Strategy and Plans

Starbucks Third Place Positioning – Still Relevant?

Case Study, Consumer Behavior, Marketing Environment, Marketing Mix, Member Activities, Services/CRM, Strategy and Plans

This Starbucks case study focuses on their longstanding “third place” concept, which has been a key component of their success and differentiation. However, your students will need to assess whether this “third place” offering remains a viable strategy in today’s marketing environment, considering trends like remote work, increased competition, cost of living concerns, and shifting consumer expectations.

Starbucks Third Place Positioning – Still Relevant? Review the Teaching Activity

Bud Light Returns to their Traditional Positioning

Decisions and Mini-Cases, Member Activities, Products and Brands, Segmentation and Positioning, Strategy and Plans

This activity is centered on Bud Light’s Superbowl TV ad in 2025. This ad signaled a return to their traditional brand image and target market, following the consumer backlash they received in 2023 for straying too far away from their established brand positioning and loyal customer base.

Bud Light Returns to their Traditional Positioning Review the Teaching Activity

Addressing the Challenges Facing Starbucks

Case Study, Consumer Behavior, Marketing Environment, Member Activities, Services/CRM, Strategy and Plans, video

In this mini case study, students explore the strategic challenges facing Starbucks, including its drift away from its core brand identity and its “third place” experience. Due to its expansion and diverse product offerings, Starbucks strengths have transformed into potential weaknesses. Students will review how operational inefficiencies, market pressures, and changing consumer behaviors have impacted the brand, and assess whether the proposed strategic changes will be effective. NOTE: This activity can also be run as a video case study, with an optional detailed video to show students.

Addressing the Challenges Facing Starbucks Review the Teaching Activity

SWOT Analysis Unscramble Challenge

Analysis and Metrics, Games and Quizzes, Member Activities, Strategy and Plans

This activity challenges students to reorganize a mixed-up SWOT analysis for the hypothetical snack brand, Crunchy Delights. Each SWOT category contains 5 correct items and 5 misplaced items that should be in other boxes in the matrix. Students need to review the SWOT and identify the correct placements and relocate the incorrect ones. Designed as a fun activity for students to better understand the SWOT matrix and its components.

SWOT Analysis Unscramble Challenge Review the Teaching Activity

Using Demarketing for Overtourism

Consumer Behavior, Discussion Exercises, Ethics, International, Member Activities, Services/CRM, Social, Strategy and Plans

In this activity, students will explore the concept of demarketing and its application to managing overtourism in popular destinations. Students will analyze real-world examples of strategies used by governments, tourism boards, and local communities to limit tourist numbers and their impacts.

Using Demarketing for Overtourism Review the Teaching Activity

Crafting a Targeted Marketing Mix for Segments

Consumer Behavior, Marketing Mix, Member Activities, Segmentation and Positioning, Services/CRM, Strategy and Plans

In this activity, students will analyze four distinct market segments identified by an insurance firm and develop a tailored 7Ps marketing mix to appeal to one of these segments. Each segment has unique characteristics based on a matrix with two axes: active vs. passive insurance seekers and price vs. non-price sensitivity. You can choose to assign segments to groups or let students choose one or more segment to target.

Crafting a Targeted Marketing Mix for Segments Review the Teaching Activity

Is DEI a Brand Management Issue?

Consumer Behavior, Discussion Exercises, Member Activities, Products and Brands, Role Plays, Social, Strategy and Plans

This activity challenges students to evaluate whether a pet food company should limit its Diversity, Equity, and Inclusion (DEI) efforts to internal operations or actively promote them as part of its brand identity, by considering the potential risks, rewards, and alignment with target market preferences. Students will analyze arguments presented in a manager’s meeting and weigh the pros and cons before making a recommendation.

Is DEI a Brand Management Issue? Review the Teaching Activity

SWOT Analysis for Movie Cinemas

Analysis and Metrics, Member Activities, Strategy and Plans

This activity helps students apply the SWOT analysis framework to evaluate internal and external factors affecting a business. Students will use this evaluation to identify strategies for maintaining competitiveness in a changing market. By focusing on a cinema chain’s challenges against streaming services, the activity emphasizes the impact of a changing marketing environment on an established industry. 

SWOT Analysis for Movie Cinemas Review the Teaching Activity

Jaguar Rebranding Mini Case Study

Case Study, Consumer Behavior, Member Activities, News item, Segmentation and Positioning, Social, Strategy and Plans

This is a mini case study of brand repositioning using Jaguar’s 2024 strategy. It is a shorter version of the full case study also on this website, Students will analyze their promotional video and their overall rebranding and repositioning strategy. Therefore, this mini case is more suitable for an in-class discussion task, especially around brand and positioning topics.

Jaguar Rebranding Mini Case Study Review the Teaching Activity

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