Case Study : Ewe Care - Australia : range of sheep milk skincare creams. Home — Ewe Care

CSA requires you to use marketing theory to explain strategic processes used in the initial stages of developing a marketing strategy, and to integrate Case information throughout your discussion to demonstrate understanding of theory applied to a practical context.

CSA Structure and Content

Introduction

• Introduce the marketing concepts relevant to CSA, along with the chosen Case Study (business and product range).

Body

• Using marketing theory integrated with Case information, discuss how factors of the immediate [micro] environment influence the ability of your Case business to engage in sustainable marketing efforts.
• Using marketing theory integrated with Case information, discuss how changes/trends in the macro-environment have created the consumer need (opportunity) for your chosen product range.
• Use marketing theory to discuss the importance of market segmentation to define a target market. Match segmentation variables (identified from theory) with specific consumer characteristics (identified in Case research) to construct a profile of who you perceive to be the target market for your chosen product range.
• Using marketing theory integrated with Case information, discuss the importance of developing a clear value proposition. Identify the value proposition of your chosen product range and explain how it perceptually positions the range in the market.

Conclusion

• Brief recap of how CSA has used marketing theory to analyse the initial stages of marketing strategy development for the chosen Case Study. Brief explanation of the link to CSB. CSB will use marketing theory to analyse the last component of the chosen Case Study's marketing strategy, that is, the marketing mix developed for their product range.

Reminders

• Focus ONLY on the marketing activities targeting end consumers (that is, NOT business-to-business marketing activities).
• Focus ONLY on the marketing activities targeting Australian based consumers (that is, NOT consumers in international markets).
• Case information should be drawn from ONLY publicly available sources (e.g., websites, trade journals, industry reports, magazine articles, blogs, reviews, personal observation).