HSC Business Studies Marketing Comparative Online Study

Introduction

JB HI-FI and Harvey Norman are the market leaders in consumer electronics and are ASX 100 entities. They are among Australia's most widely recognised brands. JB HI-FI and Harvey Norman spend a considerable amount of resources to remain as the premier choice of people wanting to buy elctronic goods. Both companies have their preferred slogans; JB HI-Fi's slogan is 'Always Cheapest prices' and Harvey Norman's slogan is'Go Harvey, Go Harvey, Go Harvey Norman'. How do they do it all? Marketing, of course. 

 

Task

Hello Marketer...

You have been selected to examine JB HI-FI and Harvey Norman from a marketing perspective and suggest ways in which the two companies can improve their marketing approach. In lesson 1 and 2, you will carry out a series of activities which will demonstrate the effectiveness of JB HI-FI's and Harvey Norman's marketing process. 

In lessons 3 and 4, you will be comparing JB HI-FI's marketing strategies with Qantas' marketing prowess. Moreover, there will be a focus on ethical marketing and government regulations.  

The lessons are constructed to guide you move up the marketing ladder towards proficiency in the unit. 

Good luck!!! 

Process

Welcome to the World of Marketing. The sessions require you to 'put on your marketing caps' since the activities are designed to stimulate your interest and expand your knowledge on two of Australia's favourite retailers.

Lesson 1: 

We begin our lesson as enthusiastic marketers, ready to take up the challenge of becoming experts by the end of Lesson 4. 

Recommended prior readings/preparation: 

Activity 1: Time Allowed - 10 minutes.

(The purpose of this activity is to highlight people may have different perceptions of a company or product before being exposed to marketing) 

a) As a potential customer who wants to buy a 60" Television; list your preferential store (JB HI-FI or Harvey Norman) based on your perception of the retailer through their marketing initiatives. Outline at least 3 reasons which will assist you in your decision in a table. 

Preference

JB HI-FI

Harvey Norman

 

 

 

 

 

 

 

 

 

b) Calculate how much each company spends on Marketing activities per year if:

    - JB HI-FI spent 0.02% of its Sales ($3.48b) on marketing in 2014.  

    - Harvey Norman spent 0.025% of its Sales ($1,033.62m) in 2014.

(Show all calculations)                                                                                          

Activity 2: Time Allowed - 35 minutes. 

(The purpose of this activity is for students to engage in qualitative research and synthesise the information into a coherent essay)  

Using the recommended reading as a guide, compare and contrast JB HI-FI's and Harvey Norman's marketing strategies in 250-300 words. Use of additional articles and resources are suggested for you to develop a substantially effective essay. (Hint: write down important ideas in point form first) 

Activity 3: Time allowed - 15 minutes

(The purpose of this activity is to be able to differentiate between the terms)

Identify JB HI-FI's and Harvey Norman's target and niche markets? Discuss any emerging niche markets both companies can explore. Your answer may be in the form of bullet points. The cartoon below is a hint. 

 

 

Lesson 2

Wow you completed Lesson 1 really well. Welcome to another session of critical thinking and a step closer to becoming a proficient marketer. 

Recommended prior readings/preparation:

Activity 1: Time Allowed - 35 minutes 

(The purpose of this activity is test the expanse of student understanding of a SWOT analysis)

a) Watch Marketing Strategy 101: SWOT Analysis

[video:https://www.youtube.com/watch?v=02iKMechcG8 width:40 height:40 align:left]

b) Use relevant material and prepare a Marketing SWOT analysis for Harvey Norman and JB HI-FI.

Activity 2: Time Allowed - 25 minutes

(The purpose of this activity is for students to measure the scope of promotional mix in marketing)

a) Explain the difference between marketing mix and promotional mix. 

b) Evaluate JB HI-FI's mix of promotional strategies.

c) Distinguish these strateiges with those employed by Harvey Norman (Use the diagram as a guide to formulate your answer). 

  

 

Lesson 3

WOW...Excellent work so far. Seems like marketing is in your DNA. Ready for more activities, champ?

This lesson explores Qantas' desire to become a global brand through its marketing prowess. The case study will draw on Qantas' marketing efforts and look at possibilites for JB HI-FI to gain global recognition.  

Recommended prior readings/preparation:

Activity 1: Time Allowed - 40 minutes 

(The activity tests the student's ability to design and implement effective marketing tactics)

 a) Watch Emirates and Qantas - the world's leading airline partnership video.

[video:https://www.youtube.com/watch?v=g5h-eOz6T84]

b) Now JB HI-FI has decided to get your expert advice to grow its business to other countries as well. As a marketing 'guru', outline some marketing strategies that can give the JB HI-FI brand global recognition similar to Qantas. (Refresh your ideas by reading the article before you start)

http://www.businessnewsdaily.com/8211-expand-business-internationally.h…

Activity 2: Time Allowed - 20 minutes

(This activity verifies students's understanding of interrelated functions associated with physical distribution)

a) Study Qantas' physical distribution settings. Explain how JB HI-FI can overcome or improve TWO physical distribution issues that may have hindered Qantas' global expansion plans. 

Lesson 4

Great stuff guys!!! You have now almost reached expert status as a marketer.

This lesson will focus on ethical behaviour and government regulation and their integration in marketing.

Recommended prior reading/preparation:

Activity 1: Time Allowed - 35 minutes

(The purpose of this activity is for students to argue their case) 

JB HI-FI wants to launch a new TV brand which has been selling well at their competitor's stores. However, there seems to be a problem with screen resolution on a particular model.

a) As the marketing advisor, recommend what JB HI-FI should do? 

b) Discuss the statement with a marketing analogy, 'It is justified to bend the law if you do not break it'.   

Activity 2: Time Allowed - 25 minutes

(The activity tests the students preparation methods to answer a question and also their knowledge on government marketing regulations)

Outline the implications of government regulations in marketing. First construct a graphic organiser, then proceed to answer the question in a 200 word essay.   

Evaluation

After completion of the online comparative study, you are now expected to be a good marketer.

You will design a marketing campaign for JB HI-FI for the Mother's Day Sale.

1. Outline your target markets and niche markets

2. Prepare a promotional mix

3. Make a 45-60 second video for the Mother's day sale.  

Conclusion

CONGRATULATIONS!!!

You have successfully completed the Online Comparative Study. I hope you found the activities challenging but enjoyable. The knowledge and skills gained is intended to assist you in your future endeavours.

Thank you...

Credits