Marketing Case Studies by topic

United Biscuits (UB) is an international foods business operating in 24 countries. The company manufactures, markets and distributes biscuits, savoury snacks and frozen and...

One of the most critical times for young people is when they have their first opportunity to leave school. Although leaving school at 16...

Philips was established in 1891 and made lightbulbs - a simple product. Throughout the years the company increased its portfolio into technology products that...

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

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 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...

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

Market research is a systematic process used by a business to find out about its customers and its markets. A company uses market research...

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...

Barclays is a global bank. It provides a range of financial services in 56 countries. Barclays provides retail banking services to customers, whether they...

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...

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

'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....

Global marketing has become a reality, the product most representative of this process is Coca-Cola's Robert Woodruff, former chairman of The Coca-Cola Company stated...

Twenty years ago sponsorship of the arts developed as a way of funding tours, performances and exhibitions. If it had not been for corporate...

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

A successful business strategy sets out the long-term direction for an organisation and allows it to respond to the changing business environment in which...

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

Mr King C. Gillette devised and marketed the first safety razor in 1901. In a short space of time, Gillette converted his idea into...

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...

Most large companies produce a variety of goods and services designed to meet consumers' needs and requirements. Consumers' expectations and requirements change over time,...

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;...

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

In today’s society, consumers are bombarded with promotional  messages from organisations. Consumers receive these messages when they listen to the radio, watch television, read...

Few consumers buy products at random. This is particularly true for durable products, such as washing machines, freezers and cars, which are likely to...

Advertising is a tricky business. Successful advertisers are those who, over the long term, make the fewest mistakes. No matter how well an advertisement...

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...

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

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...

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

In today’s rapidly changing business world, managers are repeatedly faced with a series of problems requiring a range of solutions. Although everyday problems are...

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

NIVEA is an established name in high quality skin and beauty care products. It is part of a range of brands produced and sold...