The launch of the Mother Energy brand generated many first-time sales, there were only limited repeat purchases, primarily due to the poor taste of the product. As a result, the brand was placed into the inept set by the majority of target market consumers. As a result, Coca-Cola had to decide what to do with this poor performing brand.
Inept to the Evoked Brand Set (Case Study) Review the Teaching Activity
In this activity, students review a managers meeting where they outline the various advantages and limitations of different segmentation bases for the purposes of selecting target markets. It is helpful exercise to help students understand the key differences between main bases and how they can impact the target market selection.
Which Segmentation Base Should We Use? Review the Teaching Activity
In this mini case students, examine Boston Market’s failed international market expansion into Australia in the early 2000s (when they were owned by McDonald’s).
EXCLUSIVE ACTIVITY FOR MEMBERS
Adapting to the Local Market (Case Study) Review the Teaching Activity
In this mini case study, student review why a successful Australian fast food chain had multiple failures with their international market expansion.
EXCLUSIVE ACTIVITY FOR MEMBERS
International Market Entry (Case Study) Review the Teaching Activity
In this activity, consumers visit a well-known store to buy some furniture, but the salesperson operates in their own interests, rather than meeting the needs of the customer. The dilemma here is the trade-off between long-term sales and brand management and short-term profitability. What is the best approach?
EXCLUSIVE ACTIVITY FOR MEMBERS
Protect the Brand or Grow the Profit? Review the Teaching Activity
In this case study, students review Crust Pizza, an up-market take-away pizza chain that was able to successfully compete in the price-competitive and mature pizza market.
EXCLUSIVE ACTIVITY FOR MEMBERS
Success in Entering a Competitive and Mature Market Review the Teaching Activity
The centerpiece of decision-making is based around a SWOT planning sheet that is automatically produced and updated as the game progresses. Check out some screenshots of the key components of the planning sheet.
Example Screenshots of the Expert-level Sim Game Review the Teaching Activity
It is an ideal resource for flipped classroom and active learning environments. Each activity contains its own instructions and spaces for students to write their responses. The workbook takes many of the exercises on Great Ideas for Teaching Marketing and turns them into worksheet-based activities.
About the Student Workbook Review the Teaching Activity
This is a Excel-based Sim Game for marketing students. Lots of fun, with multiple learning outcomes for positioning, product management, and marketing financials.
EXCLUSIVE ACTIVITY FOR MEMBERS
Advanced Positioning Simulation Game Review the Teaching Activity
The purpose of this exercise is for students to consider the financial consequences of various strategic decisions. Their goal is to increase overall profitability of this music festival event, while ensuring the foundation of a logical marketing strategy.
EXCLUSIVE MEMBER ACTIVITY
Financially-driven Marketing Strategy Review the Teaching Activity