ICL Post-graduate Diploma in Business
Program: PE4, Assessment number: 1 Case Study Student name: Fernanda Lorena Soares Viana ID number: 19858 Case study of a contemporary organisation Selected Organisation: Big Ben Brazilian drugstore chain Due date of assignment: 28/09/2017 Table of Contents Introduction ____________________________________________________ 1 1. The role that marketing plays in Big Ben ____________________________ 1 1. 1 Marketing focus ______________________________________________ 1 1. 2 Effects of the internal and external environments ___________________ 2 1. 3 Recommendations to improve the business marketing performance ____ 2 2. The role that markets play in Big Ben ______________________________ 2 2. 1 The importance of selecting markets for the business ________________ 2 2. 2 Discussion and assess about the market choose ____________________ 3 2. 3 Recommendations to improve the business performance in market ____ 3 3. Marketing communications ______________________________________ 3 3. 1 Buyer behaviour regarding marketing communication of the company __ 3 3. 2 Adaptation of marketing communications _________________________ 4 3. 3 Criticisms of marketing communication tactics _____________________ 4 3. 4 Recommendations to improve the business communication ___________ 4 References _____________________________________________________ 5 Introduction The organization selected for this case study is Big Ben, a drugstore chain in Brazil, which has been on the market for 23 years (1994 to 2017). Initially it was a family business, and then expanded to become a leader in the drugstore market of the North and northeastern region of the country, and classified according to revenue as the fifth largest pharmaceutical company in Brazil. To keep growing in revenue, Big ben invest not only in medications, they offer a mix of products, with perfumeries, imported, dermo cosmetics, books, computers, gifts, diabetic and allergic products, all in one place. That is why the organisation is a healthcare company in the broadest sense, its evolution is a result of pioneering investment services and social programs. This assignment will discuss the main marketing aspects through the areas from the organisation selected, such as marketing focus, market segmentation and marketing communication.
1. The role that marketing plays in Big Ben 1. 1 Marketing focus The major Big Ben marketing emphasis is on customer loyalty, according Dowling & Uncles (1997), A loyalty program benefits the aspect of the product or service, encouraging consumers to make consecutive acquisitions and consequently greater profitability for the company. For this to happen Big Ben cherish for offering excellence with health and wellness products and services, producing satisfaction and quality of life (Big Ben Drugstore, 2017). For example, Big ben surprised with the Friend Program, which is a card and with it, customer...