Case study analysis
• The use of case studies has been incorporated throughout the unit to provide a range of ‘real-world business examples. They introduce a selection of business case studies which include product successes and failures. Some also demonstrate how businesses have tackled challenges and as a result regained market dominance. Your recognition of the issues faced in the marketing environment is required. Informed discussion with relevance to previous and current marketing studies is also required in response to the questions posed by the case studies.
• You are required to provide a written analysis of one case study — Kill_Kapture (under session 5 on the unit website). The answers to the case study analysis are to be typed (single line spacing), minimum of 1,000 words plus any appendices and a reference list. Provide answers to the following:
1. Identify the demographic characteristics of the target market for Kill Kapture.
2. In psychographic segmentation of the target market for the Kill Kapture brand, how does the concept of self-orientation apply?
3. What type of targeting strategy is Kill Kapture using?
• The written answers should be used to contribute to the class discussion of the topic. Wider reading is encouraged and referencing to academic journals should be used where appropriate. • Refer to the case study analysis marking guide (below) for detailed marking criteria.
