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Marketing Case Studies by topic
Revolution in retailing
The use of technology in the retailing environment has created a massive change in expectations about how customers expect to shop in the future....
How a brand promise drives change in a multinational organisation
Philips was established in 1891 and made lightbulbs - a simple product. Throughout the years the company increased its portfolio into technology products that...
The importance of building a strong brand image
In the modern business world, an organisation’s brand image can be as important as the goods or services it produces. A strong brand image...
The Freeserve solution
The Internet is a rapidly growing medium which enables people all over the world to share information, communicate, be entertained and conduct business. It...
Developing a competitive edge
Premium brands capture the public imagination when they stand out from the rest. Obvious examples are Earl Grey tea which connoisseurs recognise for its...
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...
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...
A 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...
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...
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 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...
Meeting customer needs – young savers
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 marketing process
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...
Responding to an emerging market
'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....
Reaching customers through direct selling
For modern business organisations, developing goods or services is not enough. Goods must also be available in the right quantity and at the right...
Sky and the digital revolution
Television is moving into a radical new era, heralding the most exciting televisual developments of your lifetime. Increasingly viewers will take charge of their...
Marketing and product strategies for growth
As an organisation develops a strategy, it is not making short-term decisions. Instead, it is creating a pathway that leads to a long term...
Increasing brand awareness through social media communications
Voted ‘Luxury Retailer of the Year’ in 2013, Harrods is a department store with a difference. Its unique brand is recognised across the world....
Creating a redical new pension
In order to enjoy a comfortable retirement, individuals need to take responsibility for their future. Creating a pension should not be delayed as there...
Building a photographic system around the user
In its simplest form marketing answers the question - What does the customer want to buy? A key definition of marketing is: Marketing is...
Bringing an innovative product to market
Few markets remain in the same state for long. In some cases consumers needs change with some companies choosing to respond. Depending on the...
Balancing the product portfolio to satisfy customer demand
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...
Maintaining the competitiveness of a global brand
Founded in Ada, Michigan in 1959, Amway has become one of the largest 'Direct Selling' companies in the world with nearly three million Independent...
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...
Achieving growth through product development
A main source of business growth is through product innovation. New products often come from ideas. These are either new ideas or ideas for...
Improving a leading brand
Fast-developing organisations have a range of business objectives that provide a direction for their actions and drive them forward, particularly in markets that are...
Creating consumer demand for SKY TV through sports
Successful marketing involves providing consumers with the goods and services they require, where they want them and when they want them. In this country,...
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...
Targeting a market segment
In recent years, Australia has become an increasingly desirable holiday destination for UK travellers due to its diversity as a travel destination, beaches, outback,...
Honour the past invent the future
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,...
Segmentation
Beiersdorf is the international skin care company behind the leading brands NIVEA, ELASTOPLAST, ATRIXO and EUCERIN. Over the past 10 years the company has...
SWOT analysis in action
In 1895 in Czechoslovakia, two keen cyclists, Vaclav Laurin and Vaclav Klement designed and produced their own bicycle. Their business became Skoda in 1925....
Securing a market leading future through SWOT analysis
For many builders and developers, it is too costly to buy plant equipment (fixed assets) outright. Instead, they hire the equipment they need from...
SWOT analysis and sustainable business planning
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...
Creating the right marketing mix
Marketing involves finding out what your customers want and then meeting their requirements. To satisfy its customers, a business must create a successful mix...
The use of the marketing mix in product launch
NIVEA is an established name in high quality skin and beauty care products. It is part of a range of brands produced and sold...
Sponsorship and the marketing mix
Vodafone is the world’s largest mobile telecommunications community, employing over 65,000 staff and with over 130 million customers. The business operates in 26 countries...