Mktg 431: Strategic Marketing Question Paper
Mktg 431: Strategic Marketing
Course:Business Administration
Institution: Kenya Methodist University question papers
Exam Year:2013
KENYA METHODIST UNIVERSITY
SCHOOL OF BUSINESS AND MANAGEMENT
END OF SEMESTER EXAMINATION FOR MASTER IN BUSINESS ADMINISTRATIONDECEMBER, 2013
UNIT CODE : MKTG 548
UNIT TITLE : STRATEGIC MARKETING
TIME: 3 HOURS
INSTRUCTIONS
Answer question one and any other three questions
Question One
AIRLINES INDUSTRY IN KENYA
Nowhere has the flexibility and importance of the price variable been more boldly illustrated than in the airline industry since it deregulation in the late 1978. In this liberalized market environment when one airline company initiates a fare change typically a fare decrease, other airlines follow suit, usually in a matter of a few hours using sophisticated computer technology.
Prior to deregulation the Kenyan government dictated all aspects of airline route and fare structures. Under regulation, competitor filed comparable fare increase requests with civil Aeronautics Board on a regular basis in order to recover the rising costs of labor, fuel and debt. All requested were restricted to increase to higher than 5% above the standard fare level of 5% below that level and all such request were granted.
KQ has historically been considered the industry’s leader. However, in 2012 a market survey revealed that only few travelers called KQ as their first choices when making travel plans because KQ had acquired a reputation for being high priced in the new deregulated environment.
The environmental vagaries of nature have not spared KQ as we are aware of the fire at JKIA two months ago. Again on Saturday the 21st of September, terrorist struck at the Westgate mall and for four days the KDF battled with them. Indeed a sad affair as many innocent people both young and old have lost their lives. As marketers we grieve with them and also commend our team spirits.
Required
Based on the case study and your understanding of strategic marketing; carry out a marketing situational analysis and advice KQ in the way forward. (25 Marks)
Question Two
Key driving and restraining forces in the marketing environment have influenced and stressed the important role of strategic marketing. Discuss this statement. (25 marks)
Question Three
Select a market sector and identify the position (market leader challenger, follower or richer) that each firm appears to occupy. To what extent can you find evidence of a challenger’s strategy? Discuss how successful the firm appears to be. (25 Marks)
Question Four
The product life cycle is arguably one of the best known but least understood concepts in marketing. In practice emphasis tends to be placed on the product’s life cycle rather than that of the market with the result that many strategies work to a product-oriented picture rather than to a market oriented picture. Critically analyze the relationship between the two bringing out their differences and their convergence and influence on marketing strategy. (25 Marks)
Question Five
Using the BCG growth share matrix plot the position of your organizations SBUs
What are the characteristics of a balanced portfolio?
(4 Marks)
Unbalanced portfolio
(4 Marks)
Explain the characteristics of an SBU
(5 Marks)
Discuss five criticism of the BCG model
(8 Marks)
Explain how to correct the criticism of BCG by apply any of the following two models
GE multifactor portfolio
Arthur D. Little strategic condition matrix
(4 marks)
Question Six
"Corporate strategy logically precedes marketing strategy by providing a framework within which marketing strategy might be formulated." In light of the above statement answer the following questions
Describe the corporate (grand) strategies that direct the whole organization.
(8 Marks)
Discuss the relevant porter’s business level competitive generic strategies as per the choice of strategies above(grand)
(8 Marks)
Explain the relevant marketing mix strategies for the choice drawn from grand and business level strategies choice
(8 marks)
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