Category Archive for: Video Cases

Marriott Marketing Research Leads to Expanded Offerings

With roots that go back to before the Great Depression, Marriott International  has come a long way from its founding by husband and wife John and Alice Marriott. As of 2009, had a presence in 66 countries with more than 3,100 properties. This sustained vast expansion over the last several decades is due in large part to marketing research. Marriott began…

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Nivea Marketing Reseorch Leads to Consistency in Marketing

Nivea , the skin care products company, is part of the German Dusseldorf conglomerate. As of 2009, Nivea’s skin care product line is marketed in more  than 150 countries. The product line has been around for about 10 decades, originating with a scientific breakthrough of the first skin cream that did not separate into water and oil. That, coupled with…

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eGO Reinventing Wheels

eGO Vehicles, based in Nashville, Tennessee, was founded in 1999 by its then-president and CEO, Andrew Kallfeiz. It produces light, electric vehicles and claims to be the leading manufacturer of “fun, easy-to-ride, eco-friendly personal transportation.” eGO cycles do not require gas or oil and produce zero emissions. They run entirely on electricity and have a range of 20 to 25 miles…

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Intel Building Blocks Inside Out

The Intel Corporation was founded in 1968 to build semiconductor memory products. It introduced the world’s first microprocessor in 1971, Microprocessors, also referred to as central processing units (CPUs). often are described as the “brain” of a computer, Today Intel supplies the building blocks for the computing and communications industries worldwide. These building blocks include chips, boards, systems and software. and they…

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Procter & Gamble Using Marketing Research to Build Brands

As of 2009, Procter & Gamble delivered products under 300 brands to nearly 5 billion consumers in more than 180 countries around the world. P&G employed about 138,000 employees in approximately 80 countries worldwide. Its net sales amounted to $83.5 billion in 2008. The company began operations in the United States in 1837 and has continued to expand its global operations. The…

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AFlAC Marketing Research Quacks Like a Duck

AFLAC Incorporated  sells supplemental health and life insurance. In the United States, AFLAC is known for its policies that “pay cash” to supplement or replace a policyholder’s income when an accident or sickness prevents the policyholder from working. In 1989, the Columbus, Georgia, company, American Family Life Assurance Company, adopted the acronym AFLAC. At that point, the company had very little brand…

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Subaru Mr. Survey Monitors Customer Satisfaction

Subaru of America is the automobile division of Fuji Heavy Industries (FHI) Subaru has been operating in the United States since 1968, when it began New Jersey, the company serves nearly 600 dealers nationwide. Subaru has offered many different cars over the years, but as of 2009 it sold five different brands in the United States. These brands each have a…

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Starbucks Stay’ing Local While Going Global Through Marketing Research

Named after the first mate in the novel Moby Dick, Starbucks is the largest coffeehouse company in the world. As of August 2007, there were 6,566 company-operated stores and 3,729 licensed stores in the United States, and 1,613 company-operated stores and 2,488 joint venture and licensed stores outside the United States. The company’s objective is to establish Starbucks as the most…

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Nike Associating Athletes Performance and the Brand

Nike is the largest seller. of athletic footwear, athletic apparel, and other athletic gear in the world, with about 30 percent market share worldwide. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Air Jordan, Team Starter, and subsidiaries, including Bauer, Cole Ha;IO, Hurley International, and Converse. As of 2009, the company sells its products…

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Motorola Projecting the Moto Lifestyle

Starting in 1928 as the Galvin Manufacturing Corporation, Motorola has evolved into a worldwide company with more than $30.15 billion in revenue in 2008. Today, it is a leading manufacturer and provider of wireless, semiconductor, broadband, and automotive products and services, With the wireless division, Motorola knew it needed to change, It had found through focus groups and survey research that many…

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