Blendtec Case Study & Marketing Management Concept, Processes - Marketing Assignment Help

Assignment Task

Scenario:
This assignment requires you to develop an individual case study dealing with aspects of marketing management. You need to apply key concepts of marketing management to your experience with Apple Inc. You MUST follow the Project Report format, which should contain the following sections:
Executive Summary: You should summarise your entire case study briefly
Introduction: You should give the name of the featured organisation and the reasons for choosing it. You should also provide some background information on the chosen case study organisation and the aspects of marketing management that are relevant.
Literature Review: You should conduct a review of relevant academic literature and provide a critique of the current issues/concepts that are relevant to your case study. You must include marketing management concepts, marketing mix, marketing plan and appropriate application of models, tools and techniques to support marketing analysis. Your literature review should include at least 6-8 articles taken from reputed research journals/ article publications, as well as in addition consider any other secondary literature reports, company data/ any other relevant data, to critically analyse the available literature with your chosen organisation objectives you want to address.
Application of theory to practice: You need to compare actual practice at your organisation with the key academic thinking established in the review of literature. It may point out similarities and differences, agreements and contradictions, arguments and counter arguments, and suggest explanations for these relationships
(1) Marketing management concept, processes and strategies. 
(2) A critical evaluation of marketing mix of your organisation.
(3) Role of marketing models, tools and techniques in developing new products and effective marketing plans. The models discussed should include at least one model among (Porter’s Model, SWOT Analysis, and PESTLE) and at least one Model among (BCG Matrix, Ansoff Matrix and Product Life Cycle Model)
Case study on ‘Will it blend?’
Blendtec is a division of K-Tec, Inc. and sells commercial and residential blenders. The company was founded in 1975 and it’s popularly known for its ‘Will it blend’ marketing campaign. Blendtec’s signature series and stealth line of blenders was awarded the 2013 Gold innovation award.The ‘Will it blend’ series (Blentec, 2013) is often viewed as a great example of a brand turning their marketing mateirals into something the consumers want to share. It features the simple premise of using one of the company’s blenders, to see if something seemingly difficult or impossible to blend, will blend. Items previously blended include everything from the latest iPhone to magnets, there is a particular focus on items in the zeitgeist or that are the topic of discussion at that moment in time. One such example is the blending of the much maligned vuvuzela which was so talked about during the 2010 World Cup (VOA, 2010). The Blendtec blender has successfully blended everything to date with videos still ongoing.The end result is a viral that is current and interesting; it makes consumers want to share it with each other. At the same time they have put their product at the centre of the campaign and made it look best in class, demonstrating the lack of risk associated with the product. Blendtec’s campaign exploits the fact that not many consumers know much about blenders; not many consumers have a favourite blender brand. By appealing to the mainstream in such a simple, yet interesting way consumers are exposed to a brand of blender that holds a high level of social standing and carries no performance risk in that it will seemingly never fail to blend something. In this way Blendtec has grasped the consumer’s attention and provided a compelling argument to be the consumer’s favourite blender brand.
 

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