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Case Studies
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...
Rebranding a corporate image
When Will Kellogg accidentally invented a new breakfast food in Battle Creek, Michigan in 1894, he did not realise that he was on the...
Corporate Versus Product Branding – A Fine Balancing Act
This case study focuses on how Akzo Nobel, an organisation with many separate business units, an extremely diverse range of products and a large...
Positioning the brand
Few organisations operate in a static environment. As we move toward the last years of the 20th century, the pace of change in Markets...
Launching a new cinema
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...
Using planning analysts at the centre of brand development
In a competitive market, the organisations most likely to meet their objectives are those that are capable of leading rather than following changes within...
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 listen to the radio, watch television, read...
Developing a marketing plan
The NIVEA brand is one of the most recognised skin and beauty care brands in the world. NIVEA creme was first introduced in 1911...
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...
Recruitment and selection at Enterprise Rent-A-Car
Enterprise Rent-A-Car (Enterprise) was founded by Jack Taylor in 1957 in the basement of a car dealership in St Louis in the USA. The...
Investing in training to safeguard the future
Training and innovation
The Group aims to be Europe's most innovative, profitable and customer focused printing company. It is constantly looking for ways to enhance...
Building a workforce for the future
The world of work has changed dramatically in recent years. Gone are the days of jobs for life in which an individual might work...
Partnerships with people
Organisations ought to consist of people working together in an atmosphere of open co-operation. At first glance there doesn’t seem to be any commonality...
Training and development for cultural diversity
Organisations that wish to be successful in the increasingly competitive markets of the 90s must consider how to provide rewarding roles which allow their...
Motivation within a creative environment
Siemens is the engineering group that is behind many of the products and services people take for granted in their daily lives. The list...
Motivating through total reward
RBS is one of the world's leading financial services companies providing a range of retail and corporate banking, financial markets, consumer finance, insurance, and...
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...
Developing skills in a large organisation through training and development
National Grid is one of the world's largest utilities. It focuses on the delivery of energy (gas and electricity) safely, reliably, responsibly and efficiently....
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...
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...
Planning a budget
Davis Service Group is a large public limited company employing around 17,000 people. Its shares are quoted on the London Stock Exchange.
The business is...
Calculating the risks in making investment decisions
Investment decisions involve weighing up the risk and the likely rewards of various options. It is often the riskiest alternatives that yield the highest...
Interpreting and understanding accounts
How much is the business worth? Are sales growing or declining? What about cash flow? These and many other vital questions are regularly tackled...
The role of investment trusts in the capital market
The capital market enables individuals and organisations with spare capital (money which they want to invest) to channel these funds to businesses and other...
Managing trading risk
This case study examines the importance of futures trading and focuses more specifically on commodity futures trading. The futures market plays a key role...
Budgeting and strategy
What is a budget?
A budget is a financial plan that sets out, using figures, an organisation's expected future results. For planning purposes, organisations can...
Trading places
In order to make judgements about business activities, individuals require information. Accounting acts as an information system by processing business data so that interested...
The role of a multi national in developing markets
This case study shows how a multi-national corporation, Cargill, enables people throughout the world to enjoy a variety of food products and other commodities,...
Product design through research and development
Syngenta is one of the world”s largest plant science companies. It is a leader in crop protection - developing products to control weeds, pests...
Adding value through health and safety
Adding value to a product involves making it more desirable and better for the final consumer. Ways of adding value to a product or...
Supply chain from manufacturing to shelf
The Kellogg's Cornflake Company began in 1906 with the Kellogg brothers who originally ran a sanatorium in Michigan, USA. They experimented with different ways...
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...
Sustainable performance in the construction industry
Cement was invented in England in 1824 and is a key ingredient in concrete. Every year the average family uses one tonne of cement...
Creating quality customer care
Zurich Insurance Group provides insurance and other financial services to both individuals and businesses. The group has more than 130 years experience and is...
Success through managing quality, safety, customer service and cost
Walkers are the UK's biggest crisp manufacturer. The business operates the world's largest snack factory at Bursom Road, Leicester.
Walkers had a humble origin, Mr...
Implementing quality systems
A quality material, product, process, service or system is one that meets the needs of customers. Today, customers, including consumers, know what they want...
Creating strategic direction
In order to grow, a business needs to develop competitive advantage. This means that it is different or does things better than its rivals....
Thinking global acting local
Do you ever think about what goes into a motor car, a power tool or a particular type of domestic appliance? If you were...
Powering forward with a new vision
This case study outlines ways in which it is possible to change the culture of an organisation so that it retains what it sees...
The first electronic stock market
The Nasdaq Stock Market® is a world famous stock market, based in the US. Nasdaq® uses computer and telecommunications networks to trade and monitor...
Decentralisation within a book retailer
The largest specialist book retailer in the UK and Ireland is Waterstone’s. It has more than 200 branches and employs approximately 4,200 people. Organisations...
Focused, global and integrated
In the early 1930s, Jefferson Smurfit Snr saw the untapped potential of a small Dublin box factory, and with the purchase of that firm,...
Ethically serving stakeholders
One of the most interesting types of business ownership is that of a co-operative. This is because co-operatives are owned by their members, not...
Using innovation to improve performance
Within all types of organisations, managers need to constantly ask themselves ‘Where do we go from here?’ This is because, in a changing and...
Sustainable tourism in forest surroundings
The products and services that an organisation produces are the reason why it exists; timber merchants exist to sell timber, china factories to produce...
Meeting and exceeding consumer protection laws to drive competitive advantage
DSGi is the leading European specialist retailer of consumer electronics. In the UK the Group includes the well known chains of Currys, Dixons, PC...
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...
Regulating a utility
We all rely upon having access to water throughout each day every day of our lives. Think how many times over a 24 hour...
Implementing codes of conduct
All organisations have a responsibility to their stakeholders. These are individuals and groups who have a stake in the running of the organisation and...
Whitbread in the community
All organisations operate within a wider environment in which they need to carefully build up and to sustain long-term relationships. In recent times it...
Creating a corporate social responsibility strategy
Amway is one of the world's largest direct sales organisations with over 3 million Independent Business Owners (IBOs) in over 80 markets and territories....
Business ethics and corporate social responsibility
Anglo American is one of the world”s leading mining companies. It is a UK public limited company and operates on a global scale. Anglo...
Ethical business practices
The importance of ethics in business
Ethics concern an individual's moral judgements about right and wrong. Decisions taken within an organisation may be made by...
Using PESTEL to design effective strategies
When people think of rail travel they think of trains. They do not think about the infrastructure of the train network. This consists of...