SOUTHERN CROSS UNIVERSITY ASSIGNMENT COVER SHEET For use with online submission of assignments Please complete all of the following details and then make this sheet the first page of each file of your assignment – do not send it as a separate document. Your assignments must be submitted as either Word documents, text documents with .rtf extension or as .pdf documents. If you wish to submit in any other file format please discuss this with your lecturer well before the assignment submission date. Student Name: Gurpreet Singh Student ID No.: 22683771 Unit Name: Marketing Unit Code: MKT00720 Tutor’s name: Dr. Jon Hopwood Assignment No.: 1 Assignment Title: Case study analysis Due date: 5/12/2016 Date submitted: 5/12/2016 Declaration: I have read and understand the Rules Relating to Awards (Rule 3 Section 18 – Academic Misconduct Including Plagiarism) as contained in the SCU Policy Library. I understand the penalties that apply for plagiarism and agree to be bound by these rules. The work I am submitting electronically is entirely my own work. Signed: (please type your name) Gurpreet Singh Date: 5/12/2016Case Study Analysis Introduction Case Study#1: Social media competitive analysis and text mining- A case study in pizza Industry In this case study, Social media plays an Important role In pizza Industries marketing and text mining Is done to get quantitative data. Dominos Is an American pizza company which spread worldwide. Case Study#2: - Coca Cola Company: Marketing Strategy In this case study, the largest beverage company in the world Coca Cola's marketing strategies and competitive advantage upon its competitor Is described. It Is an American company which Is started about century ago and spread worldwide by Its great marketing techniques. Marketing Is Important to ensures we get our goods and services to our customers effectively and efficiently and get profitable growth by making customer value. This report has two case studies about their marketing process and having a competitive advantage. This report will analyses the marketing strategies of two different Industries, one Is from pizza Industry that Is Dominos and the other Is Coca Cola.  Case Study#1: Social media competitive analysis and text mining- A case study in pizza Industry Pizza industry is among the companies which uses social media for their business purposes. One of the biggestgiant in pizza industry Dominos and in 2010 its market share was 7.60%. Then Dominos and Pizza Hut assigned specific staff to make an online community on Facebook and Twitter to give power to their customers in which they can modify their pizzas and can also provide feedback. Pizza Hut got 5,026,743 and Dominos got 4,446,748 likes on Facebook and Twitter page. According to research in October 2011 the daily wall post on Facebook was conducted that show Dominos got more likes and comments that means higher number of engaged customers as compare to its competitor Pizza Hut. Domino’s pizza demonstrated a high level of commitment and customer engagement by providing delightful experience to their customers. Domino's get a competitive gain over Pizza Hut by better interaction with its consumers.  Case Study#2: - Coca Cola Company: Marketing Strategy Coca Cola is famous as soft drink of the world and hugely successful over the last century. Coca Cola use various techniques like PEST, Consumer analysis-STP analysis (Segmentation, target and positioning). Coca Cola's largest competitor is Pepsi Co. Both company competes worldwide. Coco Cola adopts the SWOT analysis system analyze both Internal factor i.e Strength and Weakness and external factor i.e opportunities and threats. Strength includes brand name, economies of scale and Coco Cola system. Health regarding criticisms and dropping sales are its weaknesses. Growing healthy drinks is its opportunity and threats includes changing trends and competition. Coco Cola operates in beverages segment on the other hand Pepsico large share of total revenues comes from non-beverages. Pepsico targetyoung people but Coca Cola is enjoyed by people of various age groups. Coca Cola is the biggest company in the world in soft drink market from a century and trusted by people, in this way it gets competitive advantage over all other beverages companies.  Key Points #3: Marketing Success Evidence In first case study of Pizza Industry, Online community of the customer and the Pizza Industry Staff plays a beneficial role for the sustained marketing success. Positive Customer experience and their feedback helps Dominos to make their services better. By Facebook wall posts Dominos and Pizza Hut can understand their better and they can change the services as according to the convenience of the customer. Customers loyalty and referrals and ultimately boost their revenues and profits. A survey showed with a friend recommendation, one in three respondents received through a social media outlet like Facebook or Twitter. Any seasonal and festival offer, that are given by Dominos are directly shared with customers and get their feedback. Let the customer make their own pizza and make their pizza making experience memorable. By these types of facilities consumer get emotionally attached with the brand and tied in a long term relationship. By applying text mining to the text collected from the social media industries can get new knowledge and patterns. By taking a example of experience of customers when they order a pizza and gets its delivery, company might get a positive or a negative experiences from the customers. Like If a Customer have a Iphone app then it becomes simple and easy to order the pizza and getting a pizza on time makes the customer to put a positive feedback. But If there is something wrong with the toppings then it would haveled to a negative feedback. The online staff can immediately respond to both the positive and negative comments. Dominos get a competitive advantage over Pizza Hut because they use to answer the very comments while its positive or negative, in this way Dominos gets more customer satisfaction. In second case study, Coca Cola is a mega industry in the soft drinks companies. It is older than a century and people love to drink it. Coca Cola used to follow the trends and come with different type of beverages for all kind of people. They follow the PEST and STP analysis to keep the industry updated and on the track. Coco Cola get competitive advantage on Pepsico because it concentrates on every individual need and budget. It emphasis on the good branding reinforces reputation, generates loyalty and assure quality. While I Pepsico concentrate only on young age group and by doing so they cannot make an emotional contact with all age groups.  Key points #4: Analysis and explanation In case study one of Pizza Industry, Online community of the customer and the Pizza Industry Staff plays a beneficial role for the sustained marketing success. Positive Customer experience and their feedback helps Dominos to make their services better. By Facebook wall posts Dominos and Pizza Hut can understand their better and they can change the services as according to the convenience of the customer. Customers loyalty and referrals and ultimately boost their revenues and profits. Dominos got less likes on the Facebook as compared to Pizza Hut but by collecting data from the social media and data mining was done on both Dominos and PizzaHut wall post in month of October. The results show that Dominos get 212,673 likes and 34,450 comments and Pizza Hut posts get 98,664 likes and 17,644 comments. Even with the less persons on the Facebook wall Dominos get more responses from the customers. This happens because Dominos put more pressure on the interaction with customers then Pizza Hut did. Customers feel more satisfied when the Dominos staff reply to them and say thank you or sorry for any situation that put impact on the future relations with the customers. Building an emotional relation with the consumer Is the most Important thing for sustained business. In case study two, coca cola show shows sustained marketing success from the early 20th century. Coco Cola Is the most common soft drink in the world. Coca Cola use various techniques like PEST, Consumer analysis-STP analysis (Segmentation, target and positioning). PEST Is related to Political, Economic, Social and Technical issues that can put direct and Indirect effect on our business. These all factors play an important role in the success of Coca Cola Industry. Coca Cola Is attached with people of all age groups and make an emotional bounding with Its customers. It is very old and famous company but It always follow new trends to keep Its top place safe in the Industry. Some analytical tools are used to access marketing related strategies. These are SWOT analysis, PESTLE, market media, Intelligence research around competitor pricing, market mix media to develop adequate business marketing strategies, goals, and actionable plans for meeting marketing objectives for large and small marketing transformation Initiatives. By Implementing all these tools, a company like Coca Cola and Dominoscould get a good profit and competitive advantage in their particular areas. Dominos use the social media for their marketing purposes and get a supported feedback from Its customers, in this case social media plays a role of place where anybody can assess their pizza company. In Coca Cola PEST (Political, Economic, Social and Technological) tool plays an important role in sustained marketing success. They also follow customer analysisSTP (Segmentation, Targeting and Positioning) analysis in which company looks at how Its customers and the way It designs the consumer strategy. By STP they used to study customers.  Conclusion In first case study, Social Media Is represented as a platform for the pizza Industries. Customers get well connected directly to their pizza suppliers and can share their experience with other people. In this way the other people get reviews about the pizza and the service of the pizza company. Now It become a platform for the pizza company in which daily new members or customers get added by themselves and It directly benefits the company. Every person who Is liking, commenting and sharing the posts by Dominos directly doing marketing of the company. In second case study, Coca Cola Is a worldwide company. Its biggest competitive strength comes from the strong brand name that has been developed over century ago by consistent marketing efforts. Advertising and marketing plays a great job for the taking Coca Cola on a new height. Company adopted a Innovating marketing technique and make changes to Its products as the trends changes.References Barbier,G. & Liu,H.(2011). Data Mining In social media Bender,J.L., Jimenez-Marroquin, M.C., & Jadad, A.R. (2011). Seeking support on Facebook: A content analysis of breast cancer groups. Journal of medical Internet research, 13(1), e16. Barrett, L. (2010). 2010 Pizza power report Franchise Direct. (2011). Pizza franchise report McCorkindale, T.(2010). can you see the writing on my wall?: A content analysis of the Fortune 50's Facebook social networking sites. Public relations society of America, 4(3), 1-13 Pmq Pizza Magazine. (2010). Result of 2010 pizza Industry census Pmq Pizza Magazine. (2011). 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