MKT2001: Tactical & Strategic Marketing - A Portfolio of Learning

This portfolio presents a collection of case study analyses related to a Tactical & Strategic Marketing module. It includes case studies on Value Chain Analysis, Yorkshire Tea's marketing effectiveness, Pizza Hut's competitive strategies against Domino's, Carrefour's cost leadership and differentiation tactics, and Puma's sustainable conversion strategy. Each case study provides an overview, a discussion of the group task involved, and key learning outcomes. The portfolio demonstrates an understanding of strategic marketing concepts, competitive analysis, and the importance of adapting to changing market dynamics and consumer preferences. The document highlights the application of theoretical frameworks to real-world business scenarios, showcasing the student's ability to analyze business situations and evaluate marketing strategies.

PORTFOLIO
Portfolio of Learning
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Table of Contents
INTRODUCTION......................................................................................................................4
CASE STUDY 1........................................................................................................................4
OVERVIEW..........................................................................................................................4
GROUP TASK.......................................................................................................................4
DISCUSSION........................................................................................................................4
KEY LEARNING..................................................................................................................5
REFERENCES...........................................................................................................................5
CASE STUDY 2........................................................................................................................6
OVERVIEW..........................................................................................................................6
GROUP TASK.......................................................................................................................6
DISCUSSION........................................................................................................................6
KEY LEARNING..................................................................................................................7
REFERENCES...........................................................................................................................7
CASE STUDY 3........................................................................................................................8
OVERVIEW..........................................................................................................................8
GROUP TASK.......................................................................................................................8
DISCUSSION........................................................................................................................8
KEY LEARNING..................................................................................................................8
REFERENCES...........................................................................................................................9
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CASE STUDY 4......................................................................................................................10
OVERVIEW........................................................................................................................10
GROUP TASK.....................................................................................................................10
DISCUSSION......................................................................................................................10
KEY LEARNING................................................................................................................10
REFERENCES.........................................................................................................................11
CASE STUDY 5......................................................................................................................12
OVERVIEW........................................................................................................................12
GROUP TASK.....................................................................................................................12
DISCUSSION......................................................................................................................12
KEY LEARNING................................................................................................................13
REFERENCES.........................................................................................................................13
CASE STUDY 6......................................................................................................................14
OVERVIEW........................................................................................................................14
GROUP TASK.....................................................................................................................14
DISCUSSION......................................................................................................................14
KEY LEARNING................................................................................................................15
CONCLUSION........................................................................................................................15
REFERENCES.........................................................................................................................15
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INTRODUCTION
A learning portfolio is a collection of student work that demonstrates a student's effort,
development, accomplishments, and competencies earned throughout a course or time at
university (Mohammed, 2021). The present reports also include different portfolios that have
to be covered by the individual while performing this module. These portfolios are based on
the case studies that are discussed within classroom.
CASE STUDY 1
Value Chain Analysis - week 9
OVERVIEW
The analyses of the value chain can be described as the analyses that serve to show the
sequence of various activities required for the production of the goods and services for the
organisation. It allows the organisation, when developing sufficient facilities, to improve its
internal functions (Ziakas and Emeritus, 2021). The model is to cover specific activities in the
competitive environment which should be reconfigured.
GROUP TASK
"To access the significance of an organization's supply chain research."
DISCUSSION
The players in the value chain are important to the form because they require a series of
separate tasks required to produce the goods and services and inadequate management of
roles within the organisation to ensure efficiency and cooperation. In 1980 Harvard professor
Michael porter created the model (Campbell and Sigalov, 2021). This model was designed.
The model consists of two categories of activities namely primary and support-related
activities.
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The manufacture of goods and services was not included in the supporting operation. Which
covers operations like accounting, human resources management, information management,
and a variety of other support functions. Esteem formation is one of the main operations, and
is aided by this. In the form of organisations that use value improvement, it serves as an
important component that can contribute to technical advancement and successful human
resource management (Gong, Yu and Min, 2020). It aids in the integration of various roles
and activities within the organisation in order to produce beneficial outcomes.
KEY LEARNING
Actors in the value chain are essential because they create a different analysis. The value
chain template assists the organisation in reducing costs and improving operations for greater
collaboration within the company. From the above, it can be deduced that different operations
are carried out in order to manage an effective structure within an organisation. Here, the
value chain plays an important role in deciding the roles of various people and improving
success through activity management. This all contributes to the organization's growth.
REFERENCES
Mohammed, H.J., 2021. The optimal project selection in portfolio management using fuzzy
multi-criteria decision-making methodology. Journal of Sustainable Finance &
Investment, pp.1-17.
Ziakas, V. and Emeritus, D.G.P., 2021. Event portfolio management: An emerging
transdisciplinary field of theory and praxis. Tourism Management, 83, p.104233.
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CASE STUDY 2
Case activity-Yorkshire Tea - week 6
OVERVIEW
Yorkshire Tea is a brand that offers black tea, and is well known. "You said you should" is
the slogan of the organisation. The slogan of the organisation clearly shows the company tries
to do business the right way to hire different candidates using effective strategies. The
advertising plan of the company, which was geographically positioned to attract buyers,
shows this (Bacchetta and Van Wincoop, 2021). Yorkshire Tea enlisted actors to appear in
their own 30-second television commercials, which all started with the same tagline:
"Yorkshire Tea, where all is handled properly." After the airing of the advertisements,
Yorkshire Tea sales started to increase quickly, and they continued to do so in stark contrast
to overall category sales, helping it to establish itself as the market's number two brand.
GROUP TASK
And have a better understanding of the effectiveness of preparation and how to use it
properly.
DISCUSSION
Yorkshire Tea is a multinational company that employs effective tactics to accomplish its
goals. The organization's contact and campaign policy to sell its product demonstrates this.
The corporation uses an acceptable schedule for its publicity strategy, in which it plans items
accordingly. Yorkshire Company began with a thorough understanding of the issues and the
creation of an appropriate statistical existence in order to achieve outstanding results.
Initially, the firm used pundits such as Mark Ritson (Ma, Han and Wang, 2021). Identify the
business with plant-specific contact requirements, such as using a proper manufacturing tale
that would have an effect on the outside. The firm also employs various famous people who
are hired in the organization's publicity. That is helpful for the company to appeal to its fans.
The organisation plans properly to enhance its market strategy for glaciation and to attract
significant numbers of consumers.
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KEY LEARNING
The above-mentioned case study demonstrates that careful preparation is critical to an
organization's performance. This shows that Yorkshire tea is using appropriate marketing
planning where the full stop often follows encourages the organisation to get their market
initiative to a successful end and to use their money in the appropriate minor by planning
each operation from start to finish.
REFERENCES
Campbell, J.Y. and Sigalov, R., 2021. Portfolio choice with sustainable spending: A model of
reaching for yield. Journal of Financial Economics.
Gong, X., Yu, C. and Min, L., 2021. A cloud theory-based multi-objective portfolio selection
model with variable risk appetite. Expert Systems with Applications, 176, p.114911.
Bacchetta, P. and Van Wincoop, E., 2021. Puzzling exchange rate dynamics and delayed
portfolio adjustment. Journal of International Economics, 131, p.103460.
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CASE STUDY 3
Pizza Hut case study - week 4
OVERVIEW
Dan and Frank Carney founded Pizza Hut in Wichita, Kansas in 1958 as an American
restaurant chain and international franchise. Pizza, pasta, side dishes, and desserts, as well as
other Italian-American foods, are available. The chain had 18,703 restaurants worldwide as
of December 31, 2019, making it the world's biggest pizza chain by number of outlets (arris
and Mazibas, 2021). Companies are facing stiff competition from Domino's in a variety of
nationalities, where the firm is now introducing its quicker pizza delivery systems.
GROUP TASK
To evaluate Pizza Hut's marketing policy in order to knock down dominoes
DISCUSSION
Business management is an important part of any company's growth because it helps to
improve the brand's image in the industry and boost productivity. Pizza Hut, for example, is a
global company that competes with market pioneer Domino's. Domino's fast service tactics
performed well for the brand, culminating in an uptick in online shopping, according to the
report (Frej, Ekel and de Almeida, 2021). As a result, as part of its overarching strategy,
Pizza Hut is improvising and meeting all of its digital standards..
In order to evaluate the Pizza Hut brand, Pizza Hut's latest approach is focused on
providing the cheapest goods and services, and the company is putting a lot of effort into
delivery services. The company's plans to enter into various agreements across Europe that
will provide consumers with a variety of choices a strategy for knocking down dominoes.
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KEY LEARNING
The case study of Pizza Hut revealed that in order to improve its profitability and
meet its meat goals, a company must establish aggressive market strategies. Computer
evaluation is essential for the organisation in order to enhance how it functions. This can be
seen in the case of Pizza Hut, which is reviewing Domino's tactics and embracing
digitalization and quick delivery services in order to expand its market share.
REFERENCES
Ma, Y., Han, R. and Wang, W., 2021. Portfolio optimization with return prediction using
deep learning and machine learning. Expert Systems with Applications, 165,
p.113973.
Harris, R.D. and Mazibas, M., 2021. Portfolio Optimization with Behavioural Preferences
and Investor Memory. European Journal of Operational Research.
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CASE STUDY 4
OVERVIEW
Carrefour is a global company headquartered in Boulogne-Billancourt, France. As of January
2021, it operated a hypermarket, supermarket, and convenience store chain with 12,225
locations in 30 countries, making it the world's eighth-largest retailer by sales. The company
is well-known for its cost-effective methods and product differentiation.
GROUP TASK
To evaluate Carrefour's strategic tactics for cost leadership and distinction, as well as their
effect on competitive advantage.
DISCUSSION
Porter's generic approach will assist a company in gaining a strategic edge in the labour
market. In Porter's generalised approach, there are two kinds of strategies. Two of them are
cost-effective leadership and distinction (Villamil and Hallstedt, 2021). The research reveals
that the preferred company uses Porter's standardised strategies to boost its success and
achieve a strategic edge. The cost leadership strategy is advantageous to the company
because it helps in the analysis of current competition and the improvement of products by
reducing manufacturing costs..
Differentiation tactics, on the other hand, say that an organisation should strive toward
developing new goods that are distinct from similar products on the market. This will
increase the firm's revenue because it will provide customers a radically different product in
contrast to its rivals (Maciel, L., 2021). Carrefour is combining the two tactics in order to
become a more cost-effective and differentiated organisation with a higher competitive edge..
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KEY LEARNING
This case explicitly notes that an organisation should use both cost-effective and distinction
approaches to be a competitive specialised organisation in the industry. The use of cost-
effective would help the company save money, while differentiation would enable it to
provide a variety of goods. Carrefour will benefit from both approaches in order to increase
its efficiency and provide more outcomes.
REFERENCES
Frej, E.A., Ekel, P. and de Almeida, A.T., 2021. A benefit-to-cost ratio based approach for
portfolio selection under multiple criteria with incomplete preference
information. Information Sciences, 545, pp.487-498.
Villamil, C. and Hallstedt, S., 2021. Sustainabilty integration in product portfolio for
sustainable development: Findings from the industry. Business Strategy and the
Environment, 30(1), pp.388-403.
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CASE STUDY 5
PUMA CASE STUDY - week 2
OVERVIEW
Puma is a multinational organisation that produces and manufacturers athletic and
casual wear. It is headquartered in Bavaria, Germany. In order to achieve its aim of being a
sustainable sportswear brand, the company intends to use recyclable bags and cardboard
boxes rather than plastic ones. From clothing to clothes and shoes, the brand intends to use
recyclable and recycled fabrics in all of its products.
GROUP TASK
Puma's conversion strategy and its consequences for the company's market should be
evaluated.
DISCUSSION
The essence of business is complex, and the organisation can resolve a number of issues as
workers work within it. In recent years, humour has specifically discussed these topics.
Puma's key issue is the incorporation of marketing principles and the definition of customer
desires. Evolving customer needs have an effect on an organization's efficiency, much as they
do today, and a more competitive competition necessitates a change in marketing principles
(Nakagawa and Ito, 2021).
Customers have not started to pay attention to the environment, instead focusing on
organisations that support environmentally friendly products, according to research. This is
why Puma's marketing approach, which emphasises sustainable and recyclable goods and
services, has proven to be so effective. It provides the firm with a long-term outlook, as
environmental sustainability has become a vital part of doing business. It is important for the
organisation to fulfil its obligations to the society in which the puma operates.
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If cardboard boxes and recyclable bags are used, the cost of organisation will
increase. Higher sales, on the other hand, would easily compensate for this. This feature
draws a significant amount of clients due to the organization's environmentally friendly
policy. An organisation can add the cost of cardboard boxes and recyclable bags to its
products while providing services. This concludes that the brand's aim of being the most
profitable sportswear company would help it reflect its ethos and achieve a competitive edge
while retaining its existing market share.
KEY LEARNING
The most recent case study of Puma is helpful in grasping the concept of market resilience. It
was claimed clearly that by implementing a sustainability framework, a company could
increase its market share while maintaining its existing one. For its products, Puma would
launch recyclable cardboard boxes and environmentally friendly packaging. This will help
the company achieve long-term success by retaining long-term customers and repeat
consumers, resulting in a stable customer base.
REFERENCES
Maciel, L., 2021. A new approach to portfolio management in the Brazilian equity market:
does assets efficiency level improve performance?. The Quarterly Review of
Economics and Finance.
Nakagawa, K. and Ito, K., 2021. Taming Tail Risk: Regularized Multiple β Worst-Case
CVaR Portfolio. Symmetry, 13(6), p.922.
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CASE STUDY 6
Cost vs. price vs. value issues - week 9
OVERVIEW
The potato chip package is constantly diminishing at the right time for stop. It has been
determined that a rise in the price of potato, along with a decrease in the harvest, has had a
negative effect on the sales strategy of potato-related businesses. This is resulting in the
shrinking of potato chip packaging, as businesses in this sector are unable to raise food prices
due to the risk of losing customers (Galeotti and Ghiglino, 2021). Julie and her business are
still under attack, as was addressed in greater detail. It seems that customers who are used to
purchasing a certain packaging size don't pay attention to the net weight mark on future
orders.
GROUP TASK
Identify the reason of shrinking packaging of potato chips
DISCUSSION
According to Julia's research, there are a variety of factors that contribute to the shrinking of
potato chip packaging. The most significant effect is a rise in potato prices. Potato prices are
steadily rising, reducing the potato industry's profit margin. As a result, corporate divisions
are being forced to raise the cost of their goods and services. However, owing to the constant
rise in competition and a cutthroat market, it is impossible for the company to raise the prices
of its goods. Dave suggested reducing the size of the potato chips, but he made it clear to
Julie that the final decision was hers. Julie was also sceptical. Over all, it seems that
customers who are used to purchasing a certain package size don't pay attention to the net
weight mark on future orders (Dressler and Paunovic, 2021). Companies are still not
increasing the cost of their goods because price is a clear predictor that can lead to a loyal
consumer abandoning the company's products and services in Julia's job. Instead, businesses
are shrinking their packages, reducing the amount of goods delivered. This is resulting in a
decrease in the number of people.
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KEY LEARNING
The ultimate explanation for dwindling potato chips, as you can see from the
aforementioned case report, is an increase in the price of potato and other raw materials used
by the company to produce these products. Companies are unable to raise rates because it
risks harming their brand name and losing existing consumers in the industry. Companies use
strategies relating to distributing the number of their goods to save customers and maintain
proper margins..
CONCLUSION
It can be concluded from the above that there are different portfolios that data covered
within the report full stock these values are based on different case studies that is helpful in
analysing different concepts. Concept will help the researcher and its future and improvising
the skills related to understanding different aspects of a case study.
REFERENCES
Galeotti, A. and Ghiglino, C., 2021. Cross-ownership and portfolio choice. Journal of
Economic Theory, 192, p.105194.
Dressler, M. and Paunovic, I., 2021. The Value of Consistency: Portfolio Labeling Strategies
and Impact on Winery Brand Equity. Sustainability, 13(3), p.1400.
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