Marketing Management (MGT201)
Leaning Outcomes:
- Ability to carry out objective and scientific analysis of consumers’ needs and wants (Lo 2.3)
- Ability to collect, evaluate and synthesize consumer’s data to make objective and informed marketing decisions (Lo 2.7)
- Ability to deliver and communicate marketing messages in coherent and professional manner (Lo 4.4)
Case Study
Read the Chapter Case Study entitled “From the Counterculture to the Runway: How Did Birkenstocks Become Fashionable?” from Chapter- 11 “Product, Branding and Packaging decisions” Page: – 358 given in your textbook – “Marketing” (7th Edition) by Dhruv. Grewal and Michael. Levy (2020) and answer the following Questions:
Assignment Question(s):
- Visit the company website (https://www.birkenstockusa.
com/) and identify and describe the different product lines that it markets. (1.5 Marks, Minimum 150 Words) - Review the different product categories in each of the company’s product lines. Which has the greatest depth? Which has the least? (1.5 Marks, Minimum 150 Words)
- How has the company positioned its brand? How does it go about communicating its position? Explain. (2 Marks, Minimum 400 Words)
Note:Support your Answers with course material concepts, principles, and theories from the textbook and at least two scholarly, peer-reviewed journal articles.
Answer:
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Important Notes :
Attachment is in the attachment, the solution is required to have no similarity ratio.
The assignment must be completed within one or two days as a maximum.
add at least 3 references.APA style. 1 (The reference must be added in the text, the author’s name and the date) and 2 The reference should also be added at the end)
Attachment is in the attachment, the solution is required to have no similarity ratio.
add at least 3 references.APA style. 1 (The reference must be added in the text, the author’s name and the date) and 2 The reference should also be added at the end)
Answer preview
Birkenstock is an example of a company with a unique marketing strategy, which focuses on enhancing clients’ wellbeing (Grewal, & Levy, 2020). The company does not concentrate on stylish fashion or trends in the market but its products’ functionality. By doing so, Birkenstock has managed to promote different product lines in its marketing processes. The German-based footwear manufacturing firm offers female, male, and kids’ footwear. The firm uses brand names like Papillio for female footwear, including wedge heels and platform soles ranging from 2cm to 4cm (www.birkenstock.com, n.d.). Further, the Betula brand involves simple clogs and sandals
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