This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to: examine the role of corporate, business, and marketing strategy in strategic marketing; recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth; interpret the various elements of marketing strategy and apply them to a particular real-world situation; apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues; apply ethical frameworks to strategic marketing situations. Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management.
Author(s): Russell Abratt, Michael Bendixen
Publisher: Routledge/Taylor&Francis
Year: 2019
Language: English
Pages: 159
Tags: Strategic Marketing
Cover......Page 1
Half Title......Page 2
Title Page......Page 4
Copyright Page......Page 5
Dedication......Page 6
Table of contents......Page 8
About the authors......Page 9
Preface......Page 10
Chapter 1 Strategic marketing......Page 12
Analysis of the strategic situation......Page 13
Identifying and evaluating strategic alternatives......Page 14
The market-driven organization......Page 15
Conclusion......Page 16
XFINITY from Comcast: the quest for better customer service......Page 17
Industry......Page 18
History......Page 19
Current status of the company......Page 20
Looking ahead......Page 21
Background/company information history......Page 23
The ultra low-cost airline industry......Page 24
Delta Airlines......Page 25
References......Page 26
Objectives of market segmentation......Page 28
Segmentation implementation......Page 29
Conclusion......Page 30
Company background......Page 32
The McDonald’s way......Page 33
The health conscious consumer......Page 34
Targeting a market......Page 35
Burger King’s strategic positioning......Page 36
The way forward......Page 37
Company information......Page 39
Industry information......Page 40
Competition......Page 41
Consumer information......Page 42
What did they do?......Page 44
References......Page 45
Price positioning......Page 47
Benefit positioning......Page 48
Conclusion......Page 49
Background......Page 50
The company......Page 51
Technological......Page 52
Stakeholders......Page 53
Organizational structure......Page 54
Strategies......Page 55
Restaurant industry info/micro-environment......Page 56
Fast casual dining segment......Page 57
Customer/consumer info......Page 58
Kids and family......Page 59
Issues/business performance......Page 60
Background......Page 64
Services of FedEx Corporation......Page 65
Competitive positioning......Page 66
DHL......Page 67
Amazon......Page 68
References......Page 69
Types of product-market structures......Page 71
Strategy by simple rules......Page 72
Conclusions......Page 73
Competition......Page 74
The history of Twitter......Page 75
Current status......Page 76
Jack Dorsey – background and influences......Page 77
Twitter’s problem......Page 78
CrossFit SOFLA: growing pains......Page 80
The affiliate model......Page 81
Services offered......Page 82
Service strategy......Page 83
Current marketing efforts......Page 84
Competition......Page 85
References......Page 86
A corporate brand most often has a rich heritage......Page 87
While some companies have a local frame of reference, some have a global frame of reference as well......Page 88
Internal brand management......Page 89
Conclusion......Page 91
The automotive industry......Page 92
Technological trends......Page 93
The luxury car segment......Page 94
Competition in the luxury segment......Page 95
GM and the luxury car segment......Page 96
Cadillac’s history and the start of its uphill battle in the luxury category......Page 97
Cadillac in the twenty-first century......Page 98
Paving the road to change......Page 100
Alphanumeric naming scheme......Page 101
Daring greatly: brand repositioning......Page 102
Will Cadillac’s turnaround efforts be enough?......Page 103
Uber Technologies Inc.: managing the repercussions of #DeleteUber......Page 107
The ridesharing industry......Page 108
Uber’s competitive positioning......Page 109
Uber’s target market......Page 110
Drivers/partners......Page 111
Uber’s challenges......Page 112
Attempts to mend the damage......Page 113
Plans for the future......Page 114
History of World Fuel Services......Page 117
Company strengths and weaknesses......Page 118
Market outlook......Page 119
The leadership......Page 120
Internal marketing and branding......Page 121
Implementing an internal marketing and branding program......Page 122
Industry analysis......Page 123
Business model......Page 124
Company culture and leadership structure......Page 125
External stakeholders......Page 126
Delivering on company promise......Page 127
Learning and development team......Page 128
Importance of internal marketing......Page 129
References......Page 130
Reputational risk......Page 131
Investments in human capital workplace (good employer)......Page 132
Value of corporate reputation......Page 133
Conclusion......Page 134
Company overview......Page 135
Industry overview......Page 137
Competitor overview......Page 138
First-time buyers......Page 139
Adult homebuyers......Page 140
Brand reputation and customer complaints......Page 141
How consumer trust affects brand reputation......Page 142
Building a reputation......Page 143
Chipotle history......Page 145
Background information......Page 147
Current company status......Page 148
Value proposition/target market......Page 149
Food safety concerns......Page 150
Food safety policy......Page 151
Does fresh fast food come at a price?......Page 152
References......Page 153
Index......Page 156
