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Case Studies
Launching high end technology products
It is very important that a company develops a coherent marketing strategy for the launch of each individual product in its portfolio. It is...
Using market research to develop a product range
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...
Partnership through sponsorship
Twenty years ago sponsorship of the arts developed as a way of funding tours, performances and exhibitions. If it had not been for corporate...
Developing products and services to meet market demand
Intelligent business organisations understand the 'fit' between their products and their markets. Over time, companies develop strengths that need to be developed in a...
Sponsoring the Nationwide Football League
Every day consumers come across a wide range of product names, images, stimuli and information which appear in many different formats - in the...
Building on a brand
HMV has one of the world's most instantly recognisable trademarks and its name is inextricably linked with the history of recorded music. Few, if...
Innovation in infant nutrition
In the modern world, many consumers have opportunities to buy and use an ever-increasing range of goods and services. Firms continually develop new products...
Extending the product life cycle
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...
Creating a market
In 1950, Bernard Matthews bought 20 turkey eggs and an old incubator - a total investment of £2.50. Today, Bernard Matthews is a multi-national...
Managing workforce requirements
ScottishPower currently supplies electricity and gas to over five million homes and businesses in the UK and operates an extensive electricity transmission and distribution...
Tarmacs functions working together towards its mission statement
Tarmac was formed in 1903 as TarMacadam Syndicate Limited. The original name came from the developer of the modern road construction system John MacAdam....
Using effective communications
Although they might not know it, when people are at work they engage in the process of communication all the time. For example, they...
Meeting business needs through workforce planning
Constant change places demands on organisations. To meet these challenges, organisations need to be dynamic and adaptable. They need to have the right people...
Using diversity and inclusion to provide better service
Tesco is the UK’s leading retailer, serving millions of customers every day. It also employs more people than any other company, with over 300,000...
Creating a new way of working based on trust
In recent years this pattern has changed. We have seen the stripping out of layers of bureaucracy as organisations have become leaner and flatter....
Organisational structure in an innovative environment
Founded just 15 years ago, Capco is a leading international provider of consulting, managed services and technology solutions for the financial services industry. With...
Involving employees in meeting corporate objectives
Effective Human Resource Development (HRD) involves matching an organisation's needs with the needs of its employees. For example, an organisation's corporate objectives may include...
Motivational theory in practice at Tesco
Tesco began in 1919 with one man, Jack Cohen, a market stallholder selling groceries in London. Tesco was formed out of a merger with T.E....
Assessing a major infrastructure project
The development of a transportation system which links up places both within the UK and across the world has enabled people, goods and services...
The importance of accounting standards
PricewaterhouseCoopers was created in July 1998 by the merger of two firms - Price Waterhouse and Coopers & Lybrand - each with historical roots...
Investing in natural gas drilling down into the risks
Investment decisions involve weighing up the risk and the likely rewards of various options. It is often the riskiest alternatives that yield the highest...
Using cost benefit analysis to appraise investments
Every morning millions of people in the UK have a bath or shower, make a cup of tea and wash the dishes before they...
Financial statements and reporting
Limited companies (those owned by shareholders) are required by law to produce Financial Statements. These statements must be published and made available to shareholders...
Private Finance Initiatives
PricewaterhouseCoopers was created in 1998 by the merger of two firms - Price Waterhouse and Coopers & Lybrand - each with historical roots going...
The role of asset management
British Aerospace is a world leader in aerospace and defence with annual sales exceeding £8 billion and an order book of more than £22...
Costing aircraft components
When we think about the cost of an aircraft, we tend to think of the cost of buying the product rather than the costs...
The business mission of Britannia
Britannia is the third largest UK building society, with group assets exceeding £16 billion. Following the conversion to plc status of a number of...
Building an airline through brand values
Anybody who has bought a car will tell you that there are tangible points of difference which affect their decision to make a purchase....
Delivering a superior customer experience
The reputation of a business may be affected by what its customers think and say about its products or services. This is driven by...
Solving complex supply chain problems
Making products available, wherever they are required, benefits customers. Although customers do not actually view the operation of supply chains, they value product availability...
Staying ahead embracing new technologies in a new digital world
Today we live in a digital world in which information can be communicated rapidly and efficiently, and in which images, sound and text are...
Operating globally through technology
This case study focuses on how information technology enables Morgan Stanley Dean Witter to operate within the global financial market place and maintain a...
Innovation research and development
The Dyson Dual CycloneTM is the first breakthrough in vacuum cleaner technology since 1901. In 1979, James Dyson noticed that his bag vacuum cleaner...
The importance of customer service at Enterprise Rent-A-Car
Most people probably think they know what Enterprise Rent-A-Car does. It is in the car rental business and operates a fleet of more than...
Using IT to energise sales and marketing
Information technology is causing fundamental change in almost every organisation and market-place. The effective application of such technologies has become a key resource central...
From bean to bar the production process
Most of us love chocolate in one form or another and every week a typical UK citizen spends around £1.80 on it. Amazingly, UK...
A customer centred approach to providing insurance
One approach to business is to develop a product and then look for customers. However, for many businesses the customers come first. They adopt...
Building a joint venture in an emerging market
Burmah Castrol is a leading international marketer of specialised lubricant and chemical products and services. With operations in over 50 countries, Burmah Castrol employs...
A vision for a smarter world
Inventions, literary works, music and design are all intangible assets. The legal right to these ‘creations of the mind’ is referred to as Intellectual...
Meeting needs in a competitive sector
Go-Ahead is one of the UK's leading providers in the fields of bus, rail and aviation support services. The company employs over 24,000 people...
Money markets and more
The business environment of today is more complex, faster moving and more volatile than ever. In order to survive in such an environment, businesses...
Generating cash for growth
Successful organisations are able to compete in tough environments.
To do this, they need:
capable managers who are willing to face facts and make hard decisionsexcellent...
Building community partnerships
In recent years, there has been a profound change in the financial services industry, with increasing competition coming from companies not normally associated with...
The business of reinvention
Today we live in a highly competitive world in which only one thing is certain for companies - change. Intelligent companies continually seek to...
Entering overseas markets
Provident Financial was founded in West Yorkshire, England in 1880 by Joshua Waddilove. The company’s headquarters are still based in West Yorkshire. However Provident...
Competing in a highly regulated environment
Most UK citizens are familiar with the National Lottery and its potential for making millionaires of people who manage to select the ‘winning’ 6...
The value of Responding to a changing market
There is little doubt that energy is central to our lives. Indeed, it is impossible to imagine our offices, schools or homes without energy....
The launch of a new trust
All organisations must serve the needs of their customers. These needs change over time, making it necessary for business organisations to adapt their existing...
Socially responsible investment
In the business world, ‘investment’ has two separate but related meanings. For many producers, ‘investment’ means spending money in ways that add to the...
Working for sustainable development in the primary industry
Primary industries include farming, forestry, fishing, mining, quarrying and oil supply. They are the starting point for nearly all production. Mined raw materials include...
Business principles in action nutritional labelling
Consumers have higher expectations than ever before. They want products to match these expectations. They also want accurate, up-to-date and useful information about what...
Feeding and fuelling the world through technology
There are 6.7 billion people living on the planet and this number is expected to exceed 9 billion by 2050. The need for food...
The importance of social responsibility
A good business is also a good citizen. As well as making a profit by supplying products or services that people want to buy,...
Championing competition
An Office of Fair Trading case study
We live in an economic system that is generally good at channelling scarce resources towards meeting consumers' needs....