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PDBA 126: PRINCIPLES OF MARKETING CASE STUDY
QUESTION 1
MINI CASE STUDY
Ewan is a Product Manager for a consumer electronics company. He is developing a plan and has already completed a detailed marketing audit. He is meeting his boss to agree goals for the year. His audit identified changes in demand driven by new operating systems and both wider and easier access to high speed broadband. According to his research 99% of consumers in his chosen segments now use online handheld devices. Ewan has confidence in his research findings as he selected a small group of valued customers who all participated in a short discussion session, facilitated by an external research company. Through this, Ewan gained some detailed insights, which will help to shape his plan. In particular, from this research, Ewan has identified that friends and family members can significantly influence consumer decision-making for his products. Ewan has decided, as a priority, to make changes to the design, functionality and warranty on his leading product.
REQUIRED
A). The key drivers of change identified by Ewan have arisen from the Explain the following in the context of the case study.
- The competitive environment
- The internal
- The macro environment
- The micro environment
4 Marks
B). As a priority, for his leading product, Ewan has decided to work on the elements of the marketing mix. Explain the following elements of the
- Physical
- Place
- Product
- Promotion
4 Marks
C). Ewan understands that in order to stay competitive in the market he needs to be Advise him on the process of the New Product Development (NPD).
12 Marks
Total: 20 MARKS
QUESTION TWO
SuperTech Engineering Group produces automotive components which it sells directly and indirectly to major automotive manufacturers. It recognises that its future is critically dependent on not only its customers but also its supplier and distribution networks. The Marketing Director is anxious to gain a more detailed understanding about likely future consumer buying patterns and the impact of these on the organisation. She has requested that specific research data is gathered on projections for customer future spending plans (amounts of money spent and volumes of purchases). She has also instructed that all Marketing Managers must conduct a detailed analysis to ensure that all elements of the marketing mix are fully co-ordinated and meet the needs of clearly identified customer segments. It is imperative that messaging is clear and consistent. Like all business functions, the Marketing Department is under pressure to achieve significant cost reductions, whilst supporting revenue growth. If successful, SuperTech Engineering Group will achieve its key business goal.
A). Identify and explain the five importance of marketing to managing director of the company.
10 Marks
B). In the context of SuperTech engineering group explain the consumer buying process and how this process could help the gain meet their customer needs
10 Marks
Total: 20 MARKS
Question Three
Jayce is a senior marketing manager for a leading consumer electronic games company. He is in the process of writing his first marketing plan since joining and has already completed a detailed marketing audit. His next step is to develop clearly defined goals for the year ahead. Jayce’s marketing audit has highlighted imminent changes to regulations impacting on product safety and other binding areas of compliance which will apply to the company’s portfolio soon. In addition, the audit suggests potential future changes to platforms and devices driven by emerging technologies. Jayce decided to validate the findings by arranging for a small group of customers to attend a short discussion session, which was run for Jayce by an experienced external researcher. The insights gained from this session have proved invaluable to Jayce as he is now aware of the need to make urgent changes to the design, warranty, and after-sales support for the company’s leading product.
REQUIRED
Write a draft five-year marketing plan that Joyce can use to increase sales volumes and create customer awareness. Use the SOSAC or the SOSTAC model
20 MARKS
TOTAL 60 MARKS
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