Mktg 431: Strategic Marketing Question Paper
Mktg 431: Strategic Marketing
Course:Business Administration
Institution: Kenya Methodist University question papers
Exam Year:2011
SCHOOL : SCHOOL OF BUSINESS AND ECONOMICS
DEPARTMENT : BUSINESS ADMINISTRATION
TIME : 2 HOURS
INSTRUCTIONS • Answer Question ONE and any Other TWO Questions
Question 1
CASE STUDY
Read the case below and answer the Questions that follow:
THE THIRST RESCUE PUB (TRP)
The Thirst Rescue Pub (TRP) was located in a deprived area where incomes were low and unemployment high. It put luncheons every day of the week for its customers. The menu offered each day was exactly the same and there was no variation from week to week. The menu comprised of tomato soup, egg and chips, and rice and pudding. This made up a three course meal in town.
For a couple of years the management of the pub enjoyed a good steady income from both its bar trade and its lunch-time meals. Every day the pub was packed full of locals and the occasional passers-by. Some six months ago a Japanese owned company opened a new assembly plant on a site close to TRP. The company recruited its assemble workers locally, and many people who formerly had been unemployed suddenly found themselves with jobs.
In the last six months, business at the TRP has slackened off altogether. Not only is there little demand for the cheapest three course meal in town; but there has been a substantial fall-off in all he bar trade, at lunch-times, evenings and weekends. a) Identify the Strengths, Weaknesses, Opportunities and Threats for TRP (SWOT Analysis) (10marks)
b) Using the Ansoff`s Product/Market Expansion Matrix, explain the strategies that TRP management may pursue in order to stay in business. (10marks)
c) Advise the management of TRP on how they can utilize the Porter`s generic strategies to build a Sustainable Competitive Advantage (10marks)
Question 2
a) Differentiate between a market leader challenger and follower. (3marks)
b) Using examples, discuss the strategies used by East African Breweries LTD as a market leader in the beer industry. (12marks)
c) Distinguish between a flank attack and frontal attack strategies used by challengers. (5marks)
Question 3
a) Discuss the relevance of the product life cycle model, clearly explaining the appropriate strategies at each stage of PLC. (12marks)
b) Discuss the content of an Internal analysis. (8marks)
Question 4
a) Describe the importance of a competitor analysis to a marketer. (8marks)
b) Discuss FIVE pricing strategies that a marketer can use when setting a price for product or service. (12marks)
Question 5
a) Kenkhat Ltd, local manufacturing company is in the process of developing a marketing plan for one of its brands. You have therefore been appointed as a marketing consultant to facilitate this activity. Describe the various components that you would cover in the marketing plan. (14marks)
b) Using specific examples, describe the three levels of strategy. (6marks)
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