Case  - Levi Strauss

QUESTION 1

Brands versus products

Using the Levi stable of brands, discuss the five (5) levels of meaning for a product. Ensure you substantiate your answer with examples from the case study.

Dedication to a brand is vital for sustained brand leadership. Discuss the five (5) factors that determine enduring leadership. Ensure you address all five factors in context of the Levi case study.

QUESTION 2

Customer based brand equity and brand positioning

The concepts of points of difference and points of parity can be invaluable tools to guide brand positioning. Three key issues in arriving at the optimal competitive brand positioning are defining and communicating the competitive frame of reference and choosing and establishing points of difference and points of parity. Discuss these three  key issues in context of the case study example Levi's Go Forth.

If you were the brand manager for Levi's, what would you suggest as an alternative brand mantra for the Denizen brand? Illustrate what the emotional and descriptive modifier would be, as well as the brand function.

QUESTION 3

Brand resonance

Making use of the five questions Selden and Colvin suggest in terms of determining whether a company is truly customer focused, discuss these five (5) questions by relating each question to the case study.

Brand resonance describes the relationship the customer has with the brand and the extent to which customers feel they are ‘in sync' with the brand. Resonance is characterised in terms of intensity and activity.

Describe in your own words what you believe is meant by the level of intensity and activity in terms of brand resonance. Make use of an example from the case study to illustrate your point.

Discuss the four (4) categories of ‘intensity and activity' in context of the case study.

QUESTION 4

Integrated marketing communications

In terms of the Levi Go Forth global marketing campaign, consider the four- major marketing communication options Levi's marketing team had when they were planning their campaign. Analyse and evaluate these four (4) options in context of Levi's global marketing campaign launched in 2012.

Evaluate the Levi Go Forth global marketing campaign by motivating whether you believe its campaign was effective and efficient. Use the six (6) criteria for determining the effectiveness of an integrated marketing campaign to base your answer on.

QUESTION 5

Designing marketing programmes

Strategies and tactics behind marketing programmes have changed dramatically in recent years - there have been some enormous shifts in the external marketing environments. In terms of the Levi organisation, what do you believe are some of the factors that forced its marketing team to embrace new approaches and philosophies when developing its marketing strategies? Outline at least six (6) factors. (6)

A special case of co-branding is ingredient branding. Using the Levi example in terms of its initiative with EKOCYCLE, discuss what you believe the advantages and disadvantages of ingredient branding are.

Designing marketing programmes

Strategies and tactics behind marketing programmes have changed dramatically in recent years - there have been some enormous shifts in the external marketing environments. In terms of the Levi organisation, what do you believe are some of the factors that forced its marketing team to embrace new approaches and philosophies when developing its marketing strategies? Outline at least six (6) factors.

A special case of co-branding is ingredient branding. Using the Levi example in terms of its initiative with EKOCYCLE, discuss what you believe the advantages and disadvantages of ingredient branding are.

PRESENTATION

Unless otherwise specified, a maximum of 20 marks may be deducted for not meeting the required presentation standard, based on the following aspects:

Structure and Grammar:
The content of the document should have a logical flow, guided by numbered headings and sub-headings for the various sections. Incorrect numbering, unsuitable language (non-academic and/or unprofessional), poor syntax and spelling errors will be penalised.

Students are to follow the required guidelines in terms of font type, font size, line spacing, justification, etc., as set out in the IMM Graduate School Yearbook.

Citation:
When including a quotation/reference in an assessment from a book, textbook, paper, author or other sources, correct in-text referencing of the source is required.

Referencing:
Referencing includes both in-text referencing and the reference list. References must conform to the style and format provided by the IMM Graduate School's ‘Harvard Referencing System Guide'.

Markers must indicate the presentation mark allocated to the student, on the cover sheet of the assignment. This mark is final.

Case - Articles - IKEA

Answer ALL the questions

Advanced Global Marketing is designed in such a way so as to expose you to the realities and challenges of the discipline through case studies, scenarios and practical examples. This assignment assesses your knowledge of global marketing in a practical way.

The prescribed textbook: Lee, K. & Carter, S. (2012) Global Marketing Management. 3rd ed. Oxford University Press, and the article on IKEA and references should be addressed.

Since the goal of this module is to extend your knowledge of marketing to the global context, it is important that you do understand the impact of different marketing environments on marketing strategy development and also be familiar with how a global marketer manages its operations abroad before you attempt this assignment.

Answer the questions stated below. Your assignment must be typed and should adhere to the general rules of the IMM Graduate School of Marketing pertaining to the style and format of assignments.

QUESTION 1

The global marketing environment demands a very different approach to doing business. It is key to giving a company a strategic advantage in satisfying the changing needs and wants of consumers worldwide, with different cultures and backgrounds.

Applying the knowledge that you have gleaned from Lee and Carter (2012, Chapter 1) and Study Unit 1, discuss how the aspects mentioned below can impact on the strategy of IKEA. Motivate your responses.

- new economic powerhouses 
- global engagement 
- the new consumer 
- competition 
- global service economy 
- technology 
- global media

QUESTION 2

With reference to IKEA, describe how it developed/can further enhance a sustainable competitive advantage for its product offering. Include the following models and aspects in your answer:

Application of the SELECT model to the IKEA offering
New sources of competitive advantage
- corporate social responsibility
- knowledge management
- information technology
- relationships

QUESTION 3

In order to expand their global market, IKEA are investigating expansion into Southern Africa. To do this IKEA would need to undertake research and address market segmentation.

Discuss the international marketing research process IKEA would need to follow with respect to introducing its brand and product offerings to Southern Africa Give examples for the various steps in the process relative to the brand.

Global market segmentation
- Discuss the various methods/approaches to segmentation that IKEA could use. Give examples.
- Identify with examples the different bases that IKEA can use for segmentation.
- Suggest and motivate a specific approach for IKEA to follow in its selection of target markets. 

QUESTION 4

Should IKEA decide to enter Southern Africa discuss the elements of a creative plan in advertising that they should consider. Reference should be made to their current corporate campaigns (refer the article and references to IKEA) and comment on the applicability thereof to Southern Africa, e.g. language and cultural differences. You are required to comment on each element of the plan vis-à-vis IKEA's current communications as reflected on their website and discussed in the article supplied.

Unless otherwise specified, a maximum of 20 marks may be deducted for not meeting the required presentation standard, based on the following aspects:

Structure and grammar:

The content of the document should have a logical flow, guided by numbered headings and subheadings for the various sections. Incorrect numbering, unsuitable language (non-academic and/or unprofessional), poor syntax and spelling errors will be penalised.

Students are to follow the required guidelines in terms of font type, font size, line spacing, justification, etc. as set out in the IMM Graduate School Yearbook.

Citation:
When including a quotation/reference in an assessment from a book, textbook, paper, author or other sources, correct in-text referencing of the source is required.

Referencing:

Referencing includes both in-text referencing and the reference list. References must conform to the style and format provided by the IMM Graduate School's ‘Harvard Referencing System Guide'.

Markers must indicate the presentation mark allocated to the student, on the cover sheet of the assignment. This mark is final.

Case  - Volkswagen Street Quest

Answer ALL the questions

References are to the prescribed textbook:
Chaffy, D. & Smith, P.R. (2013) Emarketing Exellence: Planning and Optimizing your Digital Marketing. 4th ed. Routledge.

QUESTION 1

Read the following material and answer the questions which follow.

Chaffy, D. & Smith, P.R. (2013) Emarketing Exellence: Planning and Optimizing your Digital Marketing. 4th ed. Routledge. Chapter 1.

Visit the Volkswagen South Africa website at www.vw.co.za

How effectively is Volkswagen utilising the 'SELL' S of the five S's model on their website? Provide screenshots to support you answer
Using Google, conduct on online search for the "Volkswagen GTI" and answer the following questions:

How does Volkswagen GTI rank in their Google paid advert search and what advice would you offer to their digital marketing team to improve their Google paid search ranking? Use screenshots to support your answer.

How does the Volkswagen GTI rank in their Google organic search and what advice would you offer to their digital marketing team to improve their Google organic ranking? Use screenshots to support your answer.

Discuss whether or not there is any evidence of online PR for the Volkswagen GTI brand and if in your opinion this opportunity is being maximised by Volkswagen.

In the Google page one search results, evaluate whether there is any evidence of social media activity for the Volkswagen GTI and make recommendations for improvement.

QUESTION 2

Read the following material and answer the questions which follow.

Chaffy, D. & Smith, P.R. (2013) Emarketing Exellence: Planning and Optimizing your Digital Marketing. 4th ed. Routledge. Chapters 2 to 4.

Case study: Volkswagen Street Quest

Evaluate and discuss how Volkswagen's online mix was morphed by the Volkswagen Street Quest campaign.

Evaluate the results of the Street Quest campaign for Volkswagen. Consider the response to the campaign and assess what this implies for usage of social media campaigns in South Africa.

Volkswagen needs you to develop goals for their social media strategy so that they can benchmark their progress. Provide them with an outline of Speak, Serve and Sizzle goals they could set and make suggestions about how they can measure and benchmark against these goals.

As a marketing consultant to Volkswagen, advise them on the following core social media activities and how they should be used to form a strategy for social media marketing.

acquiring new customers

enhancing customer service

harnessing the brand

QUESTION 3

Read the following material and answer the questions which follow.

Chaffy, D. & Smith, P.R. (2013) Emarketing Exellence: Planning and Optimizing your Digital Marketing. 4th ed. Routledge. Chapter 2.

Visit the Volkswagen South Africa website at www.vw.co.za

Pricing and price models are being turned upside down by the internet. Evaluate and discuss whether Volkswagen would be susceptible to pricing pressures caused by commoditisation and price transparency.

A range of options exist for businesses to generate revenue online. Review these options and select and discuss five (5) appropriate online revenue models that Volkswagen could implement to generate revenue from their website.

PRESENTATION

Unless otherwise specified, a maximum of 20 marks may be deducted for not meeting the required presentation standard, based on the following aspects:

Structure and grammar:
The content of the document should have a logical flow, guided by numbered headings and subheadings for the various sections. Incorrect numbering, unsuitable language (non-academic and/or unprofessional), poor syntax and spelling errors will be penalised.

Students are to follow the required guidelines in terms of font type, font size, line spacing, justification etc. as set out in the IMM Graduate School Yearbook.

Citation:
When including a quotation/reference in an assessment from a book, text book, paper, author or other sources, correct in-text referencing of the source is required.

Referencing:
Referencing includes both in-text referencing and the reference list. References must conform to the style and format provided by the IMM Graduate School's ‘Harvard Referencing System Guide'.

Attachment:- case studies.rar