Reference no: EM132218911

Group work!! Use the previous group formulation

1. By taking a company of your choice and explain the following specific marketing concepts.

1. Introduction about the company

2. Product Offer

3. Demand Management

4. Market Segmentation, targeting and positioning

5. Competitive Strategy

6. Pricing, Promotion and Distribution Strategies

Individual work!!!!

Chapter specific Questions

Chapter two

1. Mr. Demeke Endalamaw wants to segment markets in order to serve customers as per their interest. For the purpose of dividing up buyers, he begins his work by conducting marketing survey on customers thinking, attitudes and buying motives.

Some of them are crazy for novel design or products of new fashion that may increase their prestige in the society and the motto of some of other customers is simple living and high thinking and they never aspire for showy-items.

Some of the customers are family oriented and want to spend their time and money on family issues. Finally, he becomes confuse on which bases/s to use for segmenting the buyers and he needs your advice. So, what should you advise Demeke to use as a base for segmenting? Why?

2. Take a look the following scenario b/n Hiwot and Mr. Demeke(Hiwot's Manager) and give the necessary answer to the given questions.

Hiwot:"After l talked to Mr.Demeke, he seemed okay with giving one of my current project to someone else so l could spend some time on Market segmentation. But, while l was explaining some of the key elements of market segmentation to him, he had some concerns about a few big pieces of this approach."

Mr. Demeke:" that customer orientation piece seems like a waste of time to me. We've been working in these areas countrywide for a long time and we have a pretty good idea about what people are doing (or not doing) and we have a good understanding on the common needs of customers countrywide. And why should we target segments and appreciate their difference? I don't think it's a good idea to leave focusing on what is common to all people in the country. Shouldn't we be trying to reach as many people as we can?"

Hiwot: "l'm losing my confidence! How do you think l can convince him of the need to understand our target audience and segment them? Or do you think it is okay for me to admit on a couple of these points?"
What should you advise Hiwot to say?

Chapter three( product decision )

Which company has the world's strongest brand? Is brand strength determined by sales volume, a global presence, innovation, reputation, amount of advertising, success on the internet, positive public relations, stock value, or all of the these things? Marketing managers know that strong brand equity is the key to entering new markets and successfully penetrating old ones.

Strong brands can command premium prices. Brand image also shapes corporate strategy, advertising campaigns, and overall marketing effort. Alliances are made and broken based on brand reputation and confidence.

In contrast, loss of confidence in a brand can affect not only the companies involved but also all of the brand's distributors, service providers, and secondary publics. As a result, many consider a strong brand a company's most important asset. According to recent studies, the coca-cola brand tops the list, followed by Microsoft, IBM, and GE.

Based on the above case answer the following questions:

1. Why do these brands gainer so much respect?

2. What makes a strong brand?

3. What makes Coca-Cola the number one brand in the world? What characteristics differentiate the company and brand from its competitors

Chapter FIVE

1. Suppose, ‘Yengat Chora' is a small, independent business found in Dire dawa. It markets child-proofing services to parents with small children (age b/n 3 and10) and to kindergartens. For a small fee, Lidya Demeke( the owner), will visit the customer's home or children school(kindergarten) and point out areas that might be dangerous to small children, such as exposed electrical outlets, poisonous products and plants, or falling hazards.

Lidya also sells and installs safety items in homes and kindergarten to make them safer for children. Currently, most of her business comes through referrals (recommendations), but she would like to increase her business through some form of promotion, although her budget to do so will be small.

She has noticed that many of her clients, especially parents, don't know much about child safety in the home or about the products that can help prevent child injuries. Other clients, kindergartens know about child safety but often install the wrong product, exposing children to danger.

Based on the above case answer the following questions (5points)

A. What promotional objective Yengat chora wanted to achieve? Reason out your answer.

B. How might the type of buying decision and the nature of this service influence the promotional mix?

C. Given Yengat choora's budget, what types of promotional methods would you suggest? Reason out your answer.

Chapter six

Wholesome Snacks Inc. the maker of a variety of cookies has just created a new vitamin packed cookie. The new cookie has the potential to combat many of the health issues caused by malnutrition in children throughout poverty stricken parts of the world. To date, however, many of the larger third world markets have resisted opening distribution channels to wholesome products.

Wholesome realized that its new cookie could also help open the door for the company to sell it less nutritious products in these markets. Therefore, the company is offering the new cookie at a low cost to government relief programs in exchange for long sought after distribution channel. The company feels the deal is good for business, but the countries feel it is corporate bullying.

Based on the above case answer the following questions

1. What do you think about wholesome's idea for opening a new distribution channel?

2. Do you believe this idea is ethical?