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MARKETING
MANAGEMENT
1. From a marketing perspective, what has
Guinness done to ensure its longevity?
2. How would you characterize the Guinness
brand?
3. What could Guinness do to attract
younger drinkers? And to retain its older loyal customer
base? Can both be done at the same
time?
1. Why is the grey market so attractive to
business?
2. Identify the influences on the
purchasing behavior of the over-50s consumer.
3. Discuss the challenges involved in
targeting the grey market.
1. Discuss the reasons for the success of
the Nivea range of products across the world. Why did Beiersdoft decide to
extend the brand to different product categories? In the light of Beiersdoft’s
brand extension of Nivea, critically comment on the pros and cons of adopting
an umbrella branding strategy. Compare the use of such a strategy with the use
of an independent branding strategy.
2. According to you, what are the core
values of the Nivea brand? What type of brand extension framework did
Beiersdoft develop to ensure that these core values id not get diluted? Do you
think the company was able to protect these core values? Why/why not?
3. What were the essential components of
Beiersdoft’s global expansion strategy for Nivea? Under what circumstances
would a ‘global-strategy-local execution’ approach be beneficial for a company?
When and why should this approach be avoided?
1. How has Pret a Manger positioned its
brand?
2. Explain how the different elements of
the services marketing mix support and contribute to the positioning of Pret a
Manger.
1. Discuss how supply chain management can
contribute to the marketing success of these retailers.
2. Discuss the central components
necessary for the fast fashion concept to work effectively.
3. Critically evaluate the concept of
‘market-driven supply’, discussing the merits and pitfalls of its
implementation in fashion retailing.
MARKETING
MANAGEMENT
1) Why did Richard not able to jell with
local conditions?
2) If you were Richard ,What would you do
1. Explain how you will methodically go about
compiling the requested information covered in the seven questions for
management. Include in your explanation an estimate of the expense involved in
obtaining the information.
2. Develop a 10-question questionnaire for the
purpose of making a survey.
1. Describe the consumer behavior differences
among laundry products’ customers in Brazil. What market segments exists?
2. Should Unilever bring out a new brand or use
one of its existing brands to target the north-eastern Brazilian market?
3. How should the brand be positioned in the
marketplace and within the Unilever family of brands?
1. How does Ryanair’s pricing strategy account
for its successful performance to date? Would you suggest any changes to
Ryanair’ pricing approach? Why/why not?
2. Is the ‘no-fares’ strategy a useful
approach for Ryanair in the short term? In the long term?
3. Do the issues facing Ryanair threaten its
low-fares model?
1. Why did LEGO encounter serious economic
difficulties in the late 1990s?
2. Conduct a SWOT analysis of LEGO and
identify the company’s main sources of advantage.
3. Critically evaluate the LEGO turnaround strategy.
MARKETING
MANAGEMENT
1. What have been the key success factors
for Nike?
2. Where is Nike vulnerable? What should
it watch out for?
3. What recommendations would you make to
senior marketing executives going forward? What should they be sure to do with
its marketing?
1. What have been the key success factors
for Disney?
2. Where is Disney vulnerable? What should
it watch out for?
3. What recommendations would you make to
their senior marketing executives going forward? What should it be sure to do
with its marketing?
1. What have been the key success factors
for HSBC?
2. Where is HSBC vulnerable? What should
it watch out for?
3. What recommendations would you make to
senior marketing executives going forward? What should they be sure to do with
its marketing?
1. What have been the key success factors
for Krispy Kreme?
2. Where is Krispy Kreme vulnerable? What
should it watch out for?
3. What recommendations would you make to
senior marketing executives going forward? What should they be sure to do with
its marketing?
1. What are the key success factors for
Southwest Airlines?
2. Where is Southwest Airlines vulnerable?
What should it watch out for?
3. What recommendations would you make to
senior marketing executives moving
forward? What should they be sure to do with its marketing?
1. What have been the key success factors
for Wal-Mart?
2. Where is Wal-Mart vulnerable? What
should it watch out for?
3. What recommendations would you make to
senior marketing executives going
forward? What should the company be sure to do with its marketing?
Marketing Research
1.
Write
don a brief summary of all the answers given above. How does this differ from
the analysis of structured-response questions?
2.
Conduct
Chi-square test to cross-tabulate and to understand the relationship between
the independent and the dependent variable. Also calculate contingency
coefficient and the lambda asymmetric coefficient to find the strength of the
association between the two variables. Take Sample size as thirty. Analysis of
cross-tabulation using SPSS software
package would be required.
3.
Using
logistic regression proof that particular drug for women has characteristics
that cause some of them an adverse reaction to a particular drug.
4.
Use
conjoint analysis to determine from a potential customer’s point of view, how
important each attribute is to him. Also determine how much utility the
customer derives from a given combination of these levels of attributes. The
attributes are life, price and color.
5.
Can you add to methodology section?
6.
Distribute the sample of 75 among the different
categories of respondents mentioned under “Sample Composition”.
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09901366442 – 09902787224
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