Dear students, get latest Solved
assignments by professionals.
Mail us at:
help.mbaassignments@gmail.com
Call us at: 08263069601
Xaviers
Institute of Business Management Studies
SUBJECT: MARKETING
MANAGEMENT
Total Marks : 80
INSTRUCTIONS
1.
Answer all the Questions
2.
Present your Answer with tidiness and to the point.
3.
Question No 1 to 8 carry 8 marks each and question No.9 carry 16
marks.
Question.
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.
Answer: To maintain
the top position of Maggi as the market leader for instant noodles and
effectively compete with Top Ramen's Noodles, a strategic plan should be
designed using the concepts of marketing management. Here are key elements of
the strategic plan:
- Product Innovation and
Question.
2.Discuss the relationship between ‘Segmentation’ and ‘Positioning’. Explain
the major criteria of Segmentation and Positioning. Quote sufficient examples
to strengthen your answer.
Answer: Segmentation
and positioning are two fundamental concepts in marketing that are closely
related and interdependent. Segmentation involves dividing the market into
distinct groups of consumers based on common characteristics, needs, or
preferences, while positioning is the process of creating a distinct image or
perception of a product or brand in the
Question. 3.
(a)Describe
in detail the stages in the Product Life Cycle.
Answer: The Product
Life Cycle (PLC) is a concept used in marketing to describe the various stages
that a product goes through from its introduction to its eventual decline in
the market. The PLC consists of four main stages, each characterized by
specific attributes and marketing strategies. These stages are:
- Introduction Stage: The
introduction stage is the first phase of the product life cycle when the
product is introduced to the market. During this stage, sales are
generally low as the product is new and unfamiliar to customers.
(b)In this
context, explain the challenges that a Marketing Manager has to deal while introducing
a new product.
Answer: Introducing
a new product is a complex and challenging task for a marketing manager. The
success of the new product launch depends on various factors, and marketing
managers must navigate through several challenges to ensure a smooth and
successful introduction. Here are some of the key challenges that a marketing
manager has to deal with while introducing a new product:
- Market Research and Analysis:
Conducting thorough market research to identify customer needs, preferences,
and market trends is crucial. Understanding the target audience and the
competitive landscape helps in developing a product
Question.
4.What do you understand by Channel of Distribution? Explain the different
kinds of Channel of Distribution in detail.
Answer: Channel of
distribution refers to the path or route through which products or services
move from the manufacturer to the end consumer. It involves a series of
intermediaries or middlemen who facilitate the transfer of goods or services
from producers to consumers. The channel of distribution plays a crucial role
in ensuring the availability of products in the market and reaching the target
customers efficiently.
Different Kinds of Channels of
Distribution:
Question.
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.
Answer: Factors
Affecting Pricing Decision:
- Costs: The cost of production, including
raw materials, labor, overheads, and distribution costs, is a significant
factor that influences pricing decisions. Companies need to ensure that
the selling price covers the production costs and allows for a reasonable
profit margin.
- Market Demand: Customer demand and
Question.
6.What are the essential Factors influencing Consumer behavior? Explain its
significance in Marketing Management in accordance with the Technology
advancements.
Answer: Consumer
behavior refers to the process through which individuals or groups select,
purchase, use, and dispose of goods, services, ideas, or experiences to satisfy
their needs and wants. Understanding consumer behavior is crucial for marketing
management as it helps businesses develop effective marketing strategies and
tailor their products and services to meet consumer needs and preferences.
Several essential factors influence consumer behavior, and
Question.
7.Write Short Notes on any four of the following:
(a) Price Skimming.
Answer: Price skimming is a pricing
strategy in which a company sets an initially high price for a new product or
service and then gradually lowers it
(b) Media Selection for Advertising
Answer: Media selection for
advertising involves choosing the most appropriate and effective media channels
to deliver promotional messages to the target audience. This decision is based
on factors such as the characteristics of the target
(c) Sales Promotion
Answer: Sales promotion refers to
the use of short-term incentives and promotional activities to stimulate immediate
sales or boost the demand for a product or service. Sales promotions are
typically time-bound and are designed to create a
(d) Product Differentiation
Answer: Product differentiation is
a marketing strategy in which a company distinguishes its products or services
from those of its competitors by emphasizing unique features, attributes, or
benefits. The goal of product differentiation is to create
(e) Demand Inelastic in Business Buyer
Behavior
(f) Vertical Marketing System
Question.
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.
Answer: The
marketing research process is a systematic approach to gather and analyze
relevant information about consumers, market trends, and competitors. For the
company launching a new product in Mumbai, the marketing research process can
Question. 9.Case Study -
Read the Case carefully and answer to the questions analytically.
Case Study on Maruthi Udyog Ltd.
Maruti
Udyog L:td.MUL is the largest auto manufacturer in India. It has 70 percent
share of the small car segment and 40 percent of the luxury segment. It was set
up as a joint venture between the Government of India and Suzuki motors of
Japan. Today the government has reduced its stake and it is a Suzuki firm. It
has a vendor network of nearly 450, a third of who have ISO 9000 certification.
It also has joint ventures with some of its vendors to ensure quality and
timely delivery. Maruti has about 14 models to cars, vans and jeep. In the
small car segment, it completes with Santro of Hyundai and Indica from the
Tatas.
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.
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 Toyota are also planning to enter the market.
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:
- Suzuki technology
- Economic scale of
production
- Strong R&D.
- Timely market feedback as a result of
continuous research
- Large range of
models.
- Strong dealer
network
- Large service
network around the country with trained technicians.
- Quality programmes
(Kaizan)
- Design expertise
- Brand equity
- 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 India but in a number of countries of the west
as well. With a modest beginning in 1997 when it exported 102 cars, now MUL
exports to more than 30,000 cars to 74 countries. The countries include Italy,
Holland and Chile; around 70 percent
sales are to Europe.
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:
Question.1. Discuss the main issues narrated in the case in your own style.
Answer: In the case
of Maruti Udyog Ltd. (MUL), the main issues can be summarized as follows:
- Market Dominance and Competition:
Maruti is the largest auto manufacturer in India with a significant market
share in both the small car and luxury segments. However, it faces strong
competition from other players like Hyundai and Tata Motors, especially in
the small car segment. The threat of new entrants from international
players also poses a challenge to Maruti's market dominance.
Question. 2.Carry out a SWOT Analysis.
Answer: SWOT
Analysis of Maruti Udyog Ltd.
SWOT analysis is a strategic planning tool
that helps identify a company's internal strengths and weaknesses, as well as
external opportunities and threats. Here's a SWOT analysis for Maruti Udyog
Ltd:
Strengths:
- Market Leadership: Maruti is the largest auto
manufacturer in India and holds a significant market share in both small
car and luxury segments, giving it a strong competitive advantage.
- Suzuki Technology: The company
Question.3.Based on the Analysis of the case, put forth your views and
suggestions.
Answer: Based on
the analysis of the case of Maruti Udyog Ltd., there are several views and
suggestions that can be put forth:
1. Expanding Market Presence: Maruti
should continue its focus on expanding its market presence in both the small car
and luxury segments. While it has a dominant position in the small car segment,
it should explore ways to increase its market share in the luxury segment by
introducing new and technologically advanced models.
2. Product Innovation: To stay
ahead of the competition and meet changing consumer demands, Maruti should
emphasize product innovation. This
Dear students, get latest Solved
assignments by professionals.
Mail us at:
help.mbaassignments@gmail.com
Call us at: 08263069601
No comments:
Post a Comment
Note: only a member of this blog may post a comment.