it is a case study
i will upload it bellow

i need you to read the case study carefully and then
you will need to find out the most 3 questions can be applied and answer them
question one: “Considering both macro and micro environmental factors, evaluate the
actions being taken by this company to respond to current market
challenges. To what extent do you feel these actions will be successful?”
1. Identify the relevant macro environmental factors in this case. How
are these relevant and what might their impact be?
2. Identify the relevant micro environmental factors in the case. How
are they relevant and what might their impact be?
3. Identify the actions the company is taking to react to those
challenges
4. Evaluate the likely success of these actions – are the challenges as a
result of micro or macro factors?.
To best answer this case study question…
• You must be able to successfully define and identify macro and micro
environmental factors that affect the way a company markets itself.
• You should be able to effectively identify and weigh up the actions that the
company is taking to respond to those challenges
• You should be able to think critically to evaluate purpose and likely success of
those actions on the future of the company

question 2:• “Explain how the development and maintenance of strong customer
relationships is of benefit to this organisation and its customers.”
1. Identify the actions that Starbucks is taking to develop and maintain
relationships with its customers
2. What might a strong customer relationship look like in this case?
3. What benefits might strong customer relationships have to the
organisation? Why might the organisation be motivated to invest in
this?
4. What benefits might strong customer relationships have for the
customer? Why might the customer be motivated to invest in this?
To best answer this case study question…
• You must be able to successfully define and identify relationship marketing
• You should be able to effectively identify and weigh up the benefits of
adopting a relationship marketing approach to both the organisation and the
customer
• You should be able to think critically about how organisations motivate
customers to engage in relationship building with their brand
Stronger responses…
• Stronger responses should go on to consider the issue of value for customers
in establishing a competitive advantage, and to explore trust and
commitment, and review the ideas about customer service and the
management of relationships. All points clearly linked with the case study.
question 3: • “Using Ajzen’s Theory of Planned Behaviour, explain the purchasing
behaviour exhibited by customers in this case study.”
1. Define Ajzen’s Theory of Planned Behaviour (TPB)
2. Explain the meaning of Ajzen’s Theory of Planned Behaviour
3. Identify the purchasing behaviour in this case
4. Make some links between the purchasing behaviour and TPB
Your answer might include:
To best answer this case study question…
• You must be able to successfully define and explain Ajzen’s Theory of Planned Behaviour
• You should be able to effectively identify the purchasing behaviour exhibited by
purchasers of Red Bull, and the influences on that behaviour
• You should be able to think critically about TPB and identify how the elements of TPB
that influence the behaviour of Red Bull customers
• Stronger responses will make very strong and persuasive links between the customer
purchasing behaviour in this case and TPB. They might also go on to consider how Red
Bull continues to invest in differentiating its brand from other energy drinks to maintain
its status – its investment in social media and stunts, its maintenance of small cans and
pricing strategy, for example.
• They might also critique TPB itself as the theory assumes a mainly linear decision-making
process, it does not account for other variables like past experience or mood, or
environmental or economic factors that might intervene at any point in the model.
question 4: “Analyse the market segmentation approach applied in this case.
Discuss how this segmenting has enabled the organisation to target
their offering effectively.”
1. Define segmentation
2. Apply the theory of segmentation to Rolex’s approach in the case
study
3. How has this approach to segmentation affected the company’s
performance in recent years?
4. How has this affected the way the organisation has developed its
marketing mix
Your answer might include:
To best answer this case study question…
• You must be able to successfully define and apply the theory of segmentation
to the case study, in this case Rolex
• You should be able to effectively identify the impact of this segmentation on
the organisational performance of Rolex in recent years
• You should be able to think critically about the impact of Rolex’s market
segmentation on the development of its marketing mix
• Stronger responses will be very analytical, making convincing links between
the theory and the case study. For example, they may explore the influence of
globalisation or digital technology, especially social media, on segmentation
variables. The might also think strategically about how their segmentation
strategy has affected their ability to target their products/services effectively,
and the impact of this on the state of the competition in their market. All
points linked closely with the case study.
question 5: • “Assess the characteristics of the promotional tools used in this case,
and how they are being used to drive this brand forward.”
1. Identify the relationship between marketing communications,
promotional tools and brands.
2. What promotional tools are used within the case? Define these
tools, and provide an example for each.
3. Assess the key characteristics of the promotional tools you
identified (e.g., What are they, strengths, limitations; etc.)
4. How do each of these tools impact this brand? Specifically, how do
they drive the brand forward?
Your answer might include:
To best answer this case study question…
• You must discuss promotional tools in relation to marketing communications. In this
discussion, you should be able to define/describe marketing communications and
evaluate the purpose of these communication processes.
• You should be able to effectively assess the promotional tools/ promotional mix
presented with in the case. Be sure to evaluate advantages and disadvantages.
• You should be able to identify impact/effect that the given promotional tools have on
the brand. Examples should be used throughout to help illustrate primary points.
Stronger responses…
• Should be analytical, drawing links between the theory and the case study while also
integrating understandings/learning from across module topics.
• Might critique the current promotional mix and identify how other tools may serve
the brand better now at the present time.


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