Business Studies Teaching Resources

- Marketing

Below is a list of case studies taken from the Marketing section of Business Case Studies. Choose your sub topic from the list of arrowed links below the Marketing heading.

Marketing resources for teachers

Branding

  Building a brand in order to sustain its life cycle

Kellogg's Logo

About this case study:
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.

Supporting resources
Other Resources

  Brand repositioning and communications

Philips Logo

About this case study:
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’.

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Customer focus

  Identifying customers and meeting their needs

Argos Logo

About this case study:
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.

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  Responding to changing customer requirements: the drive towards Wellness

Nestlé Logo

About this case study:
As a result of carefully reading the Case Study, students should be able to: <ul><li>know that increasing numbers of people want healthier foods</li><li>understand how and why market focused companies (e.g. Nestl&eacute;) respond to such developments</li><li>know about Nestl&eacute: its size, its products and its worldwide reputation.</li></ul>

Supporting resources
Other Resources

  Making markets work well with customers

Office of Fair Trading Logo

About this case study:
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. ,

Supporting resources
Other Resources

  Meeting customer needs for competitive advantage

Portakabin Logo

About this case study:
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.

Supporting resources
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Market research

  Using market research to support decision making

JD Sports Logo

About this case study:
This case study focuses on how JD (part of JD Sports Fashion PLC), the UK’s leading retailer of fashionable sports and leisure wear, uses market research to support and develop its business.

Supporting resources
Market research
Other Resources

  Discovering customer needs through research

Barclays Logo

About this case study:
The case study shows how market research enabled Barclays to improve its student account offer.

Supporting resources
Other Resources

  New products from market research

Kellogg's Logo

About this case study:
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.

Supporting resources
Other Resources

  Providing a customer-centric service

Zurich Logo

About this case study:
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'.

Supporting resources
Other Resources

  Using market research to relaunch a brand

first direct Logo

About this case study:
This case study shows how first direct has used market research to revitalise its brand.

Other Resources
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Flow chart illustrating the relationship and benefits of primary and secondary research. Digital download prints in A3 size. – £3.49

  How market research supports the new product development process

Beiersdorf Logo

About this case study:
This case study describes the stages of market research which contribute to successful new product development and launch.

Other Resources

  Using market research to develop a product range

Coca-Cola Great Britain Logo

About this case study:
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.

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Marketing mix

  Using sponsorship to increase brand awareness

Infiniti Logo

About this case study:
This case study illustrates how Infiniti formed its partnership with the Red Bull Racing F1 team to increase its global brand awareness, enter new markets and increase its market share in the luxury car market.

Supporting resources
Marketing mix
Other Resources

  Creating value through the marketing mix

Aldi Logo

About this case study:
This case study focuses on the marketing strategies used by Aldi to increase its market share and encourage loyal customers.

Supporting resources
Marketing mix
Other Resources

  Planning effective marketing strategies for a target audience

adidas Logo

About this case study:
This case study demonstrates how adidas used innovative marketing strategies in its sponsorship deal with the London 2012 Olympic Games to engage with young consumers in the UK and across the globe.

Supporting resources
Marketing mix
Other Resources

  The use of social media in promotion

National Trust Logo

About this case study:
This case study looks at how the National Trust is now adopting a new strategy and modern marketing techniques to excite a younger audience, generate new members and enhance its position as an employer with young people.

Supporting resources
Marketing mix
Promotion
Other Resources

  Using the marketing mix to drive change

Parcelforce Worldwide Logo

About this case study:
This case study explores how Parcelforce Worldwide responded to increased competition by using the marketing mix or 4Ps.

Supporting resources
Price
Product
Other Resources

  Creating a winning marketing mix

JD Sports Logo

About this case study:
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.

Supporting resources
Price
Promotion
Other Resources

  Using sports marketing to engage with consumers

Kia Motors Logo

About this case study:
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.

Supporting resources
Marketing
Promotion
Other Resources
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Highlights how Kia's marketing strategy, marketing objectives and above and below the line promotional activity all focus on sports sponsorships. Digital download prints in A3 size. – £3.49

  The marketing mix in the food industry

McCain Foods Logo

About this case study:
This case study shows how McCain combines all four parts of the marketing mix to develop its marketing strategy.

Supporting resources
Other Resources

  Live, breathe and wear passion

Diesel Logo

About this case study:
This case study looks at how Diesel promotes its products and the brand.

Supporting resources
Other Resources

  Protecting the marketing mix through intellectual property rights

Intellectual Property Office Logo

About this case study:
This case study looks at how one technology company, Forensic Pathways, has used these legal safeguards for a new development.

Supporting resources
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Diagram highlighting the process of market research leading to the 4 Ps and the importance of protecting the product / idea. Digital download prints in A3 size. – £3.49

  Using the marketing mix in the fashion industry

Ben Sherman Logo

About this case study:
This case study examines how Ben Sherman uses the marketing mix to help the business remain competitive and extend its market share and influence.

Other Resources
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Chart exemplifying how use of the marketing mix drives Ben Sherman's marketing strategies and enhances its position in the market Digital download prints in A3 size. – £3.49

  Sponsorship as part of the marketing mix

Ford Logo

About this case study:
This case study helps students understand how effective sponsorship involves all 4Ps of the marketing mix.

Supporting resources
Other Resources

  Re-focussing a company's culture and marketing mix

Argos Logo

About this case study:
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,

Supporting resources
Other Resources

  Using new product development to grow a brand

Kellogg's Logo

About this case study:
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.

Supporting resources
Other Resources

  Meeting customers' needs

Travis Perkins Logo

About this case study:
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.

Supporting resources
Other Resources

  Re-branding a Corporate Image

Kellogg's Logo

About this case study:
This case study looks at the Kellogg's brands and considers both the branding of the corporate image and the individual products. How have they developed and how are they maintained?

Supporting resources
Other Resources

Marketing planning

  How the role of marketing drives business forwards

Portakabin Logo

About this case study:
This case study shows how Portakabin uses marketing to identify and anticipate customer needs and then meet them.

Supporting resources
Other Resources

  Developing a marketing plan

NIVEA Logo

About this case study:
The study focuses on how a company can respond to changes in consumer expectations, external influences and business aims to achieve those objectives.

Supporting resources
Other Resources

  Responding to an Emerging Market

Portakabin Logo

About this case study:
This case study looks at how the Portakabin operations exhibit the kind of good practice that the Construction Task Force wants to see the whole industry adopt. In particular, it demonstrates how Portakabin is 'ahead of the game' by being customer-led and responsive to the changing business environment.

Supporting resources
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Marketing strategies

  Marketing and product strategies for growth

Enterprise Rent-A-Car Logo

About this case study:
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.

Supporting resources
Ansoffs matrix
Other Resources

  Marketing strategy for growth

Wilkinson Logo

About this case study:
This case study focuses on how Wilkinson created and implemented a marketing strategy to grow the business, using the findings of its market research.

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Ansoff's matrix used to highlight the marketing strategies available to Wilkinson and which used for the student campaign. Digital download prints in A3 size. – £3.49

  Developing competitive marketing strategies

Amway Logo

About this case study:
This case study illustrates how Amway, after analysing its business operations and performance, moved its business forward by choosing an appropriate marketing strategy.

Supporting resources
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Place

Product

  Product development, innovation and the product life cycle

Portakabin Logo

About this case study:
The case study focuses on the processes involved in creating the Yorkon Building System and the role of marketing in launching the new product.

Supporting resources
Marketing mix the product life cycle and new product development
Other Resources

  Growing a business by developing products and markets

Beiersdorf Logo

About this case study:
This case study helps students understand how developing products and markets influences business growth.

Supporting resources
Lesson suggestions
Other Resources

Product launch

  Bringing an innovative product to market: Assure®

Corus Logo

About this case study:
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.

Supporting resources
Other Resources

  Developing new products

Gillette Logo

About this case study:
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.

Supporting resources
Other Resources

Product life cycle

  Balancing the product portfolio to satisfy customer demand

JD Sports Logo

About this case study:
This case study shows how JD balances its product portfolio to continually sell products that customers want to buy at prices they are prepared to pay.

Supporting resources
The product life cycle
Other Resources

  The product life cycle and online fashion

asos.com Logo

About this case study:
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.

Supporting resources
Other Resources

  Extending the product life cycle

Kellogg's Logo

About this case study:
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.

Other Resources

  Market leadership in the 3G market

Hutchison 3G Logo

About this case study:
This case study shows how use of the product life cycle as part of a marketing strategy can lead to market leadership.

Supporting resources
Other Resources

  Linking promotional activity to the product life cycle

BIC Logo

About this case study:
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.

Supporting resources
Other Resources

Product portfolio

Promotion

  Using promotion to position a brand

Hi-Tec Sports Logo

About this case study:
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.

Supporting resources
Above the line promotion
Below the line promotion
Other Resources

  Using promotion to campaign for public services

UNISON Logo

About this case study:
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.

Supporting resources
Above the line promotion
Below the line promotion
Other Resources
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Demonstrates the purpose of promotion in the context of UNISON, looking at business objectives, above and below the line activity and evaluation of the promotional activity. Digital download prints in A3 size. – £3.49

  Engaging consumers through word of mouth marketing

Red Bull Logo

About this case study:
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.

Supporting resources
Marketing
Promotion
Other Resources

  Promoting the brand

Portakabin Logo

About this case study:
This case study explores how Portakabin uses market analysis to identify customer requirements and promote its brand.

Supporting resources
Other Resources

  Using promotional strategies to connect with stakeholders

Connexions Card Logo

About this case study:
This case study helps students understand how organisations promote with customers and communicate with other stakeholders.

Supporting resources
Other Resources

  Revitalising a valued character

Kellogg's Logo

About this case study:
Frosties is one of Kellogg's core products. With Frosties comes Tony the Tiger. This case study focuses on how and why Kellogg's recently decided to revitalise Tony.

Supporting resources
Other Resources

  The advantages of sponsorship

Vodafone Logo

About this case study:
This case study examines how two businesses that have global appeal are co-operating to achieve their shared visions for their companies and brands.

Supporting resources
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Segmentation

Swot

  Securing a market leading future through SWOT analysis

Hewden Logo

About this case study:
This case study looks at a SWOT analysis of Hewden’s operations to demonstrate how its findings inform its future strategies.

Supporting resources
Swot analysis
Other Resources

  SWOT analysis and sustainable business planning

IKEA Logo

About this case study:
This case study will show why IKEA believes a strong environmental stance is good business practice.

Supporting resources
Other Resources
Downloadable ePoster available
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Diagram outlining the strengths, weaknesses, opportunities and threats for IKEA. Digital download prints in A3 size. – £3.49

  SWOT analysis in action

Skoda Logo

About this case study:
The case study shows how Å koda UK transformed its brand image and built its competitive edge using SWOT analysis.

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Downloadable ePoster available
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SWOT diagram highlighting factors Skoda addressed in enhancing brand perception. Digital download prints in A3 size. – £3.49

  Customer-led innovation in a competitive market

Abbey Logo

About this case study:
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.

Supporting resources
Other Resources

  Managing change: a new approach to legal services

Legal Services Commission Logo

About this case study:
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.

Supporting resources
Other Resources

What is ‘Marketing’?

Marketing case studies explain the purpose of the marketing function and the process of marketing planning.

Case study topics covered include:

  • The role of market research in analysing customer requirements
  • SWOT analysis to map strengths, take advantage of opportunities or counter threats
  • Setting marketing objectives - product- versus market-orientation
  • Achieving balance in the marketing mix (product, price, place, promotion) to help achieve competitive advantage
  • Which marketing strategies (Ansoff's matrix - market penetration, market development, product development, diversification) should a business choose to fit different needs
  • The strategies for marketing products at different stages of the product lifecycle.
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