AEREN FOUNDATION’S Maharashtra Govt. Reg. No.:
F-11724
|
AN
ISO 9001 : 2008 CERTIFIED INTERNATIONAL B-SCHOOL
|
SUBJECT : MARKETING MANAGEMENT
COURSE : MBA 4th Semester
Dear students get fully solved
assignments
Send your semester &
Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
(Prefer mailing. Call in emergency )
Total
Marks : 80
Q.1.
Describe what is meant by a business being ‘consumer led’.
Answer:-consumer-led
is responding to the needs of consumers in the market. Example: NIVEA is a consumer-led business which made it one of the
largest skin care brands in the world. In a broad sense it’s a guiding philosophy,
whereby a ‘known customer’ is placed at the heart of every decision a company
takes. The principle of a known
Q.2 What
are the key parts of the marketing mix? Explain how each works with the others.
Answer:-Marketing
Mix:-
Description
The Marketing Mix model (also known as the 4 P's) can be used by marketers as a
tool to assist in implementing the marketing strategy. Marketing managers use
this method to attempt to generate the optimal response in the target market by
blending 4 (or 5, or 7) variables in an optimal way. It is important to
understand that the Marketing Mix principles are controllable variables. The
Marketing Mix can be adjusted on a frequent basis
3. Explain
why the balance of the marketing mix is as important as any single element. marketing
objective and marketing mix vary across the PRODUCT TYPE
and Product Life Cycle.
PRODUCT
LIFE CYCLE:- Products pass through a series of stages.
Successful products progress through four basic stages: (1) Introduction; (2)
Growth; (3) Maturity; and (4) Decline.
The
product life cycle concept provides important insights about developments at
the various stages of the product's life. Knowledge that profits assume a
predictable pattern through the stages and that promotional emphasis should
shift from product information in the early stages to product promotion in the
later stages should allow the m
4. Analyse
the marketing mix for NIVEA VISAGE Young. What are its strongest points?
Explain why you think this is so
Product
The first stage in building an effective mix
is to understand the market. NIVEA uses market research to target key market
segments which identifies groups of people with the same characteristics such
as age/gender/attitude/lifestyle. The knowledge and understanding from the
research helps in the development of new products. NIVEA
Case Study -2
SWOT Analysis in action at SKODA
1.
What was the key weakness that Skoda was able to identify?
Answer : The SWOT
analysis was
used by Skoda to identify its weaknesses. One of the greatest weakness
identified, which affect the success of the company is its small market share.
Skoda only holds 1.7 percent market share. Because of this, Skoda remains a
small player in the car manufacturing market. Through the SWOT analysis, management was able to
identify this weakness and also the causes of this weakness. Skoda’s
2. What strength did Skoda use to turn its brand weakness into an opportunity?
Answer : The strengths of Skoda were
identified and assessed by conducting a SWOT
analysis. The company conducted a research involving consumers in order to find
out the strengths of its products and brand.
Surveys were also used. The strength of the company and its products lie in its
focus on experience rather than on sales. Meaning, the company makes sure that
there is “human
touch” in
the production and manufacture of its cars and make sure that the consumers
feel it. Because of this strength, Skoda was listed as one of the top five
manuf
3.
How has Skoda strategically addressed external threats?
Answer : Through the SWOT analysis, the company was able to
identify the external
threats that
may affect the company’s standing in the
market and success. One of the biggest threats to Skoda is intense competition
in the European car
4.
What in your view are the important benefits of using a SWOT analysis?
Answer : It is clear from the case
study, the SWOT analysis have been helpful in creating and
formulating strategies for the company. The company relied on SWOT analysis in getting a clear picture of where the company
is now and where the company wants to go. The SWOT
analysis, provided information about the strengths of the company, which they
can use to build a strategic advantage over
and a point of difference from its competitors. The SWOT analysis was
Case-3 : Marketing strategy for growth
Answer the
following questions
1. What is
the difference between primary and secondary research? Identify one example of
primary and research carried out by Wilkinson.
Answer : Market research is vital for
collecting data on which to base the strategy. Market research takes one of two
main forms primary research and secondary research.
•
Primary research (also called field research) involves collecting data
first hand. This can take many forms, the main ones being interview,
2. Explain
why Wilkinson needed a marketing strategy to help them to grow.
Answer : To grow, a business needs to give
consumers what they want, at a price they are satisfied with, when they want it
and make a profit for the company. Wilkinson commissioned market research which
identified key potential for growth in the student sector. It had to develop a
strategy for growth that not only covered the specific requirements of this
target group, but also linked closely with the company's overall aims and
objectives.
3.
Evaluate the benefits of the marketing campaign to Wilkinson.
Answer : The
campaign showed that:
•
awareness of Wilkinson brand had significantly risen from 77% to 95% of
those interviewed. This brought it in line with Morrison supermarkets, a key
competitor.
• 17%
of students who received a goody bag at freshers” fairs used the 15% discount
voucher. A further 58% intended to use the voucher. The campaign had either got
students to enter the Wilkinson stores or increase their intention to visit the
store.
4. Analyse
how effective the marketing campaign was in helping
Answer : The campaign showed significant
increase in students' levels of awareness about Wilkinson and its products.
It encouraged them either to shop more or to
try
Case-4 : Extending the product life cycle
Answer the following questions:
1. Using
current products familiar to you, draw and label a product life cycle diagram,
showing which stage each product is at.
Answer : A B C
PRODUCT
A—SRIL SEDAN HATCHBACK—CHEVROLET
THIS
VEHICLE IS AT
THE INTRODUCTORY STAGE.
2. Suggest
appropriate aims and objectives for a small, medium and large business.
Answer :
Aims and objectives for a small business.
Aim for a small business can
"Survival", to survive in the market and look for profits.
OBJECTIVE --IS
TO MAKE 15%
RETURN ON INVESTMENT,
Aims and
objectives for a medium business.
3. Consider the decision taken by Kellogg
to opt for product development. Suggest a way in which itcould have diversified
instead. Justify your answer.
Answer : THE STRENGTH
OF KELLOGG IS THE DISTRIBUTION
/ CHANNEL MANAGEMENT.
Dear students get fully solved
assignments
Send your semester &
Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
(Prefer mailing. Call in emergency )
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.