We have Learned that Marketing goes Beyond Simply Talking to Customers: Marketing Case Study, SUSS, Singapore

QUESTION 1.

We have learned that marketing goes beyond simply talking to customers. Firms are now embracing the holistic marketing concept, recognizing that everything matters in marketing. a) Imagine you are managing a clothing store here in Singapore, applying the framework of the holistic marketing concept, describe the key marketing activities (using examples) you would undertake to ensure the successful running of the business. b) The store has secured distribution rights of a popular American clothing brand not previously available in Singapore. To make the most of the new deal, you want to create an effective communications campaign. Describe the approach you would use in developing and implementing this campaign, highlighting the key knowledge you would need, and the decisions to be made.

QUESTION 2

You and your business partner own a small coffee chain that has grown from 1 store to 3 stores in a relatively short period of time, mainly due to a great coffee product, excellent service and strong word-of-mouth. Due to its success, and your vision for future growth, you would like to hire a brand consultant to help grow your brand and avoid any of the usual pitfalls. Your business partner is not convinced. Discuss the following concepts associated with branding to bring your partner up to speed! (Use the example of the coffee shop where relevant): a) Explain what successful brand management can do for your company b) What approaches and models would the consultant typically use when adopting strategic brand management? c) Your chef has also developed a new oat slice which is gaining its own reputation. There are thoughts you may try to sell this beyond the café, and get other food retailers to distribute it. But how would you brand it? In your response explain the branding options you should consider and provide a rationale for your recommendation.

QUESTION 3

You have recently been appointed as CEO for a hotel chain. It is a mid-sized hotel chain that is entering a competitive market. The chain needs to differentiate its service from that of competitors, positioning itself as a hotel with excellent service at an affordable price. However, the intangible nature of services makes this difficult to demonstrate. a) Firstly, explain what the 4 distinctive characteristics of services are using the hotel as an example b) How can the hotel convey its message effectively to prospective guests using marketing tool of place? c) Given the focus on excellent service, what are the steps that the hotel can take to increase quality control over services and reduce variability? d) Prior to launch, you want to give your team a motivational talk about the importance of service quality. Describe the five determinants of service quality using examples of a hotel experience to explain each concept.

QUESTION 4

Imagine you are a marketing manager for a regional arts organization. You are tasked with growing your audience, but realize you know very little about your market, including uncertainty about who your current customers are, who your potential customers are, and who you directly compete with. You realize that your team needs to develop some market insight and establish a market intelligence system. Discuss the following: a) What is a market intelligence system, and given the type of organization you work in, what different categories of intelligence should you aim to collect (use examples where possible)? b) Given the task of growing audience numbers, outline how primary market research could help you do this – be explicit in describing what market research approach you would undertake, your objectives, and what decisions would you hope this insight helps inform.