Tag: Marketing Strategies

Subscribing to broadcasting success

BSkyB will primarily be remembered as the company which changed the face of UK broadcasting, through reflecting our changing lifestyles as we move towards the 21st century. BSkyB also created a new...

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 company with a turnover in excess of £400m,...

Marketing strategy

A strategy is a long-term plan to achieve certain objectives. A marketing strategy is therefore a marketing plan designed to achieve marketing objectives. For example, marketing objective may relate to becoming the...

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 goal. Strategic managers have to make many decisions....

How Mars transformed the ice cream market

There is a substantial ice cream market in the UK. In recent years it has been transformed by the development of new product lines and by the entry of new firms into...

Partnership through sponsorship

 Introduction Twenty years ago sponsorship of the arts developed as a way of funding tours, performances and exhibitions. If it had not been for corporate sponsorship, many orchestras, ballet or opera companies might...

Direct marketing

 Introduction Life in Western economies today is often said to take place in ‘a consumer society.’ The beginning of the ‘age of the consumer’ is associated with the period just after the Second...

Building brand equity at Heinz

 Introduction Organisations should learn from the past but not live in the past. This case study focuses on the way in which Heinz decided to alter the way in which it promoted its...

Sky and the digital revolution

 Introduction Television is moving into a radical new era, heralding the most exciting televisual developments of your lifetime. Increasingly viewers will take charge of their own entertainment in the home. Digital television will...

The repositioning of Hobnobs

 Introduction United Biscuits (UB) is an international foods business operating in 24 countries. The company manufactures, markets and distributes biscuits, savoury snacks and frozen and chilled foods, has leading market positions in the...

Building a business in Europe

Over recent years, the changing political, social and economic environment has created a different type of competitive situation for European companies. The pace of change has created many new challenges for nearly...

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 of equal importance that these strategies are compatible...

Refocusing a product

 Introduction In May 2001, at the Sony Radio Awards, Radio 2 was named Station of the Year for the second time in 3 years. This success represented a massive change in the fortunes...

Developing competitive marketing strategies

 Introduction All organisations face an external business environment that constantly changes. Sometimes these changes are slight eg minor amendments to regulations or a new firm entering the market as a 'small player'. At...

Developing products and services to meet market demand

 Introduction Intelligent business organisations understand the 'fit' between their products and their markets. Over time, companies develop strengths that need to be developed in a positive way. They adapt what they do best...
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