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assignments NMIMS assignments September 2019
NMIMS Global
Access
School for
Continuing Education (NGA-SCE)
Course: B2B Marketing
Internal Assignment Applicable for
September 2019 Examination
1. Fortis Hospitals wants to
increase its sales by focusing the Business markets where
Organizations would buy
preventive health check-up packages for their employees.
They have developed various
packages to attract business markets.
Propose a suitable pricing
strategy that Fortis should use for its organizational
customers.
2. Excellent Roller, company are the
famous rubber roller manufacturers in India. They
have got into a technical
collaboration to produce Teflon rollers which are used in
coating and printing machines.
Rubber rollers which is used generally are prone to
damages compared to Teflon
rollers. ERPL is planning to launch product using
advertisements. Do you agree for
an advertisement campaign for an industrial
product? If so why? What are the
ways in which ERPL can advertise? What are
alternate methods? (10 Marks)
3. Read the following Case
& solve the questions given:
Mr. Sunil Mathur, Director, Raj
Doors Pvt Ltd, was not sure what kind of marketing
strategies, segment and target
market he should use in order to achieve the company
goals on sales and profitability.
The sales and profits were not growing as per
expectations of Mr. Mathur.
Sunil Mathur joined the family
business in 2006 after completing graduation in
Electronics engineering and MBA
from a reputed institution in India.
The company manufactures and
markets plastic doors (GTEX brand) for bedrooms,
bathrooms, office rooms, balcony
etc. These non-wood doors can be used for
residential houses, institutions
like schools, office, hospitals as well as commercial
shops, malls etc. The market for
plastic doors was growing at the rate of 50% annum.
Raj Door was having a market
share of 14% in the year 2008. Kintex and Aptak were
the leading players with market
share approximately 28% and 20% respectively.
Balance market was dominated by
smaller players as well the players in the
unorganized sector. The market
was overall dominated by wooden doors. The market
was highly fragmented with no
player commanding more than 4% of the market.
Unorganized sector was the dominant player in the
wooden door market. Mr. Sunil
was determined to make the
company as market leader of the overall door market
(both wooden and plastic) in the
next ten years.
The company had segmented its
market into the following segments(a) government
organizations like CPWD, Ministry
of Defence, Railways etc.;(b) Residential house
built by builders ;( c)
commercial organizations and institutions ;( d) individual house
owners built by individuals ;( e)
fabricators. ‘We have targeted all the above market
segments for plastic doors,
excepting those who want wooden doors’ said Sunil
Mathur. He further added that
their sales personnel regularly contacted contractors
who get business from government
organizations, where lowest price and good aftersales-
service are the key buying
factors. However, when sales personnel call on
builders for residential and
commercial complexes for getting orders, Superior
product quality and services are
the most important factors that they have to keep in
mind. For house owners and
fabricators indirect channel of dealers are used. They
mostly look for low prices and
delivery service. The company developed three subbrands
under GTEX brand. These are
Solidex, Fibrex and Lightex. Solidex brand
was suitable for government
firms, institutions, individual houses with medium
quality and medium to low prices.
Fibrex brand with high quality was suitable for
builders and a few individual
house owners. Lightex brand offered lower quality and
low prices for replacement market
and a few individual house owners.
a. Evaluate how the buying
behavior is likely to be different in the Commercial offices
from individual households. (5
Marks)
b. Develop a marketing strategy
with focus on: Strategic orientation (whether you
would like to be leader,
challenger or follower)? Discuss its implications.
(5 Marks)
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