand onto the market.
  - Using the marketing mix in the fashion industry
    
    Edition 13: This case study examines how Ben Sherman uses the marketing mix to help the business remain competitive and extend its market share and influence.
  - Entering a new market with a new product
    
    Edition 12: This case study helps students understand the range of choices available to companies for market and product development.
  - Sponsorship and the marketing mix
    
    Edition 11: This case study helps students understand how effective sponsorship involves all 4Ps of the marketing mix.
  - Creating the right marketing mix
    
    Edition 11: This case study helps students understand the marketing mix including product, price, place and promotion.
  - Re-focussing a company's culture and marketing mix
    
    Edition 9: As a result of carefully reading the Case Study, students should be able to: understand the cultural change brought about at Argos to boost sales, be able to identify the 7 Ps of the extended marketing mix, understand the changes made to the marketing mix at Argos,
  - Meeting customers' needs in growth markets - online gaming
    
    Edition 9: As a result of carefully reading the Case Study, students should be able to: explain how broadband meets customers’ need for speed, identify key segments in the gaming market, explain how BT has developed a marketing mix for broadband gaming.
  - Using new product development to grow a brand
    
    Edition 9: As a result of carefully reading the Case Study, students should be able to: appreciate the need to make decisions that help to manage, maintain and develop the value of brands, appreciate the importance of market research processes and the questions that market researchers seek to answer, link processes of market research with a range of products that closely meet consumers’ needs.
  - Meeting customers' needs
    
    Edition 9: As a result of carefully reading the Case Study, students should be able to: identify how the business maintains sustained financial growth through acquisition and development of the existing business, understand how a customer service programme can help to improve performance and ensure long term financial stability, explain the key components of the marketing mix and how implementation of the mix will enhance customer satisfaction.
  - Re-branding a Corporate Image
    
    Edition 6:
- Marketing planning in business
  - How the role of marketing drives business forwards
    
    Edition 15: This case study shows how Portakabin uses marketing to identify and anticipate customer needs and then meet them.
  - Developing a marketing plan
    
    Edition 14: The study focuses on how a company can respond to changes in consumer expectations, external influences and business aims to achieve those objectives.
  - The marketing process
    
    Edition 11: This case study helps students understand essential elements of marketing including marketing objectives, the 4Ps and market research.
  - Responding to an Emerging Market
    
    Edition 7:
  - Reaching customers through direct selling
    
    Edition 2:
- Marketing strategies in business
  - Marketing and product strategies for growth
    
    Edition 17: This case study illustrates how Enterprise Rent-A-Car has expanded its operations beyond its core business of car hire. The case study uses Ansoff's matrix to illustrate how it has developed its strategies to improve and grow the business, creating new products and extending its services into new markets.
  - Marketing strategy for growth
    
    Edition 13: This case study focuses on how Wilkinson created and implemented a marketing strategy to grow the business, using the findings of its market research.
  - Identifying and creating new markets - a new strategy for a global leader
    
    Edition 11: This case study helps students understand how companies grow by creating new markets and products.
  - Cause Marketing - Vodafone's partnership with The National Autistic Society
    
    Edition 11: This case study helps students understand cause marketing and its role within marketing.
  - Developing products and services to meet market demand
    
    Edition 8: This case study examines how Portakabin has developed new products in response to growth in its existing markets. In particular, it focuses on Portakabin WardSpace accommodation: an efficient way of meeting increasingly demanding and highly specific requirements of the healthcare industry.
  - Developing competitive marketing strategies
    
    Edition 7:
  - Within An Arm's Reach Of Desire
    
    Edition 5:
  - The repositioning of Hobnobs
    
    Edition 4:
  - How Mars transformed the ice cream market
    
    Edition 1:
  - Who dares wins - Success through intelligent risk
    
    Edition 1:
- Place in business
  - Meeting customers' needs through the Internet
    
    Edition 9: As a result of carefully reading the Case Study, students should be able toidentify key elements involved in setting up a commercial website, explain how using electronic media helps organisations to meet customer needs, understand how the Internet can be used to support customers.
- Product in business
  - Growing a business by developing products and markets
    
    Edition 11: This case study helps students understand how developing products and markets influences business growth.
  - Making the world's best known product
    
    Edition 6:
  - Launching a new product into a developed market
    
    Edition 3:
- Product launch in business
  - Bringing an innovative product to market: Assure®
    
    Edition 10: As a result of carefully reading the Case Study, students should be able to: explain the innovative nature of Assure by Corus, outline the significance of testing in a research and development process, apply the Ansoff Matrix to Corus Colors development strategy.
  - Developing the new products
    
    Edition 10: As a result of carefully reading the Case Study, students should be able to: outline key stages in new product development, differentiate between qualitative and quantitative market research, explain the significance of market segments.
  - Getting the right message across - the re-launch of Mars
    
    Edition 8: This case study explains the reasons why Masterfoods had to re-position the Mars bar. It also focuses on how it used public relations to gain the positive support of new and existing customers when it re-launched the Mars bar in March 2002.
  - Successful products - successful solutions
    
    Edition 4:
- Product life cycle in business
  - The product life cycle and online fashion
    
    Edition 14: This case study shows how ASOS.com uses the product life cycle to ensure its product portfolio continues to meet the needs of its customers and provide up-to-date fashions in the fast-moving online retail industry.
  - Extending the product life cycle
    
    Edition 13: This case study shows how Kellogg recognised that the Nutri-Grain brand was losing market share. It used business tools to re-launch the brand and return it to growth in its market.
  - Market leadership in the 3G market
    
    Edition 12: This case study shows how use of the product life cycle as part of a marketing strategy can lead to market leadership.
  - Linking promotional activity to the product life cycle
    
    Edition 10: As a result of carefully reading the Case Study, students should be able to: explain how and why companies extend their product range, show how promotional activity links to stages in the product life cycle, explain how BIC has sought to add value to its products.
  - An enterprising approach to a marketing re-launch
    
    Edition 8: This case study focuses on one of the UK’s leading savoury snacks, Phileas Fogg. This case study analyses how United Biscuits reinvented Phileas Fogg in an attempt to retain its innovative culture and individuality within a much larger group.
  - Kit Kat: Revitalising a Brand Leader
    
    Edition 7:
  - Maintaining The Competitiveness Of A Global Brand
    
    Edition 5:
  - Long term maintenance of a classic brand name
    
    Edition 4:
  - Injecting new life into the product life cycle
    
    Edition 2:
- Product portfolio in business
  - Achieving growth through product development
    
    Edition 16: This case study illustrates how Portakabin, a manufacturer of factory produced buildings, has developed a range of new products called Essential Business Solutions (EBS). The purpose of EBS was to develop products that more closely meet the needs of its customers.
- Promotion in business
  - Using promotion to position a brand
    
    Edition 16: This case study illustrates how Hi-Tec Sports developed a new approach to promoting its brand positioning and engaging with customers through a viral marketing campaign.
  - Using promotion to campaign for public services
    
    Edition 16: This case study focuses on how UNISON has promoted its A Million Voices for Public Services campaign. It has used a range of methods and technologies designed to reach a variety of different audiences.
  - Engaging consumers through word of mouth marketing
    
    Edition 16: This case study illustrates how Red Bull, the manufacturer of the world's best selling energy drink, uses a range of innovative promotional techniques to improve the process of communication and drive consumer engagement and loyalty.
  - Promoting the brand
    
    Edition 13: This case study explores how Portakabin uses market analysis to identify customer requirements and promote its brand.
  - Using promotional strategies to connect with stakeholders
    
    Edition 11: This case study helps students understand how organisations promote with customers and communicate with other stakeholders.
  - Using promotion to boost sales and brand value
    
    Edition 11: This case study helps students understand how companies promote above and below the line.
  - The vital role of Sales at Kraft Foods UK
    
    Edition 11: This case study helps students understand how the scales and marketing functions work together.
  - The vital role of Sales at Kraft Foods UK
    
    Edition 10: As a result of carefully reading the Case Study, students should be able to : know how the sales function is organised at Kraft, understand the key role played by Sales, understand the role of Sales in getting products to customers and consumers.
  - Strategy, competitive advantage and the promotional mix
    
    Edition 9: As a result of carefully reading the Case Study, students should be able to: understand what is meant by business to business activities, understand the difference between commodity and added value products/services, understand the link between mission, the market and strategy.
  - Superbrand sponsorship
    
    Edition 8: This case study looks at why sponsoring leaders is an important part of Vodafone’s corporate and marketing strategies. As a winner itself in its own line of business, Vodafone sees good sense in being associated with other winners, and being involved in activities that provide a ‘buzz’ and a sense of adventure.
  - Revitalising a valued character
    
    Edition 7:
  - The advantages of sponsorship
    
    Edition 7:
  - The power of love
    
    Edition 3:
  - Coca-Cola and sports - Partnership through Competition
    
    Edition 2:
- Segmentation in business
  - Segmentation
    
    Edition 11: This case study helps students understand how companies segment the market to meet consumers' needs.
  - Honour the past ... invent the future
    
    Edition 9: As a result of carefully reading the Case Study, students should be able to: understand the importance of customer focus, innovation and brand developmentexplain the link between rationalisation and economies of scale, explain the meaning and value of market segmentation.
  - Using global segmentation to grow a business
    
    Edition 8: This case study focuses upon how United Airlines uses customers’ motivations for different types of services to segment the market and improve its competitiveness. By offering a range of customer-focused products and services, it has become an industry innovator.
  - Focusing a brand product range
    
    Edition 6:
- Swot in business
  - SWOT analysis and sustainable business planning
    
    Edition 14: This case study will show why IKEA believes a strong environmental stance is good business practice.
  - SWOT analysis in action
    
    Edition 13: The case study shows how Škoda UK transformed its brand image and built its competitive edge using SWOT analysis.
  - Customer-led innovation in a competitive market
    
    Edition 9: As a result of carefully reading the Case Study, students should be able toexplain the difference between a product-led and a customer-led approach to business, explain the importance of ongoing market research for identifying customer requirements and thereby enabling an organisation to deliver consumer focused benefits, give examples of ways in which Abbey has simplified its communications with customers.
  - Managing change: a new approach to legal services
    
    Edition 9: As a result of carefully reading the Case Study, students should be able to: explain the basic SWOT components involved at the time of establishing the PDS, outline key strategic elements of the PDS launch: location, customer service, recruitment, IT, and quality. distinguish between criminal law and civil law.

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Business Case Studies by Topic - Marketing

Marketing case studies

Branding in business

Customer focus in business

International marketing in business

Market research in business

Marketing mix in business

Marketing planning in business

Marketing strategies in business

Place in business

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Product launch in business

Product life cycle in business

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Promotion in business

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