Seminar 1. CASE Study - Breaking the ice PDF

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Instructions for the first case study. ...

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MARKETING

During the next six seminar sessions, you will have to research, reflect, decide and propose solutions to solve different cases on Marketing strategies. Each team will have to think and perform as an actual group of Marketers, eager to advise and offer recommendations to the different problems and challenges set out. Every session, one group will be in charge of an extended version of that particular case study, concerning both the written report and the oral presentation (15 min.); the other teams will prepare a shorter one (a 2 sides max. report and a 5-minute oral presentation). You will have to utilize critical thinking skills and teamwork to help the points to come through. Decision making, reaching agreement, efficiently expose the conclusions and, actively participate in the discussions will be also key milestones in the process. Enjoy the journey!

SEMINAR 1 CASE STUDY: BREAKING THE ICE Choose one company offering different brands and different varieties of the same product (Cf. Annex 1 – Some examples). Study the products and analyze the following items and answer the questions below, justifying every statement:

1. Why is this company using different brands and varieties within these brands? Which segments are covered? What is its target audience? 2. Who are their competitors? Evaluate its positioning, main tributes and differences towards those competitors. 3. What are the main market trends? 4. Is there any niche market? Propose and make one recommendation and specific initiative to serve and cover this niche.

A good way to get insights about what Marketing strategy(es) is a company driving and more particularly which segment(s) a brand is targeting, is by analysing the corporate reports, advertising campaigns, social media, the messages, who they intend to reach, their competitors, the distribution channels, the price strategies…

UPF – IBE – MARKETING. 2019-2020

Begoña Bogónez 1

MARKETING

For this seminar case, each team will: ▪

Write a one-page report (2 sides max. plus annexes including sources and any additional information interesting for the study research and implementation of the case).

▪

Choose a spokesperson to abstract the key points-conclusion in a 5-minute speech.

➢ Before the session (24h min.): All teams will deliver the report and any visual material which will be used to support their presentation (email: [email protected]).

➢

In the beginning of the session: All teams will hand in the report to the professor (b/w print).

➢

During the session: Each team will do the presentation of the case study (free use of PowerPoint, webpage screenshots and video to illustrate and complement it). Students will actively participate in the discussion, sharing conclusions, points of view, questions and, opinions.

➢

At the end of the session: Each team will deliver the Group Evaluation Form (Cf. Annex 2), distributed in the beginning of the session, conveniently fulfilled and individually signed to the professor.

N.B. - Plagiarism and Copying policies: Any students found copying and/or plagiarizing work, in whole or in part, will fail the course. They will receive a final grade of zero and will not be allowed to take the make-up exam. In accordance with the UPF Disciplinary Rules and Regulations for Students, other additional sanctions may apply depending on the seriousness of the offence.

UPF – IBE – MARKETING. 2019-2020

Begoña Bogónez 2

MARKETING ANNEX 1 EXAMPLES: NESTLÉ - BREAKFAST CEREALS

DANONE – YOGURT

UPF – IBE – MARKETING. 2019-2020

Begoña Bogónez 3

MARKETING

VOLKSWAGEN

PEPSICO - CHIPS

UPF – IBE – MARKETING. 2019-2020

Begoña Bogónez 4

MARKETING

ANNEX 2 Group Evaluation Form •

SEMINAR:

1

•

GROUP:

201

202

203

•

GROUP:

1

2

3

➢

2

3

4

5

6

4

5

DATE:

6

Evaluate each team based on: 1. Strengths and key conclusions presented 2. Opportunities to improve

➢

Signing individual attendance is mandatory.

GROUP 1. Strengths and key conclusions presented

2. Opportunities to improve

GROUP 1. Strengths and key conclusions presented

2. Opportunities to improve

UPF – IBE – MARKETING. 2019-2020

Begoña Bogónez 5

MARKETING

GROUP 1. Strengths and key conclusions presented

2. Opportunities to improve

GROUP 1. Strengths and key conclusions presented

2. Opportunities to improve

GROUP 1. Strengths and key conclusions presented

2. Opportunities to improve

MEMBERS:

UPF – IBE – MARKETING. 2019-2020

SIGNATURE:

Begoña Bogónez 6...