The objective of this research project is to apply marketing theories to a practical case study of Frosty Boy Australia Pty. Ltd . In order to achieve this objective, a four step method of applying the theories to Frosty Boy is undertaken.
The first step is a review of the literature on the key marketing theories with relevance for Frosty Boy. This step includes a review of: l)the product life cycle theory 2)portfolio analysis approaches, and 3)Porter's concepts on competition.
A research programme is carried out as the second step to gain Frosty Boy's product, firm, and industry specific information in order to filter this information through the theories. The methodology implemented involves quantitative and qualitative means of analyzing: l)Frosty Boy sales data, and 2)questionnaires completed by Frosty Boy distributors and employees.
The third step required for the application of the theories is the analysis stage entailing making a prognosis on how the research programme results can be incorporated into marketing theories.
The fourth step integrates the theories and research into a strategic marketing plan tailored to Frosty Boy to enable them to target a sustainable competitive advantage.
The substantive conclusion drawn from this research project is that with a combination of: l)marketing theory review, 2)market research, 3)analysis, and 4) integration into a marketing plan, marketing theories can and should be applied to real life cases.