Other tutorial solutions - Activity 3 The Role of Marketing...

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Activity 3: The Role of Marketing at McDonalds Purpose This activity is designed to simply highlight the factors that make McDonalds so successful. If their core product isn't necessarily great quality, then what is driving their success? In other words, to try and identify their general strategy and aspects of their marketing mix. It should also help identify that marketing is a key function of McDonald's success. Solution Guide Some possible ideas are: Convenience - speed of service Convenience - locations Suited to different situations - alone, friends, with kids Consistency of product Value for money Strong brand/well known Good, comfortable facilities Broad choice of menu Good service Choice of delivery (counter/McCafe/drive-thru) It can be argued that all of these success factors are a marketing responsibility.
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Activity 4: What CRM Tactics Should We Use? Purpose This activity is designed to get a general understanding of CRM and also get an idea of how mix elements should be structured together to form a consistent offering. Solution Guide No set approach required - some tactics are better than others. (But I have bolded the likely better approaches - need to build personal relationships are provide services that they can't get elsewhere as a new customer.) Invite to hospitality events (like the Grand Final) Give advice on conferences/travel Invite to the hotel’s Christmas party Ongoing preferential treatment Give occasional free gifts Free room upgrades Give occasion free lunches/coffee/drinks Provide priority queues/access Keep in contact via direct mail Allow access to senior management Keep in contact via email Provide a dedicated business contact Send a regular newsletter Provide flexible payment terms Keep in contact via personal phone calls Send Christmas cards Invite to special events at the hotel Develop social bonds/friendships
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Provide regular discounts Provide networking opportunities Provide special services/menus Give access to a “club” (like Qantas Club) Loyalty programs Get staff to know customer names
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Activity 7: Making Strategy Choices Purpose This exercise is designed for students to determine an appropriate strategy that is based on the firm’s strengths and its position in the market. Solution Guide 1. Double his sales team and focus on selling more cheese to the restaurant market (that is, get more NEW customers), Growing the business by increasing the market penetration is a good idea . However, doubling in sales teams might be a little bit ambitious given his level of profitability and may be confronting to give large competitor (therefore, just adding one or two people to his sales force might be more appropriate.) 2. Use more frequent discounting so that his existing customers will buy more cheese, This is not a particularly good idea . Firstly it will erode his margins and profitability. Secondly it will position his company as a discounter, rather than a provider of gourmet cheese. And finally his customers probably will not buy more
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