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Xaviers
Institute of Business Management Studies
SUBJECT: MARKETING
MANAGEMENT
COURSE : MBA Total Marks : 100
INSTRUCTIONS
1.
Answer all the Questions
2.
Present your Answer with tidiness and to the point.
3.
Question No 1 to 8 carry 10 marks each and question No.9 carry 20
marks.
1. At the time when the market leader for
instant noodles was Nestles Maggi, the
main challenger was Top Ramen’s Noodles. Applying the concepts of marketing
Management, what would be your strategic plan in order to keep up the top
position of Maggi.
2. Discuss the relationship between
‘Segmentation’ and ‘Positioning’. Explain the major criteria of Segmentation
and Positioning. Quote sufficient examples to strengthen your answer.
3. (a) Describe
in detail the stages in the Product Life Cycle.
(b) In this context,
explain the challenges that a Marketing Manager has to deal while introducing a
new product.
4. What do you understand by Channel of
Distribution? Explain the different kinds of Channel of Distribution in detail.
5. Explain the factors affecting Pricing
Decision. What are the various methods of pricing a Product? Briefly explain
them. Also, differentiate between Price shadowing and Price Covering.
6. What are the essential Factors
influencing Consumer behavior? Explain its significance in Marketing Management
in accordance with the Technology advancements.
7. Write Short Notes on any four of the
following:
(a) Price
Skimming.
(b) Media
Selection for Advertising
(c) Sales
Promotion
(d) Product
Differentiation
(e) Demand
Inelastic in Business Buyer Behavior
(f) Vertical
Marketing System
8. A new product is to be launched by a
company at Mumbai. As a part of identifying the consumer behavior, the company
intends to carry out a research process. Outline a Marketing Research Process
for the company in order to establish the requirements of the consumers.
9. Case
Study - Read the Case carefully and
answer to the questions analytically.
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Case Study
on Maruthi Udyog Ltd.
Maruti Udyog L:td.MUL is
the largest auto manufacturer in
Maruti’s vision and mission statement are
given below
Vision: To be competitive worldwide in products and
services retain leadership in the country and aspire for a good market share
internationally.
Mission: To sell a variety of cars-
modern, high technology and fuel efficient – in the Indian and foreign markets.
The firm’s values are as
follows
Growth oriented organization ready to
change to meet customers demand at short notice.
Value
for money for the customers.
Stakeholders’
involvement and satisfaction.
Responsible
corporate citizen.
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Competitive
Analysis of Maruti
Maruti had a good run till
1998 when several international players challenged its supremacy . In the small
car segment, Santro of Hyundai, and Indica from the Tatas pose major problems
for Maruti . In the luxury segment, its Esteem faces competition from Honda
City, Opel Astra , Ford Escort and Ford Ikon. Its jeep Gypsy faces competition
from Mahindra& Mahindra’s jeeps, and Tata’s Sumo and Safari.
Threat of new entrants is
real as the segment of middle class cars is growing rapidly, Volvo, Volkswagen
and
To beat Maruti’s brand image, economics of
scale and marketing and service network , new firms have to spend a lot of
money and efforts and that could be the entry barrier.
Critical success factors
of Maruti:
1. Suzuki technology
2. Economic scale of production
3. Strong R&D.
4. Timely
market feedback as a result of continuous research
5. Large range of models.
6. Strong dealer network
7. Large service network around the country
with trained technicians.
8. Quality programmes (Kaizan)
9. Design expertise
10.
Brand
equity
11.
Provides
leasing options, hire purchase schemes.
Realising the imminence of
competition in 1998 , Maruti planned to have relationship marketing , with an
idea of selling Maruti cars to its existing customer base and upgrading product
purchase . Maruti introduced Zen Alto and Wagon R, for this purpose.
MUL has competitive advantages in the segments it
operates in to counter the onslaught of competition it even reduced the price
and went for volume business .MUL has maintained its competitive advantage in
the following manner.
1. Superior Suzuki compact car technology.
2. Value for money
3. Low maintenance cost.
4. Reliable quality
5. Largest network of dealers and service
centres.
6. large product range for various needs and
pockets.
7. Easy availability and attractive finance
schemes .
8. ISO certification, even for a large number
of dealers.
9. Technology transfers to important vendors
for ensuring quality supplies.
Maruti is a household’s
name not only in
Maruti looks confidently to the
future with the following agenda:
1. Commitment to customer
satisfaction/delight.
2. Expansion and modernization of facilities.
3. New model
as per market demand
4. Model upgradation .
5. Market research to remain proactive in the
market.
6. Emphasis on overseas markets
7. Finance for the customers.
Questions:
1.
Discuss
the main issues narrated in the case in your own style.
2.
Carry
out a SWOT Analysis.
3.
Based
on the Analysis of the case, put forth your views and suggestions.
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