BUS350: The use of case studies has been incorporated throughout the unit to provide a range of ‘real-world business examples: Strategic Marketing Assignment, MU, Singapore

The use of case studies has been incorporated throughout the unit to provide a range of ‘real-world business examples. They introduce a selection of business case studies which include product successes and failures. Some also demonstrate how businesses have tackled challenges and as a result regained market dominance.

Your recognition of the issues faced in the marketing environment is required. Informed discussion with relevance to previous and current marketing studies is also required in response to the questions posed by the case studies.

• Identify the demographic characteristics of the target market for Kill Kapture.
• In psychographic segmentation of the target market for the Kill Kapture brand. how does the concept of self-orientation apply?
• What type of targeting strategy is Kill Kapture using?
• Identify the other merchandise items available for sale in addition to the Pathfinder jacket. Discuss their relevance to the core brand.