Free Essay

Case Study Marketing

In: Business and Management

Submitted By hyder5r
Words 2706
Pages 11
Case study A New Spin on Cycling: What is the Market Value of a Name? Cycling presents a great number of advantages over other forms of transportation. The advantages of cycling include, for: Society, inexpensive infrastructure requirements and environmental sustainability, and Individuals, benefit from cycling as a healthy exercise as well as an inexpensive mode of transport that, in some urban areas, can be faster than other transport modes (e.g. it often allows cyclists to avoid traffic jams and other obstructions). St. Kilda Bikes is a small to medium sized enterprise (SME) situated in the CBD of Melbourne, Victoria, Australia. The firms specialises in distributing the worldrenowned Spanish brand “Orbea” bikes and their own design bike models, which are manufactured in China under the firm’s brand-name and sold in the Asia Pacific region. During 2008-11, the firm doubled its sales, even though the global financial crisis had dramatically eroded consumer purchasing power. Vincent Hong, the 25 year old owner of the business, learned from reading a popular magazine (Business Review Weekly) that much of the firm’s recent success may be attributable to cycling becoming a trendy and popular sport in Australia. Browsing the Internet, he decided to briefly cross-check the article with the Retail Cycle Traders Australia Website (RCTA, 2008), from which he found that the trend has continued for at least a decade and that: “Bicycle sales in Australia averaged 795,000 per year for the four years 1998-2001. In the four years since then, bike sales averaged 1,133,000 per year. By comparison, car sales have never reached one million in a year”. This information raised


Vincent’s interest in researching the trend further. Perhaps, the car dealer next to his store may cast more light on the trend, he thought. Discussions with the car dealer confirmed the website assertion. Furthermore, the dealer noted that some popular iconic-European-cars (e.g. BMW, Mercedes, Mini Cooper, Porsche, etc.), despite being very popular, have all lost sales in Australia due to falling consumer credit and confidence. The drop in car sales is expected to deepen also because relatively lower-cost, quality Asian cars increased their market presence around the world and in Australasia. The big problem appears to be that, while people love European cars, fewer and fewer can afford them. “People just do not want to spend that much in hard times, particularly when there are so many lower-cost, quality options in the market”, the dealer argued. On the way home, Vincent was thinking: “ASUS Computers has changed what is essentially a commodity product (laptop computers) into a luxury good by linking one of their top-end laptops with Lamborghini (e.g. the VX1-5E004P Laptop Computer)—can I do something similar with bicycles by linking them to luxury cars? Many people here love European cars, admire their engineering and design, and desire to own prestigious vehicles, but few can afford them—especially, these days”. Vincent remembered hearing from somewhere that during an earlier severe recession in the 1980s, Wally Amos founded Famous Amos Cookies against the advice that a recession was the wrong time to establish a luxury cookie company—Mr. Amos, correctly surmised that if people could not afford the best cars, houses, and travel, they could be tempted to satisfy their desire for luxury with the best cookie in the world. “Thus, in the current extended recession, if fewer people can afford prestigious cars and bicycling is becoming trendy, maybe we can


satisfy their desire for luxury transportation by selling them bikes with design and logos of quality European cars? We can negotiate with the European car manufacturers and get licenses to design and manufacture bicycles under their logos”. Of course, he thought, there are well-known racing bicycle brands and we cannot compete with them. Yet, it seemed possible to enter the conventional bike market with road bicycles. Thinking about his idea, Vincent realised that he needed to conduct research on a number of aspects relating to it. First, he wanted to better understand what other factors, apart from the ones he was already aware of as a bicycle-store owner, may influence or increase bicycle usage and how. Second, he wanted to be certain the trend is sustainable and is not a flash in the pan. Finally, he decided to make sure that European-designed brands are really as popular in Australia as the dealer assured him even though their sales may be declining due to the economic meltdown. So, when Vincent got home he started looking for answers to these questions. First, he came across a source that helped resolve some of these uncertainties (Heinen, et al. 2010). From this, he learned that cycling for utilitarian purposes, such as commuting, is likely to be influenced by factors that differ somewhat from those influencing other forms of cycling, such as sports, tour, or leisure cycling. In the article, he found five classes of factors that determine commuting by bicycle and its frequency. Briefly, his study suggests the following: Distance between activities, infrastructure (bicycle paths, lanes, etc.), and facilities at work Vincent found that shorter distances, a mix of functions and access to good storage facilities are all factors that increase cycling share. Having a denser network layout


and higher densities appears to have a similar effect. The effect of the presence of more cycling infrastructure and the extent to which it continued also seems to have an effect on the decision to cycle. Natural environment The natural environment has a large influence on both the decision to cycle and its frequency. Hilliness was found to have a negative effect on cycling. Weather has a tremendous influence on the cycling frequency. Rain, low temperatures, darkness, all result in people choosing to cycle less. However, commuters are less influenced by temperature than other cyclists which implies that some people chose to cycle for leisure purposes when the weather seemed pleasant.

Socio-economic and demographic factors Analysing these factors, Vincent also learned that commuting behaviour is strongly linked to personal and household characteristics. Relationships exist between cycling and gender, income, vehicle ownership, a person’s employment situation, household structure, and a few other socio-economic factors. For instance, men cycle more than women and higher income enables people to spend more money on a bicycle. Moreover, relatively wealthy people pay greater attention to their health and therefore tend to cycle more. However, having a very high economic status can reduce the probability of cycling. In other words, as it appeared to Vincent, those who can afford a Porsche or BMW, may not find cycling appealing, unless they are offered something else along with just a bicycle—perhaps a status bicycle.

Cost, travel time, effort needed, and safety The cost, travel time, effort needed and safety of a trip are important, particularly for cyclist. All four factors affect the use of bicycles as transportation. Not only the real value, but also the perceived value of cost, time, and effort are important for people’s decisions with regard to mode choice. Also, cyclists gave cycling a higher safety value than non-cyclists. Attitudes, Social norms and habits In general, if a person has a more positive attitude towards cycling, there is a higher probability they will cycle. The study argues that attitudes and norms are influential, particularly when it comes to cycling to work. The existence of habits, on the other hand, means that people do not always select modes of transport once they have rationally evaluated all of the potential outcomes. Habits can affect mode choice: if a person is used to using a certain form of transport, they are unlikely to search for new options. Therefore, other transport modes (such as the bicycle) are not considered. It appears, however, that individuals in similar socio-economic groups, being in the same situation, choose to commute using different transport modes. This implies that individuals may base their choice not on an objective situation but on their perception of that situation. Furthermore, Vincent was surprised to learn that cycling is the fourth most popular physical activity for Australian adults and, even more surprising to him, it remains more popular than golf and tennis. Table 1 below further elaborates on the participation rate in top six adult physical activities.


Table 1: Top Physical Activities in Australia
Activity NO of Participants ‘000 Participation Rate% Walking 6,508 39.2 Aerobics/Fitness 3,901,9 23.5 Swimming 2,414,3 14.5 Cycling 1,929 11.6 Running 1,649 9.9
Adopted from Cycling Promotion Fund 2008/09

Another source, the CPF report (2009), highlights factors that encourage more people to cycle on a more regular basis and not just for commuting purposes, for example: New bicycle infrastructure The infrastructure development necessary to support a major modal shift towards bicycle transportation was rapidly taking place in Australia. Changing laws and regulations Participation in sports used to be considered an activity only for young upper-class males. Thanks to the changing laws, regulations, and, once again, social attitudes, women’s participation had also significantly increased. Popularity of exercise vacations Exercise vacations particularly bike touring, have become very popular. Medical community advice to exercise Medical authorities are urging everyone to exercise more to mitigate a growing variety of health disorders. Furthermore, studying the above source, Vincent also found that there are several factors exerting pressure on the Australian health system and on health care services (e.g., burden of disease). Increasing rates of chronic diseases in Australia, for instance, (partially associated with ageing of population) will increase pressure on health

expenditure. This, along with increasing fertility rates and numbers of migrants, might eventually significantly increase the cost of health care services (CPF, 2009). “So if this is the case and we should eventually pay more for the health care, will people be more inclined to exercise more?”, thought Vincent. “Strengthening interest in cycling is very encouraging news for me,” Vincent noted: “but it may be a significant concern as well— as it seems to me that I really should hurry up to catch the trend”, he concluded. Already high oil prices, he went on thinking, may further increase if political problems in the Middle East and North Africa, we hear all the time on the news, spread to other oil producing countries which, according to the news reports, could lead to global inflation, higher interest rates, and economic stagflation. This suggested to Vincent that relatively expensive European cars might eventually become prohibitively expensive for the middle class consumer and demand for them may further erode despite their popularity. Consequently, it became apparent to Vincent, that he should do more research on the topic and perhaps widen it towards other factors that may affect bicycle sales in Australia. He also wanted to know if the dealer’s prognosis is correct and Australians were opting for cheaper substitutes to the European cars. This impelled him to search for data on European car sales in Australia and some other developments emerged from his research. Vincent learned that the European car sales on Australian shores (before the decline associated with the latest economic meltdown) had been substantially greater than he had imagined. A million-of Australia’s 14.9 million drivers are driving European cars. Top spot goes to Renault and BMW. Also, nearly two-thirds of the European cars on Australian roads were made by German firms. Distance from Europe, which made these cars more expensive could have added to the popularity of European cars (Mycar, 2011).


However, car ownership among younger people in developed countries is becoming less popular than it used to be, making more people look for a healthier substitute (The future of driving, 2012). Furthermore, further research undertaken by Vincent, indicated that the effects of the slowing economies worldwide had been further compounded by the oil effects of the Arab Revolutions of 2011 (Alhajji, 2011), the revolving debt crisis in Europe (Featherstone, 2011), and periodic bouts of weakness in the US dollar (Lobo, 2011) and, more recently, the Euro (Arestis and Sawyer, 2011). Continuing his research, Vincent also came across another publication (Smith and Kauermann 2011) suggesting a positive relationship between petrol prices and the willingness to use a bicycle for commuting. More specifically, the researchers found, as a response to high petrol prices, a significant substitution into cycling as a transport mode in the inner downtown, wealthy neighbourhoods and in the downtown overall. That, in Vincent’s view, could negatively affect the sales of European cars in Australia as they are more expensive than locally made cars and imported cars from Asia of a similar class. Bicycle sales, on the other hand, as he found out, continued to outstrip motor-vehicle sales and proved surprisingly resilient in the face of a slowing economy. Table 2 below illustrates the trend. Table 2: Bike sales v motor-car sales
Year 2008 2007 2006 2005 2004 2003 2002 2001 Motor Vehicles 1,012,164 1,049,982 1,273,781 988,269 909,811 909,811 824,309 772,681 Bicycles 1,203,648 1,427,738 962,521 1,168,601 1,247,991 1,003,844 1,109,736 774,938 Bikes lead 19 % 36 % 32 % 18 % 31 % 10 % 34 % 0.30 %

Adopted from Cycling Promotion Fund 2008/09


Summarising his findings, Vincent clearly realised why his sales were going up and up without going down. “Obviously we are going to do just fine in the foreseeable future, perhaps even better in the long run, he was thinking. Under these circumstances, should I really burden myself with that new venture? Should I be investing my time and effort, let alone the money into something that does not completely guarantee success?”

Case Questions 1. What developments and why have made cycling so popular in Australia? 2. Do these developments affect all types of cycling in the same way? Please discuss and explain why or why not. 3. In your view, what are the major marketing obstacles to the success of the project? 4. If the project is a success, what are the possible outlets for sales of this product, in addition to conventional bike stores? 5. Discuss the profile(s) of the potential target market(s). Explain why they are considered as potential customers. 6. Does Vincent’s idea of selling European car brand bikes in Australia seem doable? Why/why not? 7. So far, Vincent has collected some secondary data. What primary data (if any) does he need to collect in order to continue with the project? 8. What is the relationship between high petrol prices, high cost of health care, positive attitudes towards cycling and possibly growing demand for bikes with renowned European car logos?


9. Table 1, illustrates a surge in bike sales compared to car sales in Australia. What are the reasons for this surge? Is it possible to interpret these data as a trend that allows a marketer to make inferences about the demand for bikes and motor vehicles? 10. Vincent came across two sets of factors that can influence people’s decision to cycle. What are the differences between the two sets of factors? How can you differentiate between them in terms of their effect on the forms of bicycling (commuting, sporting, touring)? 11. Table 2, lists the most popular physical activities in Australia. Based on the data contained in the table and the trends that Vincent discovered while doing his preliminary research on the internet, what inferences can you make about popularity of cycling compared to other three activities? 12. “Strengthening interest in cycling is very encouraging news...” - Vincent noted while looking at these figures - but it may be a significant concern as well. Why can this be of concern to Vincent’s business? 13. Comment on the four P’s strategy Vincent may employ to market the products. Specifically, please mention possible product features, benefits the product can deliver to the customer, possible price range, promotional strategies appropriate for the product. 14. Vincent’s business is relatively small—it is a SME (small/medium sized enterprise). What are particular problems that may arise in implementing his project due to the size of his business?


Similar Documents

Premium Essay

Marketing Case Study

...Course Name: International Business and Marketing Instructor’s Name: Prof. Dr. Britta Bergemann E-mail: Class Time: 2.00PM – 8.00PM 1. Course Description This course looks at international business and marketing topics in theory and practice (case studies). It aims at building students’ awareness of business and marketing mix issues in the global context, and provides the tools to manage products and brands globally. 2. Overview This course offers a framework that allows students to see the big picture. After laying the foundations students will learn about the fundamentals and strategic impact of globalization on today’s business decisions, and how to position, communicate and price products globally. Along the way students will also see how companies are dealing with global marketing issues due to a wealth of case studies and examples. 3. Learning Outcomes Upon successful completion of this course, students will have acquired: An overview of international business strategies An overview of current marketing principles and practice An in-depth understanding of the concepts required for developing and managing global markets An evaluation of the changes that have occurred in the competition for global markets A deeper look at the causes of cultural differences The ability to effectively apply analytical criteria in order to evaluate opportunities of global The ability to take global marketing decisions and manage processes......

Words: 996 - Pages: 4

Free Essay

Marketing Case Study

...Case Study The information in the Case Study is used each week when writing the individual sections of the Marketing Communications Plan. One of your neighbors has just inherited a restaurant in a small town about 75 miles away. They’ve never owned or operated a business before, and know very little about marketing or the restaurant business. They now have a Marketing Plan, but need help with the Marketing Communications Plan. General Restaurant Information Provided by Your Neighbors: 1. They want to keep the “family’s” restaurant as a legacy to their family members who left it to them. However, they will need to make money immediately in order to replace the income they lost when they quit their jobs to run the restaurant. 2. The restaurant has been losing sales/profits over the past few years.  Family members have had some health issues (and have since passed away) and have not had the time to manage the restaurant effectively.  For the past few months, the Chef and some of the servers have been keeping the restaurant open. 3. The restaurant has a good reputation in the small community.  The town has a population of 6,000 people.  It is in a good location (right off an interstate) and does additional sales catering to local businesses in the area.  Over-the-road semi-drivers say it is the best cup of coffee in town and town’s people know that you can always find the local sheriff and highway patrol officers eating there.  People are allowed to smoke at......

Words: 796 - Pages: 4

Premium Essay

Marketing Case Study

...Marketing Case Studies Innovative and creative marketing is more important than even in a shaky economic climate. Here's some of the best strategies we've found for quickly moving your brand from intriguing concept to household name. Brand Marketing: Guinness How do you refresh a 243-year-old brand? By brewing a modern experience that combines the power of history with the allure of contemporary design. Guinness Storehouse, in Dublin, reimagines how a brand can perform for customers, employees, and the community. Scott Kirsner Are Brands out of Hand? A new kind of brand proletariat is on the loose, courtesy of Harvey Alpert, the man behind Brand in Your Hand. Jack Hitt Battle of the Brands John Hancock`s outspoken CEO names names and points fingers at some high-profile brand offenders in his new book. He also offers some good advice on not screwing up your own company`s brand. Jennifer Reingold Don`t Shout, Listen At Procter & Gamble, branding is almost everything. And in the age of the Web, almost everything is up for grabs. Here`s how P& G has turned the Internet into a device for listening to customers -- and for experimenting with its brands. Fara Warner Who`s Fast Hall of Fame: Brand Builders Brand builders forging product identities that endure and entice. Fast Company Cleaning Up Brand Clutter With 35 varieties of bagels, 66 subbrands of GM cars, and more than 13,000 mutual funds, American consumers are suffering a severe case of brand overload.......

Words: 420 - Pages: 2

Premium Essay

Marketing Case Studies

...CASE STUDY: Whitening Creams As if whitening creams for women were not enough, now the trend seems to have caught on with men as well, with various brands like Fair Menz and Fair & Handsome making inroads into the Pakistan market. Fair & Lovely (by Unilever) is credited to be the brand that set off the trend, followed by a dozen or so low priced imitators. Then there is the high-end market which is catered to by prescription creams, lotions and dermatological treatments. Whatever the profile, complexion seems to have assumed the proportions of a “complex” within the Pakistani consumer psyche. Even other skin-care products like sun- blocks, hair removing creams, facial scrubs etc., now claim to have “whitening” properties. QUESTIONS: 1. How do you analyze this “complexion complex” from the Psychoanalytical perspective? Do marketing messages for these whitening creams and products target the Id, Ego or Super Ego in any way? Do they even create triple appeal?  2. How is the Consumer Behavior being influenced for these products in terms of Learning? Which kind(s) or Learning (Behavioral, Cognitive, and Reinforcement) is/are taking place which has resulted in spreading the use for these products?  3. Explain how Informational, Identification and Normative influences may shape consumer behavior in for these products? CASE STUDY: Streetcar Streetcar was established in 2002 by Andrew Valentine and Brett Akker who came across the idea after......

Words: 465 - Pages: 2

Premium Essay

Case Study for Trap Ease America (Marketing)

...Case Study: Trap­Ease America      1.  Trap­ Ease only has a once­in­a­lifetime opportunity because the investors see that this  product has big potential since the idea is great. The investors saw the product and automatically  saw that people would buy it since it is such an easy and clean solution to something associated  with messy and violent.  The information needed to evaluate the opportunity is the study of the  market, competitors, and other products. Also, the awards and buzz surrounding the Trap­Ease  also helped the investors see this as a high potential.  The positioning of Trap­Ease is centered around dead mice and the product. They really  value their product and want to show its usefulness. The group’s mission statement would be  similar to their slogan “Easily trapping mice without a mess.”    If the main target is people who stay home, then my mission statement’s point would not  be about dead mice but about the peace of an environment that is rodent­free.  The mission  statement would read like this: “Ensuring a clean and safe environment for our customers  through innovation.”    2.  Martha has identified that the best target for the Trap­Ease is women since they do not  enjoy the cleanup that happens with the original mousetrap and stay at home. It seems like  Martha has used a fast train of thought to come up with this conclusion and not statistics. This is  not the best market target. The number of women who study and have a professional life is ......

Words: 967 - Pages: 4

Premium Essay


...Paper Title: The Era of Multi-Channel Marketing The Era of Multi-Channel Marketing In this essay I will be critically evaluating the article ‘Multichannel Retailing: A Case Study of Early Experiences’ written by Ruby Roy Dholakia, Miao Zhao and Nikhilesh Dholakia, featured in the Journal of Interactive Marketing, Vol. 19, 2; pp. 63 -75. All three authors are professor and assistant professors of marketing in various universities. Multichannel marketing is offering customers more than one way to purchase goods -for example, from a website, a catalogue, as well as in retail stores. In order to evaluate the relevance of their findings I will introduce another case study and compare the findings. The main focus of the article is the description of the move into multichannel retailing of a brick-and-mortar and catalogue retail company through the addition of Internet retail. By analysing the purchase data from 530,000 customers the authors came to the conclusion that those who became customers through the Internet bought less often than those who became customers through the catalogue and physical stores. This is an indication that the Internet is an evolving channel. The main findings revealed expanding channel choices offers many benefits despite the learning costs; customer characteristics play a strong role in their use of specific channels. Customer behaviour is strongly influenced by marketing efforts. When reading an article one would expect the......

Words: 1830 - Pages: 8

Premium Essay

Case Study Analysis Paper

...Case Study Analysis_WK5 PSY322/Consumer Psychology and Research June 16, 2013 Case Study Analysis The subject case studies are designed in order to conceptualize the cross-cultural consumer behaviors, their effects on business and company activities while analyzing the case study. The main realm of subject study is the consumer behaviors in global perspectives. The studies are also aimed to create the sense in the students about how to analyze the case study. So to achieve the said objectives the extensive literature review is conducted including the evaluation of consumer behaviors and their decisions regarding purchases while including the lessons learned by the Apple regarding the differences in consumer behavior and purchasing decisions between the Japanese market and the market outside of Japan. The consumer behaviors during the field survey administered under subject study are found dissimilar across the cultures. These dissimilarities in behaviors of the customers across the cultures affect the company’s marketing mix strategies. These effects are discussed in sections created below. Likewise the lessons learned from the Walt Disney Company about consumer behavior and purchasing decisions at Hong Kong Disneyland has also been added as a part of study while explaining various issues that may influence the behaviors of the consumers. Lastly the survey administered identifies the reasons behind the Japanese consumers’ behaviors of hating the iPhone...

Words: 1723 - Pages: 7

Premium Essay


...Jessica Turner has a master's degree in accounting and an undergrad degree in business. She established Turner Test Prep, a CPA exam review center, after being rejected by the Big Six accounting firms. She decided to bring the company into existence when she was searching for other employment options, and also because she had experience in the field when she worked at a review center's business office before taking up her master's degree. There, she inadvertently started teaching the math portion of the reviews, and received training in teaching. After passing the CPA exam on the first try herself, she decided that she would like to help those who want to take the CPA exam pass on their first try as well. And so she developed a business and marketing plan, convened with various professors to create a comprehensive curriculum, and opened her firm's doors. Instead of the normal review route of using books, software, or online courses, she provided a full service 6 week, 3-6 hours a day review regimen for her clients that include one hour live lectures from various professors, discussions about test taking skills and organizational skills to digest information faster, provided audiotapes that the clients can listen to at home or in their cars, executed timed mini tests as well as practice essay questions, one on one bi weekly client meeting to see how they've progressed and for them to ask questions, and a direct line to her via e mail for any queries the clients may have. She......

Words: 487 - Pages: 2

Premium Essay


...SYLLABUS—MKTG 4354—Marketing Channels and Logistics Fall 2015 INSTRUCTOR: Tom Reilly Office: 3067 Office Hours: Mon-Wed, 12:30 to 2:30 Appointments are both helpful and appreciated. An appointment will insure that we have enough time for the task at hand, and that the time is not double-booked, and that I am not doing something else. E-mail: Course Description: This course will examine the management of a firm’s distribution function. Specifically, we will explore the relationships among manufacturers, distributors, and retailers. In addition, we will study the structure, functions, interactions, and activities of the marketing channels. A special emphasis will be placed on decision making given the natures of these channels. Objectives: • To understand marketing channels including efficiencies achieved, conflicts created, and behaviors of channel members • To reinforce the principles of Marketing, and understand the differences when they apply to channel and logistical issues. • To be able to apply the above concepts in the context of real marketing decisions. • Exposure to careers in Channel Management Books Marketing Channels, a Management View, 8th edition, Rosenbloom, South-Western ISBN 13: 978-0-324-31698-8 Marketing Cases – VT ISBN 13: 978-1-269-77349-2 Grading: Exams (3): 30% Group written case : 15% Class......

Words: 529 - Pages: 3

Free Essay


...UNIT OUTLINE Read this document to learn essential details about your unit. It will also help you to get started with your studies. BMA604 Consumer Decision Making Semester 2, 2015 THIS UNIT IS BEING OFFERED IN: HOBART & BY DISTANCE Taught by: Professor Aron O’Cass (Unit Coordinator) CRICOS Provider Code: 00586B BMA604, Consumer Decision Making 2 Contents Contact Details ........................................................................................................................................ 2 Unit Description ...................................................................................................................................... 3 Prior Knowledge &/or Skills OR Pre-Requisite Unit(s) ............................................................................ 3 Enrolment in the Unit ............................................................................................................................. 3 When does the unit commence? ............................................................................................................ 3 University of Tasmania Graduate Quality Statement ............................................................................. 3 Intended Learning Outcomes for BMA604 ............................................................................................. 4 Learning Expectations and Teaching Strategies/Approach ........................................................

Words: 6673 - Pages: 27

Free Essay


...GCE Media Studies Advanced Subsidiary GCE Unit G322: Key Media Concepts (Television Drama) Mark Scheme for June 2011 Oxford Cambridge and RSA Examinations OCR (Oxford Cambridge and RSA) is a leading UK awarding body, providing a wide range of qualifications to meet the needs of pupils of all ages and abilities. OCR qualifications include AS/A Levels, Diplomas, GCSEs, OCR Nationals, Functional Skills, Key Skills, Entry Level qualifications, NVQs and vocational qualifications in areas such as IT, business, languages, teaching/training, administration and secretarial skills. It is also responsible for developing new specifications to meet national requirements and the needs of students and teachers. OCR is a not-for-profit organisation; any surplus made is invested back into the establishment to help towards the development of qualifications and support which keep pace with the changing needs of today’s society. This mark scheme is published as an aid to teachers and students, to indicate the requirements of the examination. It shows the basis on which marks were awarded by Examiners. It does not indicate the details of the discussions which took place at an Examiners’ meeting before marking commenced. All Examiners are instructed that alternative correct answers and unexpected approaches in candidates’ scripts must be given marks that fairly reflect the relevant knowledge and skills demonstrated. Mark schemes should be read in conjunction with the published question papers......

Words: 2522 - Pages: 11

Premium Essay


...engineers to be able to envision, from a broader perspective, the operation of an organization and the market one serves. You must learn to think, act, speak, and process from the “management mind.” This capstone course draws from all functional areas of an enterprise to provide strategic direction to an organization. It also provides engineers with a management perspective as a complement to the engineering orientation, which they currently possess. Strategies are offered to ensure not only success in a competitive “for profit” environment, but the sustainability of success throughout the economic cycle. A framework is developed to understand the interrelation of accounting, finance, operations, engineering, and marketing. Class format will be lecture, case study analysis, open discussion, guest speakers, and student presentation. Student Notice: As a...

Words: 1175 - Pages: 5

Premium Essay

Amazon's E-Business Model

...Barnes & Noble Vs. Amazon To attain a competitive advantage over, Barnes & Noble needs to develop a proper strategy and implement a successful marketing plan.   SITUATION ANALYSIS Barnes & Noble first must consider the issues and problems facing their company, and then perform an opportunity analysis to determine their strengths and weaknesses in relation to their customers, competitors, and company capabilities.   In regards to the main concerns of Barnes & Noble, the company needs to worry about the uncertainties associated with the expected rapid growth of the Internet, the changing profile of Internet users, increased competition and indeterminate future developments in electronic retailing from publishers, wholesalers, and retailers, and intense price competition.   By 2000, more than 80 million users will be on the World Wide Web, with an increase in females and a broader spectrum of education levels and age, changing the market demographics.   Additionally, some book publishers, namely Simon & Schuster and Bertelsmann, have expanded online, while the national leading wholesaler, Ingram, is developing a website where wholesalers could ship directly to consumers.   In the meantime, small publishers and universities have started to publish directly on the Web, avoiding print versions completely and thereby challenging the posterity of conventional books.   Within the Barnes & Noble Corporation, their smaller traditional bookstores......

Words: 2657 - Pages: 11

Premium Essay

Optus a case study? A report presenting an analysis of problems and issues facing a particular company, with recommendations of a plan of action and justification of that plan What is the purpose of a case study? To persuade audience that the recommendations are feasible, desirable and the best ones available Who commissions one? A client, or a firm‟s senior management who are seeking a way forward   understanding of case study approach clarification of directive words used in assignment tasks model of how to deconstruct process of writing a case study understanding of logical flow required in analysis of a case and indication of content relating to each section of report report structure analysis of language structures & cohesion models of integration of sources and referencing Directives tell you what to do with content and are closely associated with purpose of different sections in case study report. Importance of understanding precise meanings of key directives to meet task requirements. (Communication Skills Guide p22) Analyse Explain Justify Evaluate A. Present an informed assessment of something to judge how important/valuable it is B. Break down into main parts/important features. Discuss each &how they relate to each other • Evaluate firm‟s current situation (macro & micro) Context? What‟s happening & why? C. Give the „why‟ and / or „how‟ with clarifying cause and effect reasons from the......

Words: 1353 - Pages: 6

Free Essay

Diesel | Live, Breathe and Wear Passion

...Diesel | Live, breathe and wear passionSearch The Times 100 - Business Case Studies Logo Home PageCase StudiesSTEMRevision TheoryTeaching ResourcesCompaniesCareersShopBlogLogin The Times 100 / Business Case Studies / By Industry / Fashion Business Case Studies by Industry - Fashion Below is a list of The Times 100 business case studies from companies within the Fashion sector of industry. Choose a case study from the lists alongside each company. By TopicBy EditionBy CompanyBy Industry The Times 100 fashion case studies Logo [+] The product life cycle and online fashion [+] Strategic growth in the fashion retail industry Ben Sherman Logo Ben Sherman — Using the marketing mix in the fashion industry This case study examines how Ben Sherman uses the marketing mix to help the business remain competitive and extend its market share and influence. — Edition 13 C&A Logo C&A [+] Creating value - brand management [+] Implementing Codes of Conduct Diesel Logo Diesel — Live, breathe and wear passion This case study looks at how Diesel promotes its products and the brand. — Edition 15 Dr Martens Logo Dr Martens [+] Building a fashionable brand image [+] Re-engineering a business process [+] Development of a brand through trade mark protection Levi's Logo Levi's — Reclaiming the identity of a brand This case study has shown how Levi’s has used effective brand management planning to reclaim the brand and to turn around the fortunes...

Words: 495 - Pages: 2