Marketing Case Studies by topic

This case study focuses on how Akzo Nobel, an organisation with many separate business units, an extremely diverse range of products and a large...

A marketplace is divided into consumer markets and organisational markets. In organisational markets, businesses sell goods or provide services to other business organisations. Buyers...

Branding of a product is important for both buyers and sellers. For buyers, branding reduces the random nature of product selection. It helps them...

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...

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...

Over recent years many changes have taken place in traditional service organisations. There have been many reasons for these changes. Some have been brought...

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

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

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....

This market research case study illustrates customer orientation by showing how Yorkshire Building Society has carried out detailed research into the financial requirements of young people...

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...

'The industry as a whole is under-achieving.' This was the verdict of the Construction Task Force, led by Sir John Egan, in July 1998....

Portakabin designs and delivers modular buildings. It provides clients with inspiring buildings of outstanding quality. Its original market was the construction industry, with its portable...

The NIVEA brand is one of the most recognised skin and beauty care brands in the world. NIVEA creme was first introduced in 1911...

It is very important that a company develops a coherent marketing strategy for the launch of each individual product in its portfolio. It is...

BSkyB will primarily be remembered as the company which changed the face of UK broadcasting, through reflecting our changing lifestyles as we move towards...

Organisations should learn from the past but not live in the past. This case study focuses on the way in which Heinz decided to...

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

Business organisations prosper in proportion to their ability to add value to products. The value they create is measured in terms of consumer satisfaction....

When a new product is launched, which is subtly different from existing brands and the new arrival is successful this often leads to hectic...

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...

Businesses need to set themselves clear aims and objectives if they are going to succeed. The Kellogg Company is the world's leading producer of...

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...

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

The financial world used to be straightforward for consumers. They knew where to go and who to ask for the financial products they needed....

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...

Young people leaving compulsory schooling must be motivated to continue learning and gain useful work skills. It is a big problem in all areas...

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

Today we live in a global community as global citizens where we have become increasingly conscious about sharing the planet with people from other...

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

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 1895 in Czechoslovakia, two keen cyclists, Vaclav Laurin and Vaclav Klement designed and produced their own bicycle. Their business became Skoda in 1925....

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

McCain Foods was founded in 1957 in Canada by the McCain brothers Harrison, Wallace, Robert and Andrew. McCain Foods is now the largest chip...

Changing the culture at Argos A company's culture is based on the values and beliefs that are shared across the organisation. It is challenging yet...

A business that grows is often better placed to meet its customers' needs. Growth can also help a business to stay ahead of its...