MM01
Marketing Management
Assignment No.I
Assignment Code: 2013MM01A1 Last Date of Submission: 15th April 2013
Maximum Marks:100
Attempt all the questions. All the questions are compulsory and carry equal marks.
Section-A
Ques. 1 Why Analysis of Internal and External environment is necessary before carrying out any
marketing activity to introduce a new product in a market?
Ques. 2 What is the concept of value in marketing. Explain?
Ques. 3 Write short notes on:
(a) Portfolio approach and BCG model
(b) Delphi Technique and its usage
Ques. 4 Competitive advantage and brand position gets strengthened through the
differentiation strategy. Elaborate these differentiation strategies.
Section-B
Case Study : European low-cost airlines
Since the early 1990s there has been a significant growth in the European low-cost air travel market, which we consider here from the perspective of the five forces model.
Threat of new entrants
With deregulation and the development of new regional airports there are opportunities for new companies to enter the marketplace. However there are significant cost implications in setting up and running an airline business. The risks can be high, as illustrated by various financial casualties over the past ten years. New entrants have to balance the risk against the opportunity to enter the market. Moreover it is an intensely competitive market, and new entrants may not be able to gain the critical mass needed to survive.
Supplier power
There are various suppliers to this industry, including aircraft manufacturers (Airbus and Boeing are the two largest), refueling facilities and airports.
Buyer power
With the introduction of low-cost fares, discounted fares (from national carriers) and the influx of numerous airlines, buyers (mainly individuals rather than companies) have increased power of choice. Of course, the level of buyer power also depends on the number of airlines flying to the chosen destination. For example, several airlines fly from the London region to Paris, and customers are spoilt for choice, but this is not so for all departure and arrival locations.
Threat of substitutes
There are other modes of travel within Europe – car, coach and train. In some countries the train service is highly efficient, comfortable and cost-effective; in others it is the opposite. Therefore the degree of substitution is highly dependent on the availability and efficiency of the alternative modes of transport.
Industry competitors
This has become a highly competitive market. It could be argued that it is at, or near, saturation point. However, that might not discourage new entrants if they believe they can gain a sustainable competitive advantage through some form of differentiation or focus. (See the discussion on generic strategies opposite.)
Questions
1. Do you think this low-cost air travel has triggered a total competition? If yes, is pricing governed by market forces. Elaborate.
2. Suggest strategies by which a new entrant can have competitive advantage over its competitors and excel.
MM01
Marketing Management
Assignment No.II
Assignment Code: 2013MM01A2 Last Date of Submission: 15th May 2013
Maximum Marks:100
Attempt all the questions. All the questions are compulsory and carry equal marks.
Section-A
Ques. 1 (a) What is the pattern of channel distribution normally adopted by a consumer durable
firm. Give answer in reference to a tyre industry?
(b) What makes service marketing a specialty? Explain with special reference to 7ps of
service marketing.
Ques. 2 Write short notes on:-
(a) Core competence & unique selling preposition.
(b) Inventory management & supply chain management
Ques. 3 “An effective marketing mix must meet customer needs better than competitors”. What
are the elements of marketing mix. Explain?
Ques. 4 Briefly describe each of the four main stages of the product life cycle. What the
strategies adapted at various stages of PLC? What are the major uses of PLC and
what are the limitations of PLC?
Section-B
Case Study : The Challenge of Change
The board room was filled with the voice of Marketing Manager, Ashutosh Kant. He was addressing a meeting of senior managers of Escape, “The last three months were spent by our team of market research in finding out the reasons and patterns of sales at stores. Let me emphasize that retail sale is showing growth all over the country and in the process, competition is hitting up. We can no longer sit and relax, instead we need to put ourselves fully to retain our market leadership. The most disturbing highlights found in the survey are:
1. People find our service staff bordering on aggressiveness and less helpful as they never leave people to browse.
2. Children get bored and hence parents often leave the stores within minutes i.e., after finishing essential shopping. They never browse or spend leisure time at stores, which can otherwise promote sales.
3. With many choices available in the market, consumers have stopped treating our stores as a unique concept. We are loosing out on exclusivity.
Setting Up a Store
Mr Rehman, an entrepreneur, had set up a garments shop in one of Delhi’s busy markets about 10 years back.
He realized that to attract customers, he must do something new and keeping this in mind he chalked out a massive plan to open a chain of stores called Escape. Some major features of his stores were:
i) Complete dress range for kids, parents and teenagers.
ii) Full accessories for women and men in leather, cosmetics, stationery, shoes, purses and jewellery.
iii) A play centre where kids could spend time when the parents shopped.
The stores were opened at two locations in Delhi on an area of 7000 sq ft each. Within six months the shops became popular and the business grew rapidly in three years to a turnover of Rs 6 crores. The marketing plans for the stores included cable operators, newspapers, and advertising. The store conducted festivals such as children’s carnival and valentine special etc., to keep the crowds coming in.
The Ambience
Stress on ambience was high as Rehman wanted to create an image of a complete shopping, experience for the entire family. The sales staff was trained to promote not push any product and to encourage customers to browse through.
The women’s section was given an ethnic setting and men’s section had polished wood and leather all over. The garments, the accessories and gifts were displayed in large racks and full length mirrors were placed at multiple places. Sales staff present at all three floors often advised the customers but never showed around everything. The kids section included garments, toys and books and had more staff.
A major attraction of the store is a play centre for kids. The parents could safely leave their children in the place, situated at the ground floor itself. The place had separate sections of toys and books and was supervised by trained staff. The parents, thus, could leave the children and shop in a relaxed way. This concept was appreciated by all customers and became one of the prime attraction for customers.
The stores were one of its kind in the early 1990’s and grew rapidly. New sections on books, gifts and handicrafts were launched and at any time, the stores had more than two hundred categories of products. During this time, the competition started hitting up and three similar ventures were launched in the city. This didn’t bother Rehman much, because he felt he had built an image of being the ultimate store. By 1996, multi-storied, one-stop stores became the trend in this city and many more such stores came up.
Rehman had expanded his stores in three other cities as well and the turnover grew to 40 crores. The total manpower of the company rose to 500 and several new management and non-management cadres were introduced in the company.
The last year Diwali festival of the store brought 40,000 customers in the entire month, which worried Rehman as it was almost 20% less than their estimations. His marketing manager, after long discussions, hired a market researcher to study buying patterns and preferences of people walking in the store.
Questions
1. What are the major issues in the case?
2. Evaluate the strategies opted for by Rehman is creating the business. What has gone wrong with his strategies now?
3. If you were to present a marketing plan based on research findings, what strategies would you include in it?
Marketing Management
Assignment No.I
Assignment Code: 2013MM01A1 Last Date of Submission: 15th April 2013
Maximum Marks:100
Attempt all the questions. All the questions are compulsory and carry equal marks.
Section-A
Ques. 1 Why Analysis of Internal and External environment is necessary before carrying out any
marketing activity to introduce a new product in a market?
Ques. 2 What is the concept of value in marketing. Explain?
Ques. 3 Write short notes on:
(a) Portfolio approach and BCG model
(b) Delphi Technique and its usage
Ques. 4 Competitive advantage and brand position gets strengthened through the
differentiation strategy. Elaborate these differentiation strategies.
Section-B
Case Study : European low-cost airlines
Since the early 1990s there has been a significant growth in the European low-cost air travel market, which we consider here from the perspective of the five forces model.
Threat of new entrants
With deregulation and the development of new regional airports there are opportunities for new companies to enter the marketplace. However there are significant cost implications in setting up and running an airline business. The risks can be high, as illustrated by various financial casualties over the past ten years. New entrants have to balance the risk against the opportunity to enter the market. Moreover it is an intensely competitive market, and new entrants may not be able to gain the critical mass needed to survive.
Supplier power
There are various suppliers to this industry, including aircraft manufacturers (Airbus and Boeing are the two largest), refueling facilities and airports.
Buyer power
With the introduction of low-cost fares, discounted fares (from national carriers) and the influx of numerous airlines, buyers (mainly individuals rather than companies) have increased power of choice. Of course, the level of buyer power also depends on the number of airlines flying to the chosen destination. For example, several airlines fly from the London region to Paris, and customers are spoilt for choice, but this is not so for all departure and arrival locations.
Threat of substitutes
There are other modes of travel within Europe – car, coach and train. In some countries the train service is highly efficient, comfortable and cost-effective; in others it is the opposite. Therefore the degree of substitution is highly dependent on the availability and efficiency of the alternative modes of transport.
Industry competitors
This has become a highly competitive market. It could be argued that it is at, or near, saturation point. However, that might not discourage new entrants if they believe they can gain a sustainable competitive advantage through some form of differentiation or focus. (See the discussion on generic strategies opposite.)
Questions
1. Do you think this low-cost air travel has triggered a total competition? If yes, is pricing governed by market forces. Elaborate.
2. Suggest strategies by which a new entrant can have competitive advantage over its competitors and excel.
MM01
Marketing Management
Assignment No.II
Assignment Code: 2013MM01A2 Last Date of Submission: 15th May 2013
Maximum Marks:100
Attempt all the questions. All the questions are compulsory and carry equal marks.
Section-A
Ques. 1 (a) What is the pattern of channel distribution normally adopted by a consumer durable
firm. Give answer in reference to a tyre industry?
(b) What makes service marketing a specialty? Explain with special reference to 7ps of
service marketing.
Ques. 2 Write short notes on:-
(a) Core competence & unique selling preposition.
(b) Inventory management & supply chain management
Ques. 3 “An effective marketing mix must meet customer needs better than competitors”. What
are the elements of marketing mix. Explain?
Ques. 4 Briefly describe each of the four main stages of the product life cycle. What the
strategies adapted at various stages of PLC? What are the major uses of PLC and
what are the limitations of PLC?
Section-B
Case Study : The Challenge of Change
The board room was filled with the voice of Marketing Manager, Ashutosh Kant. He was addressing a meeting of senior managers of Escape, “The last three months were spent by our team of market research in finding out the reasons and patterns of sales at stores. Let me emphasize that retail sale is showing growth all over the country and in the process, competition is hitting up. We can no longer sit and relax, instead we need to put ourselves fully to retain our market leadership. The most disturbing highlights found in the survey are:
1. People find our service staff bordering on aggressiveness and less helpful as they never leave people to browse.
2. Children get bored and hence parents often leave the stores within minutes i.e., after finishing essential shopping. They never browse or spend leisure time at stores, which can otherwise promote sales.
3. With many choices available in the market, consumers have stopped treating our stores as a unique concept. We are loosing out on exclusivity.
Setting Up a Store
Mr Rehman, an entrepreneur, had set up a garments shop in one of Delhi’s busy markets about 10 years back.
He realized that to attract customers, he must do something new and keeping this in mind he chalked out a massive plan to open a chain of stores called Escape. Some major features of his stores were:
i) Complete dress range for kids, parents and teenagers.
ii) Full accessories for women and men in leather, cosmetics, stationery, shoes, purses and jewellery.
iii) A play centre where kids could spend time when the parents shopped.
The stores were opened at two locations in Delhi on an area of 7000 sq ft each. Within six months the shops became popular and the business grew rapidly in three years to a turnover of Rs 6 crores. The marketing plans for the stores included cable operators, newspapers, and advertising. The store conducted festivals such as children’s carnival and valentine special etc., to keep the crowds coming in.
The Ambience
Stress on ambience was high as Rehman wanted to create an image of a complete shopping, experience for the entire family. The sales staff was trained to promote not push any product and to encourage customers to browse through.
The women’s section was given an ethnic setting and men’s section had polished wood and leather all over. The garments, the accessories and gifts were displayed in large racks and full length mirrors were placed at multiple places. Sales staff present at all three floors often advised the customers but never showed around everything. The kids section included garments, toys and books and had more staff.
A major attraction of the store is a play centre for kids. The parents could safely leave their children in the place, situated at the ground floor itself. The place had separate sections of toys and books and was supervised by trained staff. The parents, thus, could leave the children and shop in a relaxed way. This concept was appreciated by all customers and became one of the prime attraction for customers.
The stores were one of its kind in the early 1990’s and grew rapidly. New sections on books, gifts and handicrafts were launched and at any time, the stores had more than two hundred categories of products. During this time, the competition started hitting up and three similar ventures were launched in the city. This didn’t bother Rehman much, because he felt he had built an image of being the ultimate store. By 1996, multi-storied, one-stop stores became the trend in this city and many more such stores came up.
Rehman had expanded his stores in three other cities as well and the turnover grew to 40 crores. The total manpower of the company rose to 500 and several new management and non-management cadres were introduced in the company.
The last year Diwali festival of the store brought 40,000 customers in the entire month, which worried Rehman as it was almost 20% less than their estimations. His marketing manager, after long discussions, hired a market researcher to study buying patterns and preferences of people walking in the store.
Questions
1. What are the major issues in the case?
2. Evaluate the strategies opted for by Rehman is creating the business. What has gone wrong with his strategies now?
3. If you were to present a marketing plan based on research findings, what strategies would you include in it?
No comments:
Post a Comment