Date April 2021

AS1: Portfolio of Learning.

Submitted by Gabriel Rusu – Student ID: 18411084.

Submitted to Nayyer Samad Module Leader MKT2001 - Tactical and Strategic Marketing.

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Contents

1. Introduction..........................................................................................................................................................2

2. Portfolio entries....................................................................................................................................................4

2.1 Puma...............................................................................................................................................................4

2.2 Audi................................................................................................................................................................6

2.3 Miele..............................................................................................................................................................8

2.4 Wycombe Medical.......................................................................................................................................10

2.5 Top Gun – Westley Richards.......................................................................................................................12

2.6 Nestle’ – Nespresso......................................................................................................................................14

3. Summary............................................................................................................................................................16

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1. Introduction

The following content is a portfolio of learning report made by 6 portfolio entries. The case

studies that I wanted to focus on are; Puma, Audi, Miele, Wycombe Medical, Westley

Richards and Nestle’ (Nespresso).

The purpose of this form of assessment encouraged me to work independently as well as in a

group, while focusing on my personal learning through the research, understanding and

analysis of different businesses through the academic Year 2020/21. It helped me to evaluate

ideas, frameworks, develop critical thinking and making judgements of my personal learning

experience. It also gave me the opportunity to work on real business cases and develop

strategic marketing concepts and think in business terms.

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2. Portfolio entries

2.1 Puma

Case study: PUMA

Workshop date: 05-10-20 (Week 2).

1. Overview: Puma is one of the world’s biggest and most recognized sports brands. It is a German

brand and is a competitor to Nike and Adidas. In this case study, Puma presented their plans to

become a sustainable business to improve our world and overtake competitors.

2. Group Task: During the second week of the academic year 2020-21 we have analysed Puma as

our first case study. According to the case study, in 2010 Puma has unveiled a reusable bag made

from cardboard and used as shoeboxes, that is to its plan to become “the most sustainable” sportswear

company in the world, as a result, creating extra value for customers and have an ethical advantage on

competitors. Puma also said that at least 50% of its other products, with time, would be produced

from recycled or organic products. Our group discussed the issues that the company is addressing and

what is management orientation of Puma.

3. Discussion: We figured out that the main issues that Puma is trying to solve are sustainability,

environmental ethics and climate change. Puma had the ability to forecast future customer needs and

trends back in 2010, that is the need to change into a sustainable and green society in order to not

tackle climate change and not affect future generations. They wanted to resolve these issued by

reducing plastic consumption and using sustainable or recyclable materials to deliver their products to

customers. We believe that Puma has a societal marketing orientation approach, that is because Puma

considered people’s future needs and wants, the company requirements and society’s long-term

benefits.

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4. Key Learning: The world nowadays is facing a wide range of problems and it is asking for help.

People are responsible for most of its problems, such as climate change, plastic islands, and global

temperature that continue to rise due to greenhouse gases produced by people (Mastandrea et al.,

2014). Fortunately, our society is becoming aware that these issues could impact our lives and

humanity future existence. Data from globalwebindex (2018) reveal that Millennials more than any

other generation would pay more for eco-friendly products. About the Puma case study and

discussions with my group, I have learnt the differences in management orientation, and that our

society and people need are changing, we want more eco-friendly choices to be available in the

market, including me, and we want to make sure that we will leave a better place to future

generations, thus, sustainable companies for the next years will have an advantage (in terms of

potentially more customers, and revenue) in respect to those companies that are not sustainable.

5. References:

Globalwebindex (2018) The Rise of Green Consumerism: What do Brands Need to Know?. Globalwebindex

[online]. Available from: [Link] [Accessed on

25 October 2020].

Mastrandrea et al. (2014) Climate change 2014: impacts, adaptation, and vulnerability – IPCC WGII AR5

summary for policymakers. Cambridge University Press. pp.9-18.

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2.2 Audi
Case study: Audi

Workshop date: 26-10-2020 (Week 5).

1. Overview: Audi is an automobile manufacturer born in Germany that engineers, designs, produces,

markets and distributes elegant/premium vehicles with high performance and advanced technology

(Audi, 2020). They used to produce high performance cars in the past, but now since sustainability is

becoming more important, they are starting to produce electric vehicles to reduce carbon emissions

worldwide and tackle climate change. This report outlines Audi plans to develop a “revolutionary”,

electric and new version of its A2 model, made for megacities, that would allow drivers to download

mobile phone apps and to customise the interior, features and driving style. Audi is conduction

consumers clinics and in this case study, I will reply to why they are doing them.

2. Group Task: During this group task we read the case study and we tried to analyse why Audi

wants to produce electric vehicles made for megacities, and why they want to do consumer clinics.

3. Discussion: According to Nyukorong (2017) market researches and clinics are the main tools that

companies can get feedback on their products from existing and potential customers. In response to

why Audi wanted to do consumer clinics on the A2 model, we believe that the main objective was to

investigate and analyse how people responds to innovation and new product features, so that Audi

could then understand if people would like to adopt the new features or not.

Moreover, Audi is a global and affirmed brand and in order to survive it must always look into the

future and try to anticipate customers’ needs and wants, and one of the ways to do this is with

customer clinics. We have agreed that there are a few options for choosing Megacities, one could be

to differentiate its products, and another factor could be that the population in Megacities is higher

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compared to small cities, as a result, there could be higher salaries and potentially more purchasing

power. Not only that, according to ESPAS (2019), by 2030 two-thirds of the world will live in cities

and megacities, and we estimate that eventually, more and more people will need fast and electric-

lightweight cars. Audi will be there to satisfy their needs.

4. Key Learning: During the Audi case study, I have learnt the importance for companies to do

customer clinics to understand customer opinions of new products or services. I also thought about the

fact that companies in order to survive must always adapt to changes and invest time and money in

researching and predicting future customer needs. By reading the material provided by EPSAS (2019)

I have understood different global trends to 2030 for Europe, one of them being the urbanization

towards cities and megacities and the increase in the use of renewable energy sources such as solar

panels.

5. References:

Audi (2020) Future is an attitude. Audi [online]. Available from: [Link]

ESPAS (2019) GLOBAL TRENDS TO 2030 CHALLENGES AND CHOICES FOR EUROPE. Europe: European

Strategy and Policy Analysis System.

Nyukorong, R. (2017) Conducting Market Research: An Aid to Organisational Decision Making. European

Scientific Journal. 13, pp. 1-7.

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2.3 Miele

Case study: Miele

Workshop date: 16-11-20 (Week 8).

1. Overview: In week 8 of our Tactical and Strategic Marketing we have analysed the company

Miele, which is a German manufacturer of high-end domestic appliances and commercial tools

founded in 1899 by Carl Miele and Reinhard Zinkann (Miele, 2021).

2. Group Task: We as a group wanted to understand what were the key resources that have made

Miele a successful enterprise, what were the Marketing assets of Miele and which of their resource

provide them with a competitive advantage.

3. Discussion: Competitive Advantages and the ability to achieve long-term objectives can be

enhanced by Marketing Resources, which are divided into Assets and capabilities (Akroush, 2006).

Miele has different competitors, for example, Whirlpool or Electrolux, but the company has a

sustainable competitive advantage that keeps the brand in a winning position, that is making their own

components in their own factories in Germany and the superior quality of their products. Most brands

rely on low-cost suppliers, instead, Miele tries to make as many in-house products as possible, and

that helps the company make better products because they can manage their own production and

design easily, eliminating shipping fees and waiting times.

We also have identified other important assets, those being technical skills because the team have a

wide range of expertise from Marketing to Engineering, the Company name and reputation because

Miele is a successful historic brand known for its quality, and to conclude they have Access to an

international Market.

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4. Key Learning: The main outcome that I can take from this case study is the importance of having

the production facilities in a person’s own country because it allows individuals to manage in real-

time the progress and development of the products and making a superior quality result. Also,

sometimes when it comes to family run businesses, personal problems can impact the success of a

business, therefore, it is important to keep a peaceful and harmonious environment. Lastly, I have

learnt to use the marketing asset model to analyse Miele assets and I have understood the importance

of having competitive advantages since the market and people needs are always changing (Kotler and

Levy 1969).

5. References:

Akroush, M. N. (2006) Effects of Marketing Assets and Capabilities on Performance: An Empirical Investigation
of Banks Operating in Jordan. Research Gate. 2, pp. 440-442. Available from:
[Link]
rformance_An_Empirical_Investigation_of_Banks_Operating_in_Jordan [Accessed on 3 January 2021].

Kotler, P. and Levy, S. J. (1969) Broadening the Concept of Marketing. Journal of Marketing. 33, pp.
10-12. Available from doi: [Link] [Accessed on 23 October
2020].

Miele (2021) About us. Miele [online]. Available from: [Link]

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2.4 Wycombe Medical

Case study: Wycombe Medical

Workshop date: 11-07-20 (Week 11)

1. Overview: In week 11, we have analysed Wycombe Medical, a company that was set up in 1988

by Chris Raper.

2. Group Task: We were divided into different groups and we were asked to read the case study and

understand, what business is Wycombe Medical in, then suggest a mission statement for the company

based on what the company offers, and lastly to apply one mission framework for the mission

statement.

3. Discussion:
The outcome of our discussion is that Wycombe Medical operates in the Medical and Healthcare

sector, specifically in the Colostomy bag sector, which according to marketsandmarkets (2020) the

market size of this sector is projected to reach USD 3.5 billion by 2025. Wycombe Medical makes

colostomy bags that biodegrade when in contact with water, for people that had colonic cancer and

similar diseases.

Our suggestion for Wycombe Medical mission statement is the following. Our mission is to make

people lives easier and improve the quality of health for people with disabilities, colonic cancer and

similar diseases. We aim to continue to reach a wide range of individuals by helping people all around

the globe. We believe in sustainability and quality and we want to offer people more sustainable and

affordable ways of getting rid of bags.

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4. Key Learning: I was surprised by the hard work and effort that our group have put to analyse the

company during the workshop. Before the session, I did not know about Wycombe Medical and

colostomy bags. By doing research I have understood that colostomy bags are plastic bags that collect

faecal matter directly from people’s abdominal wall. Also, one interesting topic that I have learnt is

the Ashridge Mission model, in fact, during my group meeting me and my colleagues have identified

one mission framework to use and that is the Ashridge Diamond, which is a model and tool for

creating a mission statement (Noel et al., 2013). The model requires four elements from a mission

statement, values, purpose, strategy and behavioural norms (Noel et al., 2013).

5. References:

Noel, M. Nyasha, K. Golden, M. Alick, M. (2013) A CONTENT ANALYSIS OF ZIMBABWEAN MISSION

Marketsandmarkets (2020) Stoma/Ostomy Care Market by Product (Bags (Surgery Type (Ileostomy,
Colostomy, Urostomy), System (One, Two-Piece), Usability (Drainable, Closed), Shape (Flat, Convex)),
Accessories (Powder, Deodorant)), End User and Region - Global Forecast to 2025. Marketsandmarkets
[online]. Available from: [Link]
[Link]#:~:text=%5B193%20Pages%20Report%5D%20The%20global,4.4%25%20during
%20the%20forecast%20period. [Accessed on 08 January 2021].

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2.5 Top Gun – Westley Richards

Case study: Top Gun – Westley Richards

Workshop date: 11-01-21 (Week 16).

1. Overview: During this week we have been analysing the case study called Westley Richards,

which is a 200-year-old gunmaker that wants to explore a new market by tapping into the design of

clothes for the hunting and shooting communities, but don’t know how to use PR and advertisements

to market their clothes, since is a new area for them.

2. Group Task: We have been asked to come up with ideas on what strategies to use for promotions

and ads, and also explore the Ansoff Matrix theory to better understand strategies for growth

(Corporatefinanceinstitute, 2021).

3. Discussion: Simon Clode the Gunmaker and managing director of Westely Richards, aims to

expand his business into an untapped market, and that is the clothing and accessories for the hunting

and shooting. They want to grow their revenue, and the company has a long experience and is well

recognized in the shooting space in the UK. The managing director is looking for the best ways to

increase their visibility and recognition for the apparel and accessories project through PR and

advertisement, but at the same time still, focus on their main business and that is making guns.

We analysed very carefully the case, and we understand that in the Ansoff Matrix, the idea behind his

strategy is product development (Corporatefinanceinstitute, 2021), since he wants to stay into the

same market (hunting), however, he wants to introduce new products to their range of offerings

(Clothes and accessories). When it comes to the best strategies to market their products, we have done

researches to back our ideas and our finding are the following. Nowadays, more and more people

spend time online (Wolf, 2020), social media and digital contents are one of the best ways to increase

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brand awareness, while generating revenues (Digitalmarketinginstitute, 2016), and lastly, GaryVee

(2019) suggested that E-commerce, Social media and influencers should be the focus of most

companies because these marketing communication tools are very effective to increase brand

awareness and revenue in today’s digital era. Overall, we would suggest to Westely Richards that

based on these findings, they should concentrate their marketing and advertising focus on online

social media promotion, on Facebook, Instagram, and YouTube, while also using the opportune

influencers to promote their products among the right target market.

4. Key Learning: Within this case study I have learnt the concepts of the Ansoff matrix such as

market penetration, product development, market development and diversification. I have also

understood interesting insights about our digital era, and that one of the best ways to increase

awareness and market a product and increase sales is to use influencers because they can bring a high

visibility and potentially new customers to a brand, moreover the investment is very low compared to

traditional media such as television or radio. Also, by selecting the right influencers they can also only

promote their products to interested customers that is the hunting community, and save time and

money compared to addressing the mass market ( GaryVee, 2019).

5. References:

Corporatefinanceinstitute (2021) Ansoff Matrix. Corporatefinanceinstitute [online]. Available from:

Digitalmarketinginstitute (2016) 7 Digital Tips to Expand Your Brand Presence and Reach.
Digitalmarketinginstitute [online]. Available from: [Link]
expand-your-brand-presence [Accessed from April 2021].

GaryVee (2019) 70 Minutes of Social Media Strategy for Every Business in 2020 | Inside 4Ds. YouTube [online].
Available from: [Link] [Accessed on 16 March 2021].

Wolf, M. J. (2020) How Covid-19 Has Transformed the Amount of Time We Spend Online. Wsj [online].
Available from: [Link]
online-01596818846#:~:text=A%20whopping%2016%3A06%20hours,to%20four%20hours%20of
%20activity[Accessed on 26 January 2021].

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2.6 Nestle’ – Nespresso
Case study: Nestle’ - Nespresso

Workshop date: 01-02-2021 (Week 19).

1. Overview: Nespresso is one of the most recognized coffee brands in the world, so recognized as a

luxury coffee brand that it is called the Louis Vuitton of Coffee. In terms of growth, it has grown at an

annual rate of about 30 %, since 1985, and has stores and customers from all around the world, but

mainly from Europe (90%).

2. Group Task: In this report me and my group will discuss why others competitors are threatening

the position of Nespresso, why Nespresso has chosen “not to respond” to the moves of niche generic

rivals and what based marketers could use to segment the coffee market.

3. Discussion: To address the first question (Why is the niche market occupied by Nespresso

attractive to generic rivals), we have discussed in details and come up with a few ideas. One of them

is that Nespresso in the last year has made $2.6bn, meaning that the niche market that Nespresso is

occupying in the Coffee capsule sector is very interesting for other players. The other idea is that,

since Nespresso has chosen to position itself as a luxury brand, other competitors may choose to make

lower prices capsules and offer them to others segments of people, which may not afford to buy

Nespresso coffee machines and capsules. In this way, competitors can battle on prices, and satisfy

also the needs and wants of people with low incomes, however, by battling on prices, people may feel

a sensation of lower quality.

Why is Nestlé’s response to this onslaught ‘not to respond’? First of all because Nespresso has built

and positioned its brand as a luxury coffee maker, also called the Louis Vuitton of coffee, and they

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don’t want to lose this prestige. Second, with their current strategy and positioning, they are growing

very fast, in fact since 1985 Nespresso has become a billionaire company and grown at an annual rate

of around 30%. Lastly, because if they will try to compete in price, they will lose their prestige as the

top-quality coffee brand in the world, and we believe nobody wants to lose this prestige.

What bases could marketers use to segment the coffee market? Market segmentation is the process of

dividing a target audience into more defined and smaller categories of people (Fonseca and Jaime,

2011). Marketers, in order to manage groups of people in the coffee market more effectively could

use different bases, for example, demographic (age, gender, income, occupation), Geographic

(Country, Cities), Psychographics (Interest, Attitudes, Social Status, Personality type) and

Behavioural (Patterns of use, Price sensitivity, brand loyalty). (CMG, 2021).

4. Key Learning:

From this experience, I have learnt the importance of building a brand and its position as we can see

from the success of Nespresso. I have also thought about price wars that can be established by other

competitors to try stealing potential customers. Lastly, I revised the concept of segmentation, why it

matters and the different bases or the combination of them that Nespresso or other brands can base

their segmentation strategies.

5. References:

CMG (2021) Market Segmentation Strategy Solutions. CMG [online]. Available from:
[Link]
%20strategy%20organizes,into%20smaller%2C%20more%20manageable%20groups. [Accessed on April
2021].

Fonseca, R. S. and Jaime, R. S. (2011) Why Does Segmentation Matter? Identifying Market Segments Through
a Mixed Methodology [online]. European Retail Research: Gabler Verlag, Springer Fachmedien. Available
from:
[Link]
egments_Through_a_Mixed_Methodology [Accessed on April 2021].

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3. Summary

The overall experience of analysing different case studies in groups was very beneficial for

me since I have improved my team work skills, while I discovered new concepts, frameworks

and interesting insights. Not only that, each portfolio of entry has helped me and my groups

to work together, share ideas and see things that alone we could not see. However, the overall

process was not easy and I have found a few challenges in terms of time since we had a lot of

assignments, plus personal activities going on, and another challenge was that sometimes my

classmates were not very active when divided into group to discuss entries. This is why I

believe that the module and in general analysing case studies and helped me to take

responsibility for my own learning and develop critical thinking, and judgements.

I believe that having face to face sessions and work in groups face to face would have

improved the experience significantly, but unfortunately, we had Covid-19 and restrictions.

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