BHO6505 Marketing Management: Case Study Analysis of Fremantle Ports

This report provides a comprehensive case study analysis of Kerry Sanderson's leadership and marketing strategies at Fremantle Ports. It begins with an introduction to marketing principles and the challenges faced by businesses in a competitive environment, highlighting Kerry Sanderson's influential role in shaping the future of Australian companies. The discussion delves into Kerry Sanderson's successful marketing approach, emphasizing her long-term vision, team-oriented management style, and efficiency in addressing organizational issues, such as low staff morale and union-related problems. The report then explores the concept of sustainable marketing, defining it as socially and environmentally responsible marketing that meets present and future needs. It examines the application of sustainable marketing principles at Fremantle Ports under Kerry Sanderson's leadership, focusing on improvements in efficiency and contributions to society. The analysis also addresses the dilemmas Kerry Sanderson faced in balancing short-term and long-term objectives, including cost considerations, employee resistance, and environmental concerns. The report concludes by summarizing the key findings and emphasizing the importance of marketing in achieving business and community goals. It references at least five peer-reviewed journal articles to support the analysis.

Running head: CASE STUDY ANALYSIS
CASE STUDY ANALYSIS
Name of the Student
Name of the University
Author Note

1CASE STUDY ANALYSIS
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Kerry Sanderson as a marketer....................................................................................................2
Sustainable marketing: A case study of Fremantle Ports...........................................................3
Balancing short term and long term objectives of Fremantle Ports.............................................4
Conclusion.......................................................................................................................................5
Reference List..................................................................................................................................6

2CASE STUDY ANALYSIS
Introduction
Marketing can be described as an art which will go a long way in assisting a company to
ensure that they are successfully able to achieve their overall goals and also ensure that they are
being able to serve the customers well (Bagozzi et al. 2018).However, in the dynamic
competitive environment, it has become comparatively difficult for any individual to have a
holistic approach due to the external as well as internal work pressures. Although many
managers and leaders tend to succumb to this pressure, many managers make the best of the
opportunities and undertake considerable initiatives and steps so as to ensure that they are
successfully able to meet up with the needs and demands of the different customers. The primary
aim of the report is to understand the marketing and leadership style of Kerry Sanderson along
with understanding the integrities of Sustainable marketing. The dilemmas as faced by Kerry
Sanderson in balancing her short term as well as the long term objectives of the firm will also be
discussed along with relevant examples and theoretical frameworks.
Discussion
Kerry Sanderson as a marketer
Kerry Sanderson can be stated to be a successful marketing professional who has been
largely successful in shaping the future of various Australian companies. Kerry has an influential
nature and being a high thinker, her thought process and overall goal achievement procedure is
largely simple yet technical which has made her a prominent Chief Executive Officer. Her new
views have brought about several changes for the unions, cultures, people and other
organizational structures in general (Lovelock and Patterson 2015). Moreover, the reason why
Kerry can be stated to be a successful marketer is because she has a long term vision. Kerry is a
team player who believes that, a team will be successfully able to attain all the objectives of the
firm, if they work in unity and along with this, she also supports long term planning. Planning
forms an essential part of the function of marketing and in regard to this, being a long term
planner goes a long way in assisting Kerry to attain her overall goals as well as objectives.
Additionally, although Kerry appears to be a calm and relaxed individual, it has to be
understood that Kerry is quite efficient in nature. At the organization, Fremantle Ports, she was

3CASE STUDY ANALYSIS
able to achieve long term success and solve the various marketing issues which were being faced
by the organization like lower staff morale, problems related to a unionised workforce. Although
the different critiques doubted on the overall ability of the CEO, appointing her in the firm
proved to be a master stroke and the firm`s dynamics changed entirely whereby the different
issues were dealt by Kerry in a comprehensive manner (Shultz 2017).
The main aspects which turnout to make Kerry a successful marketer, can be stated to be
the fact that although she is professional, she values loyalty and tradition. Kerry is highly family
oriented in nature and in regard to this, she believes that all the business owners and managers
have an obligation towards the community which needs to be fulfilled by them and hence,
embraces this belief in her overall leadership and planning style(Chernev 2018). Additionally,
when she understood that in order to improve and work upon the overall image of the firm, she
would be required to use the tool of Corporate Social Responsibility as an exercise so as to
ensure that the good deeds of the firm improve and along with this, the marketing of the firm was
also done.
Sustainable marketing: A case study of Fremantle Ports
Sustainable marketing can be described as a socially as well as environmentally
responsible marketing which not only meets the present needs of the different customers and the
business as well along with meeting the needs of the future generation as well. According to
Gummesson (2017), sustainable marketing is not just about meting the needs of the future
generation but to also ensure that the ability of the future generation is enhanced and preserved
which will go a long way in assisting them to meet their own needs (Baker 2016). This simply
states that it is not enough to just satisfy the immediate needs of the different customers but it is
also important to serve them with goods and products which will be best for the future interests
and intentions of both the customers as well as the business alike. The concept of sustainable
marketing comprises of strategic planning as well as societal marketing.
Although there have been many criticisms of this concept of marketing stating that it
tends to increase the cost of the intermediaries and additionally, also tends to increase the price
given to the customers (Sun and Ko 2016). Moreover, the salespeople are often pressurized into
selling goods and products which will force the different consumers to buy something that they
necessarily do not need (Brookes 2015). The marketing can also be stated to be responsible for

4CASE STUDY ANALYSIS
creating fake materialism and in regard to this, it needs to be understood that if any firm wants to
ensure long term success then they will be required to ensure that promoting the sustainable
marketing is good but at the same time they will be required to ensure that they do not involve
themselves in fake marketing.
The concept of sustainable marketing can be rather stated to be a technique whereby the
aspects of the current generation are met with the aspects of the future generation (Baker and
Saren 2016). When Kerry Sanderson joined the organization, then the organization was
performing very poorly and in line of this, it can be largely understood that, when the concept of
Sustainable marketing was applied, it became better for the firm to ensure success. This is
because, earlier, the workforce was very limited with a frustrated workforce, unionism as well as
inefficient structure of the business. Hence, when she started working on the organization by
inculcating long term planning and teamwork within the realm of the firm, the CEO planned to
ensure that she infused sustainability in an organization (Kim and Schellhase 2015). The size and
layout of the Fremantle Ports were improved which contributed to improving the overall
efficiency at the workplace. Moreover, while improving the present, the CEO also undertook
procedures and steps in order to improve the overall future of the country. Through this, the firm
aimed to ensure that they are being able to assist the society in improving their operations and to
ensure that they are successfully able to meet the needs of the future of the country as well.
Moreover, as the CEO had considerably strong views with respect to the role of a business in a
community and under the guidance of Kerry Sanderson the Pots contributed immensely to the
society as well. Hence, the firm can be stated to be a Sustainable marketing firm with adequate
focus on the business goals and society goals.
Balancing short term and long term objectives of Fremantle Ports
Any business which will require success in the long run would be required to ensure that
they are successfully able to balance short term as well as the long term objectives of the
business (Brookes 2015). In line of this, it also needs to be understood that, the balancing is not
an easy task and any business which does so is faced by certain dilemmas. In a similar manner,
even Kerry was faced by considerable dilemmas when she intended to balance the short term and
long term objectives at the firm.

5CASE STUDY ANALYSIS
The first type of Dilemma which was faced by Kerry can be stated to be the dilemma
related to the costs. Although Kerry could have undertaken various measures to balance out the
short term and long term objectives, however, the cost considerations often acted as a dilemma
and limited her capabilities. In addition to this, another dilemma which was faced by the firm can
be stated to be the resistance faced from the employees (Sun, Garrett, and Kim 2016). As
understood from the case study, the employees were rather strict and rigid in nature and hence, in
line of this, it can be understood that, Kerry was faced by resistance which then, acted as a
dilemma to manage the short term and the long term objectives (Baker and Parkinson 2016).
Moreover, Kerry also faced additional dilemma in regard to environmental issues thereby
meeting the objectives of the firm and along with it leaving a carbon footprint as well. Moreover,
very often she was criticised for contributing to the society along with making profits for the
business.
Conclusion
Therefore, from the given analysis, it can be understood that marketing is not an easy task
and in addition to this, it has become considerably difficult for the different professionals to
ensure that they are able to meet with the needs of the community as well as the business. The
report analysed the role of Kerry Sanderson as a marketer in the Fremantle Pots and traced her
journey throughout the organization, In addition to this, the concept of sustainable marketing was
understood and its application to the organization was made. Lastly, the dilemmas faced by
Kerry in managing the long term and short term objectives of the firm have also been examined.

6CASE STUDY ANALYSIS
Reference List
Bagozzi, R.P., Rosa, J.A., Celly, K.S. and Coronel, F., 2018. Marketing-Management. Walter de
Gruyter GmbH & Co KG.
Baker, M.J. and Parkinson, S.T., 2016. Organizational buying behaviour: purchasing and
marketing management implications. Springer.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Brookes, M., 2015. Marketing Channels. Wiley Encyclopedia of Management, pp.1-2.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Gummesson, E., 2017. From relationship marketing to total relationship marketing and
beyond. Journal of Services Marketing, 31(1), pp.16-19.
Kim, J., and Schellhase, R. ,2015. Sustainable Marketing in Asia and the World. Journal of
Global Scholars of Marketing Science, 25(3), 195-197.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Shultz, C. ,2017. Marketing: The Next 40,000 Years. Journal of Macromarketing, 37(3), 328-
330.
Sun, Garrett, and Kim. ,2016. Do Confucian principles enhance sustainable marketing and
customer equity? Journal of Business Research, 69(9), 3772-3779.
Sun, Y., and Ko, E. ,2016. Influence of sustainable marketing activities on customer equity.
Journal of Global Scholars of Marketing Science, 26(3), 270-283.