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Companies Case Studies
Superbrand sponsorship
Vodafone sponsors several leading sporting brands including the record breaking Ferrari Formula 1 motor racing team and Manchester United, one of the world's most...
Strategy competitive advantage and the promotional mix
Mission and market
A mission statement sets out why an organisation exists. Having a mission statement helps to clarify what the business is trying to...
The vital role of sales at Kraft Foods UK
Kraft Foods Inc. is the world's second-largest food and beverage company with revenues in 2005 of over $34 billion. Kraft Foods is classified as...
Using promotion to boost sales and brand value
How much cereal do you eat? Who makes most of it? The British are almost the biggest consumers of cereal in the world, second...
Injecting new life into the product life cycle
Injecting new life into a brand
The Polo mint is a British institution - 'The mint with the hole'. Everyone is familiar with Polo and can clearly...
Reshaping a well known brand
Consumers make many different buying decisions every day. It is important that large companies developing products for the consumer market-place understand the many factors...
Long term maintenance of a classic brand name
Kit Kat was launched in 1937. Since then, it has consistently been one of the best selling chocolate bars on the market and has...
Kit Kat revitalising a brand leader
All products have a life-cycle. It starts with preparations for the product's launch, followed by the launch itself. Some products are an immediate success;...
An enterprising approach to a marketing re launch
Enterprising businesses must be able to re-invent themselves and their products. This is because consumer expectations change over time and other elements of the...
Creating a sustainable chocolate industry
Whenever market researchers report on UK consumers' favourite purchases, chocolate-based products feature strongly. Chocolate is a key ingredient of many products we enjoy e.g....
Managing Stock To meet Customer Needs
McDonald's is one of only a handful of brands that command instant recognition in virtually every country in the world. It has more than...
Building a sustainable supply chain
It is easy to think about the present without considering the future. Consumers want more goods and services to improve their standard of living....
Supply chain from manufacturing to shelf
The Kellogg's Cornflake Company began in 1906 with the Kellogg brothers who originally ran a sanatorium in Michigan, USA. They experimented with different ways...
Managing the supply chain to meet customer needs
It is easy to take for granted everyday fast-moving consumer goods (FMCG) such as bread. When consumers go to a corner shop or the...
Developing a sustainable supply chain to add value
Lafarge may not be a company name that you would quickly recognise but its products and expertise have helped to create some of the...
Creating shared value in the supply chain
Nestlé is the world’s leading nutrition, health and wellness company. It employs around 330,000 people and has 461 factories in 83 countries around the...
The importance of sustainable purchasing and supply
What would happen if Christmas trees were not available until Easter? How would you feel if you tried to buy a coffee at your...
Taking a long term view developing fuels for the future
How we use oil is becoming an increasingly important issue. There has been growing concern over society's dependence on oil, the impact of vehicle's...