Marketing Case Studies by topic

We are all familiar with Coca-Cola, Nike, Heinz, Shell and many other strong global brands. But what is a brand? Someone once described brands...

Perceptions are the ways in which consumers see and interpret information about objects such as brands and companies. For example, everyone will have a...

The environment in which an organisation competes will provide both opportunities and threats that influence its long-term strategic development. Organisations, therefore, have to analyse...

The Internet is a rapidly growing medium which enables people all over the world to share information, communicate, be entertained and conduct business. It...

Premium brands capture the public imagination when they stand out from the rest. Obvious examples are Earl Grey tea which connoisseurs recognise for its...

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...

In the 21st century, consumers really do matter and businesses that wish to prosper must address their needs. This case study illustrates the high...

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...

Why did Cadbury Schweppes choose Poland as its point of entry into the Central and Eastern European confectionery markets? Because there were a number...

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...

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....

Not so long ago, many organisations were quite prepared to take production decisions without any proper analysis of their market. Sometimes decision-makers hit on...

There is a growing consensus within society that companies should take a more active and structured approach to the relationships they have with the...

McDonald's is one of the best-known brands worldwide. This case study shows how McDonald's continually aims to build its brand by listening to its...

For modern business organisations, developing goods or services is not enough. Goods must also be available in the right quantity and at the right...

Over recent years, the changing political, social and economic environment has created a different type of competitive situation for European companies. The pace of...

In 1950, Bernard Matthews bought 20 turkey eggs and an old incubator - a total investment of £2.50. Today, Bernard Matthews is a multi-national...

Voted ‘Luxury Retailer of the Year’ in 2013, Harrods is a department store with a difference. Its unique brand is recognised across the world....

The Mars bar is part of our cultural heritage. Our parents and grandparents were brought up with Mars, and instantly recognise the product by...

Successful marketing organisations develop product ranges to meet the needs of selected groups of customers. These groups are identified by research which analyses customers’...

Each day, the average consumer makes many decisions and choices about products and brands. When doing so, he or she identifies products in a...

JD is the UK’s leading retailer and distributor of fashionable sports and casual wear. JD has a reputation as the most innovative visual merchandiser...

Kit Kat was launched in 1937. Since then, it has consistently been one of the best selling chocolate bars on the market and has...

ASOS.com is the UK's market leader in online fashion retailing. It offers own-label, branded fashion and designer goods. Its headquarters are in Camden Town...

A main source of business growth is through product innovation. New products often come from ideas. These are either new ideas or ideas for...

Every day consumers come across a wide range of product names, images, stimuli and information which appear in many different formats - in the...

On the 7th December 1992, 30 million viewers watched episode 12 of the Nescafé Gold Blend saga in which the hero Tony told Sharon...

On 18th March 1997 Royal & Sun Alliance Insurance Group plc announced that it was to sponsor Tracy Edwards MBE and an all women...

In recent years, Australia has become an increasingly desirable holiday destination for UK travellers due to its diversity as a travel destination, beaches, outback,...

BIC® is one of the global brands whose brand name is closely associated with the company's products e.g. BIC biros. In the modern world,...

Beiersdorf is the international skin care company behind the leading brands NIVEA, ELASTOPLAST, ATRIXO and EUCERIN. Over the past 10 years the company has...

For many builders and developers, it is too costly to buy plant equipment (fixed assets) outright. Instead, they hire the equipment they need from...

Businesses both shape and respond to changes in the competitive environment. In the early 1980s, the impact of information technology was changing the nature...

IKEA is an internationally known home furnishing retailer. It has grown rapidly since it was founded in 1943. Today it is the world's largest...

In increasingly competitive markets, consumers have a greater choice over where they buy their goods and services. For an organisation to meet its business...

Marketing involves finding out what your customers want and then meeting their requirements. To satisfy its customers, a business must create a successful mix...

Have you ever heard of passion in the marketing mix? How about people? Those two Ps never seem to figure alongside the famous four...