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NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: B2B Marketing
Assignment Marks: 30
Instructions:
·
All Questions carry equal marks.
·
All Questions are compulsory
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All answers to be explained in not more than 1000 words for question 1
and 2 and for question 3 in not more than 500 words for each subsection. Use
relevant examples, illustrations as far aspossible.
·
All answers to be written individually. Discussion and group work is
not advisable.
·
Students are free to refer to any books/reference
material/website/internet for attempting theirassignments, but are not allowed
to copy the matter as it is from the source of reference.
·
Students should write the assignment in their own words. Copying of
assignments from otherstudents is not allowed.
·
Students should follow the following parameter for answering the
assignment questions.
|
For Theoretical Answer |
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For Numerical Answer |
||
|
Assessment Parameter |
Weightage |
Assessment Parameter |
Weightage |
|
|
Introduction |
20% |
Understanding and usage of the
formula |
20% |
|
|
Concepts and Application
related to the question |
60% |
Procedure / Steps |
50% |
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Conclusion |
20% |
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Correct Answer &
Interpretation |
30% |
1. Crompton
Greaves Ltd is the leader in Indian Domestic market for electric motors, which
conform to Indian & International Standards. The company faces a severe
competition from small scale motor manufacturer as well as large global players
like Siemens & ABB. What suggestions you would like to give to the company
to maintain its leadership position in this product category?
Answer: Organisations
that enjoy competitive advantage are able to produce or sell more goods
effectively. Marketers usually develop business strategies to gain competitive
advantage over other organisations in the industry. Michael Porter asserts that
the effectiveness and supremacy
of organisations
in business markets are due to two main factors: their ability to be
cost-effective and their ability to provide a differentiated product offering.
According to Porter, these two factors combined with the
2. An automobile
component OEM manufacturing alternator has appointed your advertising agency to
design the promotional strategy for their product. You are required to prepare
a marketing communication campaign & select appropriate media vehicle for
the same keeping in mind the target audience.
Answer: Communication
is a process whereby the meaning is defined and shared between living
organisms. Communication requires a sender, a message, and an intended
recipient, although the receiver need not be present or be aware of the
sender's intention to communicate at the time of communication. Thus,
communication can occur across vast distances in time and space. Communication
requires that the communicating parties share an area of communicative
commonality. The communication process is complete once the receiver has
understood the sender.
3. Read the
following Case & solve the questions given:
ABC is a leading
brand of furniture in B2C segment having presence in various cities in India.
ABC now plans to introduce in B2B category by launching a product line in the
office furniture category. It intends to sell both Indian as well as imported
furniture so as to cater to the different needs & wants of the target
audience. It intends to target corporates but is not clear how to go about
marketing & selling it to corporates (B2B) as ABC was always involved in
selling home furniture (B2C).
a. Suggest
positioning strategies to be adopted by ABC for their new product line in B2B
Category.
b. Suggest a
suitable sales promotion strategy for ABC’s new product line of office
furniture.
Answer: a) Positioning
is an act of developing the company’s offerings and image to occupy a distinct
place in the minds of the target market. Positioning is a consumer driven
strategy in which the objective is to occupy a unique place in the customer’s
mind and maximize its potential benefit for the firm. Each brand must thus be
‘positioned’ in a particular class or segment. Example, Mercedes is positioned
for luxury segment and Volvo is positioned for safety. The position of a
product is the sum of those attributes normally ascribed to it by the consumers
– its standing in the market, its quality, the type of people who use it, its
strengths, its weaknesses, its price, the value it represents, and any other
unusual or memorable characteristics it may possess.
Dear students, get latest Solved NMIMS assignments and
case study help by professionals.
Mail us at : help.mbaassignments@gmail.com
Call us at : 08263069601
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