In this exercise, students run focus groups to understand the importance of getting beyond “top-level” answers and to gather some real insights into the behavior of the target market.
Running a Focus Group Review the Teaching Activity
In this task, students simply need to match the approach to market testing a new product to the firm most likely to conduct it. The types of research are listed first, followed by the type of firm.
What is the Most Appropriate Research Design? Review the Teaching Activity
In this activity, students need to consider the information challenges facing Pizza Hut and identify the most suitable market research or market information approach they should use to help gather information.
Which Research Design to Use? Review the Teaching Activity
With this exercise, students need to consider whether McDonald’s successfully leveraged the changing factors in the macro-environment, or whether their business operation just happened to be quite suited to this emerging environment?
Was McDonald’s Adaptive or Just Lucky? Review the Teaching Activity
In this mini case study, students are required to assess whether this toy manufacturer was too flexible and too willing to adapt to its changing macro-environment.
Over-Adapting to the Environment? Review the Teaching Activity
Department stores have tended to be less relevant in today’s environment than in the past. The student task is to identify the various environmental factors that contributed to their downfall.
Too Slow to Adapt? Review the Teaching Activity
In this exercise, students are required to help a traditional hamburger store adapt to the new market environment of more health-conscious consumers. To help guide them, market research data has been presented.
A New Environment; Time for a New Strategy? Review the Teaching Activity
Students will review a list of macro-environment trends and work out how it will impact marketing activities for different industries.
What is the Impact of Macro-Environmental Changes? Review the Teaching Activity
In this exercise, students need to evaluate how well this manufacturer is progressing with their retailer relationships (in its micro-environment).
Change in Retailer Relationships: Good or Bad? Review the Teaching Activity
In this role-play exercise, students take the role of the CEO and other stakeholders. How will they balance all the conflicting needs and demands?
Balancing the Needs of Publics (Stakeholders) Review the Teaching Activity