Contemporary Strategic Marketing

Second edition

by Ross Brennan, Paul Baines, Paul Garneau and Lynn Vos

List of case studies

BRITISH TELECOMMUNICATIONS PLC (2001):
STRATEGIC CHALLENGES

BT’s strategy
Mergers and alliances
Corporate reorganisation 2000/2001
The challenge remains
Discussion Questions
References
Relevant websites
Appendix: 1995 and 1996 data on comparative
telecommunications companies


BT PLC: BRAVE NEW WORLD
The brave new world of mobile and VoIP
Relationships and partnerships
Major challenges
And still the future is uncertain …
Discussion QuestionsReferences
Relevant websites


COMPETITION IN THE UK ICE CREAM MARKET
Market size and consumer taste trends
Competitive activity
The market leader

The key rivals
Freezer exclusivity
Discussion QuestionsReferences
Relevant websites
Appendix: A note on breakeven analysis


LONDON OLYMPICS 2012: THE RACE FOR SPONSORSHIP
Background
The national sponsorship opportunity
Preventing ambushing
Discussion Questions
References
Relevant websites

ABBEY: MORTGAGE MARKETING IN THE UK
Introduction
Takeover and makeover
The UK mortgage market
Consumer choice and mortgage product development
Discussion Questions
References
Relevant websites

GLAXOSMITHKLINE IN SOUTH AFRICA
Background
A brief history of GSK
GSK products in context
The international trade context
HIV/AIDS
The broader argument about drug prices
The case of South Africa
Discussion Questions
References
Relevant websites

UPS: 100 YEARS OF TURNING BROWN INTO GOLD
Nine decades on wheels
UPS today
Purpose and mission
Structure
UPS and ICT
Strategic marketing issues and concerns
Stiff competition
The colour brown
Return services
Sports marketing
The UPS foundation
The environment
The future: technology, globalisation and … the universe!
Discussion Questions
References
Sources


NEWS CORPORATION IN THE BRITISH NEWSPAPER MARKET
Rupert Murdoch and the News Corporation
The UK newspaper market
News International’s rivals
Price war among the ‘qualities’
News International and the ‘predatory pricing’ allegations
The future of the British newspaper industry
Discussion Questions
Relevant websites
Appendix A: A brief history of the News International
portfolio of British national newspapers
Appendix B: Conditions imposed by the OFT on future
price reductions of The Times

A TALE OF TWO WINE BRANDS
Introduction
The UK wine market
A tale of two wine brands – Jacob’s Creek and Blue Nun
Discussion Questions
References
Relevant websites

BRICOL ENGINEERING LTD
The global motor industry in 2001
BriCol Engineering Ltd in 2001
One week later
BriCol Engineering Ltd in 2006
Discussion Questions
Relevant websites

CRISIS IN THE EUROPEAN AIRLINE INDUSTRY
Competition and deregulation
The entrance of low-cost airlines
Air transport demand and the World Trade Center bombing
Discussion Questions
References
Relevant websites

GOLDEN ARCH HOTELS
Part A (2001)
Food and hospitality
Arrival
Check-in
Your room
Mealtimes
Other amenities
Discussion Questions
Part B (2006)
Park Inn – Zurich airport site
Park Inn – Lully site
Discussion Questions
Sources
Relevant websites
Note


MARKETING AUSTRALIA TO THE WORLD
The Australian international tourist industry in 2002
Overseeing the Australian tourism industry
The future for Australian tourism
Discussion Questions
References
Relevant websites

TROUBLE WITH THE CPC100
Introduction
The play
Discussion Questions

COCA-COLA: CHALLENGES TO GROWTH
Coca-Cola goes international
Global challenges
Corporate social responsibility (CSR) and Coca-Cola
Discussion Questions
References