Evaluate Marketing Opportunities - Tilba Cheese Case Study Essay examples

1942 Words 8 Pages
Evaluate marketing opportunities

1. How has brand value been created by the Tilba Cheese Factory? (5 points)

Within the context of evaluating marketing opportunities, brand value relates to the intangible aspects of a company that act as a major source of competitive advantage and benefit for both consumers and sellers. For example, a strong brand value allows for a faster purchase decision process for consumers as information can be gathered quickly, and alternatives will often not be considered with equal weighting. Healy confirms this stating that “Good brands create shortcuts in product choice” (p. 136).
Brand value is created in conjunction with the components of the marketing mix. Each of the four components must promote a
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The ABC cheese factory prides itself on producing products different to those of competitors. When their distributor requested that a vintage cheese be produced, Storey quoted “I don’t like doing anything the same as anybody else, we had to create this vintage cheese that was noticeably different and which quickly became a best seller,

2. Using Porter’s value chain and referring back to previous case answers, describe how value can be increased for both customers and the Tilba Cheese Factory. Consider both primary and secondary activities. (10 points)

Porter’s value chain is an internal process that identifies primary and secondary activities that can be altered in such a way, to further benefit customers and the business.
Healy states that primary activities include: inbound logistics, operations; outbound logistics and marketing and sales. Secondary activities include: firm infrastructure, human resource management and technology developments. Below one primary and secondary activity will be discussed in relation to the Tilba Cheese case study.

Primary: Marketing and Sales
• The ABC Cheese factory could add brand value through further promoting the boutique nature of the company. This could be done through the creation of a highly informative, interactive website that included pages such as “Watch your cheese being made” which could utilise video and photos to
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