Marketing/Business Case Studies

Research: Angeline Grace Close

:: Teaching :: 301 :: 400 :: 422 :: 456 ::465 :: 472

Application of Marketing Principles: Case Studies

Please read and strategically think about each assigned case. Bring your notes to class

for the discussion. Please click on the logo for the case study and some sample presentations:

(Click to download the case)	3M United Kingdom - Growth through ingenuity and enterprise This case study examines how 3M UK has turned ideas through creative thinking into realistic, affordable solutions that people want. This process in known as innovation, a mix of ingenuity and enterprise marking every stage of 3M’s 100 year history.	PRESENTATIONS (Click to download a sample presentation) 3M Presentation

	Advantage West Midlands - The business of economic development and regeneration This case study examines how one of the UK’s most important regions, the West Midlands, with a long history of industrial innovation is undergoing development and regeneration in order to meet with changes in demand and supply and to consolidate its position at the heart of the UK economy.

	Amway - Combining an offline and online business This case study looks at how Amway has developed a strategy for taking full advantage of the opportunities that the Internet offers for e-commerce within the UK and the rest of Europe. It also explains the relationship between Amway and Independent Business Owners and the benefits of direct selling.	Amway Presentation

	Arla Foods - The Natural 1st Choice Dairy Company This case study looks at the growth of a producers co-operative to become the largest dairy group in Europe and how rapid growth required a values-driven culture and identity. This has enabled Arla Foods to create leading brands across a range of markets.

	Association of Investment Trust Companies (AITC) - The role of Investment Trusts in the capital market This case study concentrates on longer-term funds. Through Investment Trusts, well-managed businesses have access to secure finance. Whilst those investing, whether individuals or groups, can have confidence in the management of their funds.

	Audi UK - Investing in people and in brands This case study focuses on how Audi is developing its Technicians who are at the forefront of providing service excellence. Technicians require advanced technical skills to keep abreast with new requirements. By investing in this group of skilled employees, Audi is also investing in the future of its brand.	Audi Presentation

	Cadbury Trebor Bassett - Stakeholders and Corporate Community Investment This case study focuses on how Cadbury Trebor Bassett - the UK confectionery division of Cadbury Schweppes provides a positive role model and acts as a benchmark in how to exercise Corporate Community Involvement.

	Canon - Integrated information systems: seeing the whole picture This case study illustrates ways in which organizations like schools and businesses can become more efficient by integrating their Information & Communications Technology effort. Society also stands to gain; students who become familiar with good Information Management practice are better equipped to become effective members of the workforce of the future.

	Capita/DfES - Developing a partnership to support the interests of young people This case study illustrates the benefits of the Connexions Card to 16-19 year olds. It also focuses on how the Department for Education & Skills (DfES), a public service business, has joined forces with Capita, a private sector service business, to form a public private partnership (PPP).

	Coca Cola Great Britain and Ireland - Communicating through the "world game", for brand and corporate reputation This case study looks at the reasons why Coca-Cola supports ‘the world game’. Coca-Cola focuses on the football fan rather than football itself, i.e. promoting the playing and watching of football rather than helping to fund professional clubs. Coca-Cola has a long-standing commitment to encourage young people to participate in team sports and live a healthy and active lifestyle.	Coca-Cola Presentation

	Cummins - Using Six Sigma statistical thinking to improve business processes This case study illustrates how Cummins uses an initiative, ‘Six Sigma’ for process improvement to significantly improve its business processes. Using statistical tools and data as a base for analysis, Six Sigma enables Cummins to improve its understanding of critical business and operational processes, generating major cost savings.

	England & Wales Cricket Board - Using market research to improve consumer focus This case study looks at how the England and Wales Cricket Board (ECB) recently undertook a substantial piece of market research. The ECB’s aim was to research how to increase audiences at cricket matches, stimulate interest in cricket in general and encourage more people to play the game.

	First - Introducing an established brand - bringing Yellow Bus to Britain This case study focuses on the Yellow Bus concept and how First is introducing them to the UK. Launching the service in the UK has been made easier by the existing brand recognition and by the strong positive image nurtured through years of exposure in American films and TV series.

	FTSE Group - The contribution of the FTSE4Good Index to socially responsible investment This case study examines the work of FTSE Group, one of the world’s best-known data providers. FTSE manages over 20,000 financial indices including its best known product: the FTSE 100. It also focuses on the new family of indices, FTSE4Good, a new standard for socially responsible investment.

	Gala Group - An integrated approach to Customer Service This case study examines the development of the Gala Group’s Customer Service Strategy as a total business concept. It illustrates how developing and integrating a Customer Service Strategy across the business is helping Gala to position itself for further growth.

	GREGGS - Consumer focused product development This case study looks at an important part of market research. It illustrates how one of the UK’s leading bakery related retailers researches the market and uses the information it gains to influence its decisions about product development.

	HM Customs & Excise - Matching taxation principles with environmental policies This case study focuses on the use of environmental taxes, and the important role played by HM Customs & Excise in administering these taxes in support of the UK government’s hopes and plans for environmental improvement.

	HMV UK - Building on a brand This case study considers the importance of branding and the value of an established brand name when a company such as HMV is looking to expand and to adapt its business in response to changing market conditions.	HMV Presentation

	Inland Revenue - Acting as a regulator and enabler This case study looks at the central role of the Inland Revenue in helping to ensure that governments are adequately funded. It also examines the work of the Inland Revenue as service-provider, enabler and regulator and the steps the Inland Revenue has taken to become more customer focused.

	Kellogg's - Launching Real Fruit Winders through new media This case study looks at the recent launch of Kellogg’s Real Fruit Winders with key support from a website. The product format is Kellogg’s first move outside of cereals and cereal bars and into a totally new category of fruit snacks.

	Kraft Foods UK - Using planning analysts at the center of brand development This case study illustrates how Kraft Foods’ management accountants act as financial planning analysts to support the process of brand development. It highlights how Kraft’s forward planning and supporting processes of investment/forecast analysis supports its core brands in a fast-changing market place.

	Masterfoods - Getting the right message across - the re-launch of Mars This case study explains the reasons why Masterfoods had to re-position the Mars bar. It also focuses on how it used public relations to gain the positive support of new and existing customers when it re-launched the Mars bar in March 2002.

	McDonald's Restaurants 1 - Staying ahead in a competitive environment This case study examines the positive way in which McDonald’s is responding to changing customer habits and increased levels of competition. Keeping ahead involves continuous hard work to enhance the reputation of the brand, coupled with product innovation based on detailed market research that indicates how to please customers.	McDonald’s Presentation

	McDonald's Restaurants 2 - The route to fast food franchising This case study examines the success and reasons of franchising and investigates the special three-way relationship that exists between franchisee, franchisor and the suppliers at McDonald’s Restaurants.

	MFI Furniture Group - Generating cash for growth This case study examines how in 1999 MFI recognized the need to make key changes in order to develop a successful competitive strategy. In particular it focuses on how the organization has managed its finances more effectively.

	Morgan Stanley - Matching people with technology to create a global strategy This case study examines the work undertaken by Morgan Stanley to ensure that it is making the best possible use of the opportunities offered by new technology and the benefits to itself and its customers resulting from its conspicuous success.	Morgan Stanley Presentation

	Nestlé - From bean to bar - the production process This case study looks at the massive, complex worldwide operations that ensures that chocolate products are on the shelves of retail outlets 365 days a year. In reality, it represents a triumph for careful planning and meticulous organization.	Nestle Presentation

	Office of Fair Trading - Championing competition This case study looks at how the OFT helps to make markets work better for consumers through its roles of investigation, enforcement and communication. We can support the work of the OFT by becoming more discriminating and by seeking and demanding excellent products and high standards of service.

	Pittards - Supporting superbrands: the role of high-tech suppliers This case study looks at the work of Pittards, a British company that uses skilled buying and high-tech production methods to produce world class leathers for superbrands. It also focuses on the Japanese quality system - 20 Keys.

	Portakabin - Developing products and services to meet market demand This case study examines how Portakabin has developed new products in response to growth in its existing markets. In particular, it focuses on Portakabin WardSpace accommodation: an efficient way of meeting increasingly demanding and highly specific requirements of the healthcare industry.

	Taylor Woodrow - Involving employees in meeting corporate objectives This case study shows how Taylor Woodrow, is creating a benchmark for human resource development by matching its objectives with the needs of its employees. This places human resource development at the centre of the company’s culture.

	The Polestar Group - Staying ahead - embracing new technologies in a new digital world This case study looks at how Polestar has responded to the opportunities presented by new digital technology. It has adopted CTP technology so as to provide its brand-leading customers with a competitive edge.

	Travis Perkins - How an Environmental Management System (EMS) helps create a sustainable business This case study shows how Travis Perkins has built an EMS based on the International Standard ISO 14001 in order to reduce costs and make a major contribution to ‘sustainability’. Therefore, it intends to minimize its impact on the environment.

	UNISON - Trade Unions - dealing with change This case study looks at how trade unions still play a vital role in promoting fairness in the workplace and how they achieved big improvements in the lives of working women. It also looks at why they are trying to persuade young members that becoming a union member brings them enormous advantages in the workplace.