Developing a customer focused sales strategy (PDF) 
Building brand equity at Heinz (PDF) 
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Companies Case Studies
Learn from real-world examples. Explore company case studies to gain valuable insights into successful business strategies and operations.
Using sports marketing to engage with consumers
Today’s consumers have higher expectations than ever before. Dramatic improvements in media, communication and transport have made the world’s economy more connected. Products developed...
The use of social media in promotion
What do the words ‘National Trust’ mean to you? Historic houses? Gardens? An organisation that older people join? All of these are accurate, but...
Planning effective marketing strategies for a target audience
Since it was established in Germany in 1949, by Adolf Dassler, Adidas has been synonymous with the sporting industry. Today, Adidas is a global...
Creating value through the marketing mix
In increasingly competitive markets, consumers have a greater choice over where they buy their goods and services. For an organisation to meet its business...
Balancing the marketing mix through creative and innovative strategies
The Kellogg Company was founded in 1898 by W.K. Kellogg and his brother, Dr John Harvey Kellogg. Through experimentation with flaked corn, W.K. Kellogg...
Consumer focused product development
We live in a consumer driven society in which the choices made by ordinary people play a large part in shaping decisions made by...
Using market research to develop a product range
The Coca-Cola Company is the world’s leading and best known drinks supplier. Its mission statement is:
'The Coca-Cola Company exists to benefit and refresh...
How market research supports the new product development process
Market research is the process by which businesses find out about customers' needs, wants and desires. It makes possible the successful development of new...
How market research helps Portakabin to remain at the cutting edge
For over 45 years, Portakabin has been producing modular buildings that can be constructed quickly and simply. The business was founded in 1961 by Donald Shepherd....
Using market research to relaunch a brand
Market research is a systematic process used by a business to find out about its customers and its markets. A company uses market research...
Market research and consumer protection
The UK government set up the Food Standards Agency (FSA) in 2000 by Act of Parliament. It is a non-ministerial government department. This means...
Providing a customer centric service
Zurich® is a major financial services group that was founded in 1872. Its headquarters are in Zurich, Switzerland. Today, the company employs 60,000 people. It...
New products from market research
The Kellogg Company is the world's leading producer of cereals. Its products are manufactured in 18 countries and sold in more than 180 countries....
Discovering customer needs through research
Barclays is a global bank. It provides a range of financial services in 56 countries. Barclays provides retail banking services to customers, whether they...
Using market research to support decision making
Organisations that operate in the business-to-consumer (B2C) market are increasingly turning to market research to support their decision making processes. A retail business, for...
Poland a developing market
Why did Cadbury Schweppes choose Poland as its point of entry into the Central and Eastern European confectionery markets? Because there were a number...
Moments of truth – focus on customer service
Over recent years many changes have taken place in traditional service organisations. There have been many reasons for these changes. Some have been brought...
Applying the personal touch to financial services
The Co-operative Insurance Society (CIS) operates in one of the most dynamic and complex markets in the world. Insurance is one of the UKÕs...
Developing customer focus
In the business world of the 1990s organisations cannot afford to remain still. Only 32 of the top 100 of Britain’s biggest industrial companies...
Meeting customer needs for competitive advantage
Sectors of the economy
Economic activity is usually divided into 3 sectors:
1. Primary industry - involves extracting raw materials. When economies first start growing they...