The main aim of using the case study method is to allow you the opportunity to translate theory into
practice in a business situation that is as close to real world experience as possible. The marketing
situation(s) depicted in the case reflects the uncertainty of the real-world marketing environment, and
the reality of any practical situation. You will have to master the art of sifting through different types
of information, which is often incomplete, not presented in the correct order, and may even be
irrelevant or misleading, to solve the problems posed.
You may find, and be frustrated by the fact, that in some situations there appears to be no single
"right" solution to the problem. There are likely to be multiple approaches, each one with a different
implication for the organisation, and each involving different trade-offs.
Since the case study problems may be approached at times from different perspectives, your main
task will be to effectively argue the logic of, and evidence for, your solutions to the problems at hand.
The importance of the case study exercise is to emphasise how you arrived at your solution, rather
than just emphasise the solution itself.
Getting started:
Read the case study, Plastic Surgeons: Beauty Doctors or Merchants of Beauty? as soon as possible! A
prompt start will give you time to "tune" into the case. There is an amazing amount of relevant
background information publicly available that will have some bearing on the marketing situation
described in your case. Keep a look out for it! Collect anything that you think may help to enrich your
analysis. You can always discard any irrelevant material later.
Now focus on the specific problems posed. These problems have been designed so that you can apply
the theory from the unit to the practical case study to arrive at a solution. Critically evaluate and add
to the existing information provided via the case study and unit materials by:
• Continuing to read journal, newspaper, and magazine articles on your topic.
• Looking for current event type television programs and published brochures, etc. that may be
relevant to your topic.
• Observing the industry that the case is based on, e.g., use the Passport and IBISWorld databases
for industry reports of relevance to your topic.2
Please note: In this assignment, you are expected to utilise the extensive amount of research
conducted in the discipline of marketing and related fields, to extend your knowledge. Please do
NOT rely solely on your own opinions, personal experience, and the case study and unit materials
that you have been provided.
Case questions:
The main body of your case study analysis should address the following questions, however, you do
not necessarily have to report each element individually. The overall analysis should simply consider
each of these issues. In addition, you are encouraged to show some initiative in the way that you
approach the case study analysis, ensuring that you address all elements of the criteria contained
within the marking rubric (to be made available via CloudDeakin):
1. Marketing strategy
Conduct a 5Cs analysis and SWOT for Dr Cook. Consider the characteristics of and trends in the
plastic surgery category, and future opportunities. If you were a consultant, what recommendations
would you give Dr Cook for marketing his practice? Should he change his current approach (or not)?
Please well justify your arguments.
2. Consumer behaviour
Using your understanding of the internal and external influences on consumer behaviour, provide an
analysis of the market for plastic surgery and the various consumer behaviour-related influences on it.
3. Segmentation, targeting and positioning
Outline TWO distinct segments that exist for the category of plastic surgery, including a description
(e.g., size, growth, etc.) and buyer persona for each segment e.g., profile, activities, preferences,
motives, and pain points. Of these TWO distinct segments, specify ONE that you would
recommend as a target market for Dr Cook going forward and justify your selection. Finally, outline
a positioning strategy for this target market.
Overall, your assignment (Qs1-3) should draw on relevant secondary sources, marketing
management theory, and analysis of the case study, with acknowledgement of any assumptions also
being important. Strong integration across the questions is important