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Martins Plc is a market leader in the bakery industry. The case provides a variety of problems and areas for investigation based on marketing and retailing techniques and principles (e.g. corporate identity, company expansion and marketing mix issues). The case study is suitable for various levels (HND to post-graduate/post experience study). Teaching notes include a sample assignment (which has been tested) with learning objectives and assessment criteria. It is the intention of the authors that in addition to the areas for discussion provided, tutors can use Martins Plc as a vehicle to cover marketing and retail syllabuses either as a discussion topic or a means of developing student centred skills.