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Chapter 16 (Marketing Strategy)

The document presents three case studies focusing on different companies' marketing strategies: YeyYo, which aims to shift its focus to higher-income city dwellers; KKosmetics, seeking to expand into African markets through joint ventures; and Grand Hotels, planning to open new hotels targeting lower-income segments in response to competition. Each case study includes questions related to defining marketing strategies, identifying market differences, outlining reasons for market entry, and evaluating potential challenges. The document emphasizes the importance of adapting marketing strategies to changing market conditions and consumer demographics.

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Kelvin Lau
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87 views6 pages

Chapter 16 (Marketing Strategy)

The document presents three case studies focusing on different companies' marketing strategies: YeyYo, which aims to shift its focus to higher-income city dwellers; KKosmetics, seeking to expand into African markets through joint ventures; and Grand Hotels, planning to open new hotels targeting lower-income segments in response to competition. Each case study includes questions related to defining marketing strategies, identifying market differences, outlining reasons for market entry, and evaluating potential challenges. The document emphasizes the importance of adapting marketing strategies to changing market conditions and consumer demographics.

Uploaded by

Kelvin Lau
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Chapter 16: Marketing Strategy Case Studies

Case Study 1:

YeyYo owns a chain of cafés selling cakes, biscuits and coffee. The company
wants to change its marketing strategy to increase its market share. Its
traditional cafés are in small towns and its target market is local people who
shop in these towns. The company does not advertise or use any sales
promotions. The prices are kept low because in these towns consumer incomes
are low. YeyYo wants to change its marketing strategy to appeal to the higher
income people in the city centres.

a. Define ‘marketing strategy’. [2

marks]

b. Identify two questions the Marketing Director will ask before deciding on

prices in the new cafés. [2

marks]

c. Outline two reasons why YeyYo might need a new marketing strategy to

increase market share. [4

marks]

1
Chapter 16: Marketing Strategy Case Studies

d. Explain two reason why it is important for YeyYo to have a clear


marketing objective.
[6 marks]

e. Recommend a marketing strategy for the new city centre cafés. Justify
your answer. [6
marks]

2
Chapter 16: Marketing Strategy Case Studies

Case Study 2:

KKosmetics manufactures make-up for women. The company sells its products
across Europe but wants to start selling to African countries. The Marketing
Director says, ‘There are a lot of opportunities in these markets but also several
problems. We are reaching saturation in the European markets and we need to
increase sales in new markets.’ The Managing Director would prefer to expand
in Africa by forming a joint venture.

a. Define ‘joint venture.’ [2

marks]

b. Identify two ways a market abroad for KKosmetics might be different to

the home market. [2

marks]

c. Outline two possible reasons why KKosmetics wants to enter new


markets abroad. [4
marks]

3
Chapter 16: Marketing Strategy Case Studies

d. Explain two possible problems for KKosmetics of entering new markets


abroad. [6
marks]

e. Do you think these problems can be easily overcome by KKosmetics?


Justify your answer. [6
marks]

4
Chapter 16: Marketing Strategy Case Studies

Case Study 3:

Grand Hotels (GH) operates ten hotels in country Z. The business promotes its
hotels to business travellers by claiming that they are ‘the best in the country’
with the ‘cleanest restaurants’. The Directors want to open two more hotels in
country Z to maintain market share as new hotel businesses have recently set
up. These hotels will be aimed at a lower income segment than the existing GH
hotels. Country Y is a low income country but with an expanding tourist
industry. It is attracting visitors from many other countries.

a. Define ‘marketing strategy.’ [2

marks]

b. Identify two other objective, apart from increasing market share that GH
could set. [2
marks]

5
Chapter 16: Marketing Strategy Case Studies

c. Outline two ways in which GH might be affected by consumer protection


laws. [4
marks]

d. Explain two reasons why GH needs to ensure that the marketing mix for
the two new hotels in country Z is appropriate. [6
marks]

e. Do you think that the business should open a hotel in country Y? Justify
your answer. [6
marks]

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