A-Level/ IB Business Case Study - The Marketing Mix (4 Ps) - Boonen Bikes

Boonen Bikes is a bike manufacturer that specializes in road bikes for local club riders in Belgium. The business has a portfolio of 4 bikes, each at various stages of the Product Life Cycle. The business needs to decide whether to extend the life of the Koppenberg bike, its Cash Cow, or to invest in Research & Development and Marketing for one of its newer products, the Kwaremont.

This case study is based on the topic Marketing Mix (4 Ps). This fits into the following syllabi:

A-Level - 3.3.4 - Making Marketing Decision: Using the Marketing Mix
IB - 4.5 - The Four Ps - Product, Price, Promotion and Place

This allows students to practice their knowledge of:-

• The BCG (Boston) Matrix
• Product Life Cycle and extension strategies
• Pricing Strategies
• Impact of E-Commerce on the Marketing Mix

This case study is based on a fictional organization and contains a number of questions. The case study includes an answer scheme.