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Guideline For Case Study

The case study report outlines a corporate marketing strategy focusing on segmentation, targeting, differentiation, and positioning. It includes details on current marketing mix elements such as product, price, place, and promotions. Additionally, it provides a framework for answering specific questions related to the case study.

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duong14112
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9 views4 pages

Guideline For Case Study

The case study report outlines a corporate marketing strategy focusing on segmentation, targeting, differentiation, and positioning. It includes details on current marketing mix elements such as product, price, place, and promotions. Additionally, it provides a framework for answering specific questions related to the case study.

Uploaded by

duong14112
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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CASE STUDY REPORT

(Each group is to present briefly about the assigned case study with the following guideline)
I. CORPORATE MARKETING STRATEGY
1) Current Marketing strategy:
a) Segmentation: Identify the appropriate segmentation base you found in the case by click ()
in the appropriate box(x)
i) Segmentation bases for B2C Firms
Segmentation bases Examples
Demographic  Age and life-cycle stage
 Gender
 Income
Geographic  Countries
 Regions
 Cities
Psychographic  Social class
 Lifestyle
 Personality
Behavioral  Occasions,
 Lợi ích tìm kiếm,
 User status (nonusers, ex-users, potential users, first-time users,
and regular users)
 Usage rate (light, medium, and heavy product users)
 Loyalty status (hardcore loyal, somewhat loyal, non-loyal).
ii) Segmentation bases for B2B Firms
Segmentation bases Examples
Demographic  Type of industry
 Company size
Geographic  Countries
 Regions
 Cities
Behavioral  Benefits sought:
 User status (nonusers, ex-users, potential users, first-time users,
and regular users):
Usage rate (light, medium, and heavy product users):
Loyalty status (hardcore loyal, somewhat loyal, non-loyal):
b) Targeting: Describe specifically the target customers from the information you found in the
case:
For example: The target market of the firm consists of people with (demographic characteristics),
located in (geographic characteristics), with (psychographic traits – optional), behavioral
characteristics.
c) Differentiation: Describe the differentiation base of the firm vs. their competitors:
i) Describe the competitors in the case
 Competitor 1: (brief description)
 Competitor 2: (brief description)
 Competitor 3: (brief description)
 Etc.

ii) Select the differentiation base of the firm


 Identify the different points of the firm vs. its competitors
 Evaluate each differentiation point based on the scale: 1 (lowest level) to 10 (highest level)

Differentiation bases Thuộc tính Dịch vụ Kênh Con Hình ảnh


sản phẩm người
Criteria
1 Quan trọng. Sự khác biệt mang lại
lợi ích được đánh giá cao cho người
mua mục tiêu.
2 Đặc biệt. Đối thủ cạnh tranh không
cung cấp sự khác biệt, hoặc công ty
có thể cung cấp nó theo cách đặc
biệt hơn.
3 Vượt trội. Sự khác biệt là vượt trội
so với những cách khác mà khách
hàng có thể có được lợi ích tương
tự
4 Truyền thông. Sự khác biệt là
truyền nhiễm và có thể nhìn thấy
cho người mua.
5 Ưu tiên. Các đối thủ cạnh tranh
không thể dễ dàng sao chép sự
khác biệt.
6 Affordable. Người mua có thể đủ
khả năng để trả tiền cho sự khác
biệt.
7 Lợi nhuận. Công ty có thể giới thiệu
sự khác biệt có lợi nhuận
Total points
 Select the differentiation point with highest total scores to use for positioning.
d) Positioning: Describe the positioning strategy of the firm:
For example: To (target segment and need) our (brand) is (concept) that (point of difference).
2) Current Marketing mix:
a) Products: Briefly describe the firm’s current product strategy.
b) Price: Briefly describe the firm’s current pricing strategy.
c) Place: Briefly describe the firm’s current distribution strategy. Draw a chart to illustrate.
Example:

Manufacturer

Wholsalers Off-line Retailers Online Retailer

Retailers

End-users End-user End-user

d) Promotions: Briefly describe the firm’s current promotion strategy.


II. Answer the given questions in the assigned case:
1. Question 1: “...........................................................................”
a. Answer the question:

“..................................................................................................................................................................”

b. Citation from the case:

“..................................................................................................................................................................”

c. Citation from the textbook:

“..................................................................................................................................................................”

2. Question 2: The same as above


3. Question 3: The same as above
4. Question 4: The same as above
5. ........................................
- The End -

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