Marketing
Understand the purpose of the marketing function in the business studies curriculum, see real life examples within our case studies with downloads
Branding
Creating value brand management
The environment in which an organisation competes will provide both opportunities and threats that influence its long-term...
Building a fashionable brand image
Perceptions are the ways in which consumers see and interpret information about objects such as brands and...
Branding strategies to create value
The ultimate aim of any business is survival. At least five groups want to see a company...
Revolution in retailing
The use of technology in the retailing environment has created a massive change in expectations about how...
Competitive Advantage
The Freeserve solution
The Internet is a rapidly growing medium which enables people all over the world to share information,...
Developing a competitive edge
Premium brands capture the public imagination when they stand out from the rest. Obvious examples are Earl...
Customer Focus
Developing customer focus
In the business world of the 1990s organisations cannot afford to remain still. Only 32 of the...
Building a local retail strategy
In the 21st century, consumers really do matter and businesses that wish to prosper must address their...
Building sound customer relationships
Royal & SunAlliance is one of the world’s major insurers, with operations in around 50 countries it...
Developing long-term customer relationships
In recent years, rapid advances in technology have led to the growing importance of information and communications...
International Marketing
Poland a developing market
Why did Cadbury Schweppes choose Poland as its point of entry into the Central and Eastern European...
Market Research
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...
How market research helps Portakabin to remain at the...
For over 45 years, Portakabin has been producing modular buildings that can be constructed quickly and simply. The business...
Providing a customer centric service
Zurich® is a major financial services group that was founded in 1872. Its headquarters are in Zurich, Switzerland....
Market research and consumer protection
The UK government set up the Food Standards Agency (FSA) in 2000 by Act of Parliament. It...
Marketing Planning
Social marketing in the new millennium
There is a growing consensus within society that companies should take a more active and structured approach...
Developing a marketing plan
The NIVEA brand is one of the most recognised skin and beauty care brands in the world....
The marketing process
McDonald's is one of the best-known brands worldwide. This case study shows how McDonald's continually aims to...
Responding to an emerging market
'The industry as a whole is under-achieving.' This was the verdict of the Construction Task Force, led...
Marketing Strategies
Refocusing a product
In May 2001, at the Sony Radio Awards, Radio 2 was named Station of the Year for...
Developing competitive marketing strategies
All organisations face an external business environment that constantly changes. Sometimes these changes are slight eg minor...
Cause marketing Vodafone’s partnership with the National Autistic Society
Successful companies act as role models to other businesses and the wider community. To achieve this role...
Identifying and creating new markets a new strategy for...
Nearly everyone is aware of Intel. It is the world's fifth most valuable brand valued at around...
Product Launch
Getting the right message across the relaunch of Mars
The Mars bar is part of our cultural heritage. Our parents and grandparents were brought up with...
Re generating a mature market
Conventional wisdom tells us that most products have a limited life-cycle. Initially the product may flourish and...
No 7 the relaunch of a brand
When a new product is launched, which is subtly different from existing brands and the new arrival...
Partnership in action
Business organisations prosper in proportion to their ability to add value to products. The value which they...
Product Life Cycle
Extending the product life cycle
Businesses need to set themselves clear aims and objectives if they are going to succeed. The Kellogg...
The product life cycle and online fashion
ASOS.com is the UK's market leader in online fashion retailing. It offers own-label, branded fashion and designer...
Maintaining the competitiveness of a global brand
Founded in Ada, Michigan in 1959, Amway has become one of the largest 'Direct Selling' companies in...
Reshaping a well known brand
Consumers make many different buying decisions every day. It is important that large companies developing products for...
Product Portfolio
Achieving growth through product development
A main source of business growth is through product innovation. New products often come from ideas. These...
Promotion
Using promotion to boost sales and brand value
How much cereal do you eat? Who makes most of it? The British are almost the biggest...
Sponsoring the Nationwide Football League
Every day consumers come across a wide range of product names, images, stimuli and information which appear...
Engaging consumers through word of mouth marketing
In today’s society, consumers are bombarded with promotional messages from organisations. Consumers receive these messages when they...
The making of a box
This case study examines the means by which the Jefferson Smurfit Group’s basic product – the box...
Segmentation
Using global segmentation to grow a business
Today we live in a global community as global citizens where we have become increasingly conscious about...
Focusing on a brand product range
Amway is a global company which has built its success on direct selling. Direct selling is different...
Honour the past invent the future
BIC® is one of the global brands whose brand name is closely associated with the company's products...
Segmentation
Beiersdorf is the international skin care company behind the leading brands NIVEA, ELASTOPLAST, ATRIXO and EUCERIN. Over...