Marketing case study example

Marketing As a discipline with strong application, case study teaching in marketing teaching has a pivotal position and role. The following is what I have organized for you about marketing case study example, to give you as a reference, welcome to read!

Marketing case study essay 1: Hilton's smile service

The United States? Hilton in 1919 to his father left him 12,000 U.S. dollars along with their own earned a few thousand dollars to invest out. Began his ambitious career of operating hotels. When his assets from 1,500 dollars miraculously increased in value to tens of millions of dollars, he was happy and proud to tell his mother about this achievement, unexpectedly, his mother said blandly: ? In my opinion, you are no different than before... In fact, you have to grasp something more valuable than $51 million: in addition to being honest with customers, but also to find ways to make the people who come to the Hilton Hotel have stayed and want to come back to stay, you have to come up with such a simple, easy, no-cost, but long-lasting way to attract customers. That's how your hotel will have a future.

His mother's advice puts Hilton at a loss: what exactly is the best way to do what his mother pointed out? Simple, easy, no cost and long-lasting? These four conditions? He pondered hard to understand. So he shopped, string of hotels, with his own personal experience as a customer, came up with the exact answer: ? Service with a smile? Only it is real at the same time with the four conditions proposed by the mother. From then on, Hilton practiced the original business strategy of service with a smile. Every day, his first words to the waiter are? Did you smile at the customer? He asked every employee to throw a smile at the customer no matter how hard they worked, and even when the inn business was severely affected by the recession, he often reminded his workers to remember: ? Never put our heart of the sad clouds on the face, no matter how the hotel itself suffered difficulties, Hilton hotel waiter lids smile is always belong to the sunshine of the travelers.

In order to meet the demands of customers, the Hilton? The Empire? In addition to being filled with? Smile? In addition, in terms of organizational structure, Hilton tries its best to create a system as complete as possible in order to become a comprehensive service institution. Therefore, in addition to providing perfect accommodation, the Hilton Hotel also has a cafe, meeting rooms, banquet halls, swimming pools, shopping centers, banks, post offices, florists, clothing stores, airline agencies, travel agencies, taxi stands and a complete set of services and facilities, so that travelers who get to stay at the Hilton Hotel really feel a sense of ? Home away from home? feeling. When he once again asked his staff: "What do you think needs to be added? What do you think needs to be added? The staff could not answer, he smiled:? Or a first-class smile! If it were me, with first-class equipment but no first-class service, I'd rather leave and stay in a hotel with old carpets but smiles everywhere.

Please read the above case carefully and answer the following questions:

What is the concept of service with a smile? Is Hilton able to retain its customers only because of the smile service?

Short answer:

It reflects the concept of customer-centered marketing.

Smiling attracts customers, but it is not just about smiling at them. Smile is just a form. Its meaning is very rich. It reflects a concept, a mentality. A kind of customer interests at the center of the business philosophy. Under the domination of this concept, in order to meet the requirements of customers, Hilton? Empire? In addition to everywhere full of? Smile? In addition, in terms of organizational structure, Hilton tries its best to create a system as complete as possible in order to become a comprehensive service institution. In addition to providing perfect accommodation and food, the hotel also has a coffee shop, meeting rooms, banquet halls, swimming pools, shopping centers, banks, post offices, florists, clothing stores, airline agencies, taxi stands, and a complete set of services and facilities, so that travelers who get to stay at the Hilton Hotel have a sense of ? Home away from home? feeling. This is the fundamental reason for customer retention.

Marketing case study example 2: Johnson & Johnson how to cope with the crisis

Johnson & Johnson's production of Tylenol capsules is a painkiller, sales of 4.35 billion U.S. dollars in 1981, accounting for Johnson & Johnson's total sales of ? percent and 17 percent of total profits. one day in late September 1982, a patient named Adam? Janus died the same day after taking a pill; on the same day, another couple who took Tylenol, also died two days later. The news quickly spread throughout the United States. Johnson & Johnson's share of the painkiller market fell from 35.3% to less than 7%, and the company faced a huge crisis. Johnson & Johnson reacted quickly:

The first step was to investigate and clarify the facts.

(1) The company quickly collected information about the victims, the cause of death, the batch number of toxic Tylenol, the retail outlets of the drug, the date of manufacture of the drug, the pathway to the distribution network, etc. To this end, the company specifically asked 100 FBI and state detectives to track down 2,000 clues and study 57 reports.

(2) Turn to the media for accurate and timely information to avoid panic. Through the investigation, the report: the poisonous capsules were the result of someone buying the finished product from a drugstore and then mixing it with hydrogen sulfide and returning it to the store, and it was not a problem in Johnson & Johnson's production. It cost Johnson & Johnson half a million dollars in wire fees alone to get the news out to customers and the media.

The second step is to assess and contain the impact of the incident.? The Tylenol poisoning incident? cost Johnson & Johnson over a hundred million dollars, but most notably the impact on its trademark itself. Johnson & Johnson conducted a poll afterward and found that 49% of people answered that they would still use the drug, so Johnson & Johnson put the drug back on the shelves.

The third step was to revitalize Tylenol. Johnson & Johnson achieved this goal by ? Stabilize regular customers and penetrate the new customer base?

(1) Ask Dr. Thomas Gates, a pharmacologist at McNair Laboratories, which developed the drug, to tell people who use the drug in advertisements that they are not using it. Gates, the pharmacologist who developed the drug at McNair Laboratories, to thank the American people who use the drug in an advertisement;

(2) Encourage users of the capsules to try the Tylenol tablets;

(3) The company promises that it will not be able to use Tylenol in the event of a ? poisoning incident? Customers who threw away their Tylenol after the incident were offered a $2.50 coupon for calling a toll-free number;

(4) The company designed a new tamper-resistant package to enhance people's trust.

Through a series of careful planning and actions, Johnson & Johnson regained 35% of the market share in just 8 months, which it maintained until 1986, earning Johnson & Johnson huge profits.

Please analyze:

(1) Johnson & Johnson encountered such a serious environmental threat, but was able to defuse the crisis and regain the market after only 8 months. Please analyze this using the principles about corporate responses to environmental marketing.

(2) What inspiration can we get from this incident?

The analysis of this question should include the following key points:

The environment includes both opportunities and threats, and the purpose of analyzing the environment is to identify opportunities and avoid and mitigate threats.

Enterprises are not powerless to the environment, enterprises in the analysis of the environment on the basis of the ability to increase the ability to adapt to the environment, to avoid threats, but also under certain conditions to change the environment.

In this case, Johnson & Johnson faced the threat and adopted mitigation strategies to regain consumer trust.

Marketing Case Study Sample Essay 3: KFC timely handling of the Sudan Red incident

March 15, 2005, the relevant departments of the Shanghai Municipality in the KFC a number of restaurants for sampling pick up, found that the new Orleans chicken Yik Yik and new Orleans chicken thighs burger seasoning contains ? Sudan red one? Ingredients. 16 morning, Yum Group Shanghai headquarters informed the national KFC branch? From the 16th, immediately in all KFC restaurants across the country to stop selling New Orleans chicken wings and New Orleans Chicken Thigh Castle two products, while destroying all the remaining seasoning.

On the afternoon of March 16, Yum released a public statement announcing that the New Orleans Chicken Wings and New Orleans Chicken Thigh Burger seasonings contained ? Sudan Red One? and apologized to the public. Yum said, will strictly trace the relevant suppliers in the seasoning in violation of the use of? Yum said it will strictly investigate the suppliers concerned for the illegal use of Sudan Red I in the seasonings. The company said it will strictly investigate the responsibility of the supplier for the illegal use of Sultan One in the seasoning.

KFC China part of the production of crystals, containing Sudan Red incident after nearly two weeks of testing and investigation, KFC belongs to the Chinese Yum! Ltd. supplied two batches of chili powder to Zhongshan Kikkafu Company in Guangdong Province. Yum Brands assures consumers nationwide that all KFC products are free of Sudanese red.

KFC has suffered a major blow this time due to the Sudan Red issue. Su Jingshi said, in view of the lessons of the Sudan red incident, China Yum Brands decided to take three measures to prevent some of the food production suppliers can not strictly food safety brought about by the hidden dangers: First, will be in the past based on the strengthening of the original detection capabilities, investment of 2 million yuan to establish a modern food safety testing and research center, all products and the use of raw materials to carry out safety sampling, well on the safety of China's food supply research on the safety of China's food supply. Secondly, all major suppliers are required to increase personnel, purchase necessary testing equipment, and conduct food safety sampling tests on all incoming materials. Thirdly, we will strengthen the criteria for selecting upstream suppliers to prevent suppliers who are unable to uphold food safety from entering the supply chain.

Please read the above information carefully and answer the following questions?

1. In the face of? Sudan Red I? event to KFC environmental threats, Yum Group have taken what countermeasures? Evaluate these measures using the principles of marketing.

2. Through this incident, you think the marketing activities of enterprises in the process of adaptation and coordination with its marketing environment should pay attention to what issues?

The answer to this question should contain the following points:

1. The environment contains both opportunities and threats, the purpose of analyzing the environment is to find opportunities, avoid and mitigate threats.

2. Enterprises are not powerless to the environment, enterprises in the analysis of the environment on the basis of the ability to increase adaptability to the environment, to avoid threats, but also under certain conditions to change the environment

3. In this case, Yum faces the threat of the Group has taken the following measures:

(1) to stop the sale of products containing Sudanese red, the destruction of the remaining seasoning;

(2) Publicly apologized and traced the responsibility;

(3) Announced the test results and guaranteed that all of its products were free of Sudan Red,

(4) Formulated measures to eliminate the hidden danger.

All of the above measures belong to the category of mitigation strategy, through which the company gradually eliminated the impact of the incident and regained the trust of consumers.

4. In the intricate and turbulent marketing environment, enterprises must continue to build their core competitiveness, enhance their resilience, grasp the dynamics of the environment at any time, identify problems in a timely manner, and solve them quickly and properly in order to avoid and mitigate environmental threats and enable the healthy development of enterprises.

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