This e-book is the first of three marketing focused volumes and collects together many of the vital aspects of marketing, from branding to segmentation, in 20 unique case studies. Teachers who choose the ‘Network License’ can give access to their entire school or university.
The e-book is a practical tool for students starting their GSCEs right through to those studying for degrees, it helps to familiarise you with the marketing side of the business studies curriculum. It offers comprehensive and understandable case studies that reflect the real and changing face of modern business, allowing you to see exactly what’s needed to re-launch a brand or how business provides a customer-centric service. You can gain a real insight into what makes the marketing world tick, from responding to changing customer requirements to market research and how the role of marketing drives businesses forward.
By reading the studies, you are proactively engaging with marketing methods, both in the classroom and at home, gaining an in-depth understanding that will help you exceed in your exams and equip you with lifelong knowledge. Teachers can use the e-book to correctly illustrate real-world business concerns in an engaging and easy-to-read way.
- Building a brand in order to sustain its life cycle
This case study explains the term ‘product life cycle’ and demonstrates that research is needed to identify the best way of injecting new life into brands and products.
- Brand repositioning and communications
This case study explains what is meant by repositioning and why Philips carried out qualitative and quantitative research to identify an appropriate position for their brand.
- How a brand promise drives change in a multinational organisation
This case study helps students understand how companies re-position themselves to consumers through communication and product development and enhancement.
- Identifying customers and meeting their needs
This case study demonstrates the importance of a mission statement, explaining that Argos’ mission focuses on giving customers value for money by providing them with a convenient shopping experience.;
- Responding to changing customer requirements: the drive towards wellness
By reading the Case Ss an increasing demand for healthier foods; understand how and why market focused companies (e.g. Nestlé) respond to such developments and to know about Nestlé: its size, products and worldwide reputation.
- Discovering customer needs through research
The case study shows how Barclays used market research to discover that students wanted a better account offer, the bank were then able to improve its student account offer.
- Using market research to relaunch a brand
This case study shows how First Direct used market research to revitalise its brand.
- Market research and consumer protection
This case study focuses on how the FSA uses scientific and market research to provide consumers with reliable and up-to-date information, enabling them to make healthy choices about their food and diet.
- Using market research to support decision making
This case study focuses on how JD (part of JD s leading retailer of fashionable sports and leisure wear, uses market research to support and develop its business by paying attention to trends and the needs of consumers.
- New products from market research
This case study focuses on the importance of market research during the development and launch stages of Crunchy Nut Bites, a recent extension to the Crunchy Nut brand.
- How market research helps support the new product development process
This case study describes the stages of market research which contribute to successful product development and launch.
- How market research helps Portakabin to remain at the cutting edge
This case study helps students understand the importance of market research to successful, customer-led product development.
- Providing a customer-centric service
This case study focuses on how Zurich has used market research to develop a business strategy of 'delivering help when it matters so that customers feel valued and taken care of'.
- The marketing process
This case study helps students understand essential elements of marketing including: marketing objectives, the marketing mix (4Ps) and market research.
- Developing a marketing plan
This case study helps students to see how developing a marketing plan in order to relaunch and organise a company’s marketing activities can help to achieve its aims and objectives.
- How the role of marketing drives business forward
This case study shows how Portakabin uses marketing to identify and anticipate customer needs and then meet them.
- Identifying and creating new markets – a new strategy for a global leader
This case study helps students understand how companies expand by creating new markets and products.
- Cause marketing – Vodafone’s partnership with The National Autistic Society
This case study helps students understand cause marketing and its role within the wider world of marketing.
- Marketing strategy for growth
This case study focuses on how Wilkinson created and implemented a marketing strategy to grow the business, using the findings of its market research.
This case study helps students understand how companies segment the market to meet consumers' needs.
Marketing Business Case Studies Volume 1 eBook
- Brand: Business Case Studies
- Product Code: ebook-topic-marketing-volume-1
- Availability: In Stock