Marketing Case Studies by topic

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

When consumers decide to buy something, they not only want to know what they are buying, they also want to be confident of having...

This case study examines an exciting new product idea from Australia - the Yowie - and shows how it is a good example of...

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...

Customer service describes the activity of identifying and satisfying customer needs and, over time, exceeding customer expectations. This case study focuses on how Standard...

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...

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

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...

We live in a consumer driven society in which the choices made by ordinary people play a large part in shaping decisions made by...

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

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...

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

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

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

Intelligent business organisations understand the 'fit' between their products and their markets. Over time, companies develop strengths that need to be developed in a...

Successful companies act as role models to other businesses and the wider community. To achieve this role model status they must be committed to...

Conventional wisdom tells us that most products have a limited life-cycle. Initially the product may flourish and grow, eventually the market will mature and...

This case study focuses on the launch of a new cleaning product by the multinational organisation, Amway. It considers some of the processes which...

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

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

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...

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...

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

Vodafone sponsors several leading sporting brands including the record breaking Ferrari Formula 1 motor racing team and Manchester United, one of the world's most...

The Internet is a powerful means for organisations to communicate with customers. A well constructed website enhances marketing and selling activities. Marketing is concerned...

This case study looks at the turn-round in the fortunes of Skoda which has come about through investment in new technology, management training, product...

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...

Amway is a global company which has built its success on direct selling. Direct selling is different from the more traditional distribution channels: customers...

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

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

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

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...

The Kellogg Company was founded in 1898 by W.K. Kellogg and his brother, Dr John Harvey Kellogg. Through experimentation with flaked corn, W.K. Kellogg...

Pricing is one of the most important decisions made by any business organisation. Economists use the term market clearing price to identify a price...