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Please i need your help with the attached case study, 1000 words required 400 for the first question and 300 for each 2 and question 3, please use your own words on answering and don’t forget to reference your answer.
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DIN: RUW-SNT-T-035
E XAMINATION Q UESTION B OOKLET
RN: 04
ED: 18/02/2016
EXAM:
FINAL EXAM
COLLEGE OF:
INVIGILATOR: ———————————–
– SEMESTER 1, AY 2023/24
COLLEGE OF BUSINESS AND LAW
STUDENT’S NAME: __________________________________
STUDENT ID:
_______________
COURSE TITLE:
MARKETING MANAGEMENT
COURSE CODE:
MBA 540
SECTION:
I
DATE:
15.01.2024
TIME:
_24 HOURS __________
MAX MARKS:
100
I M P OR T A N T I NS T R UC T I O NS
▪ You will not be permitted to leave the examination hall until at least half an hour has elapsed from the
start of the examination
▪ If you have a question or require assistance, kindly raise your hand and wait for the invigilator to come
to you
▪ All examination questions must be answered in ink
▪ Programmable calculators are not allowed in the examination hall
▪ You are not permitted to have any unauthorised materials (mobile phones, iPods, headsets etc.) during
the examination
▪ Cheating or an attempt to cheat may lead to annulment of that examination and you will be subject to a
severe penalty
▪ All answered sheets and question papers must be given to the invigilator at the end of the examination
QUESTIONS
TOTAL
MARKS
MAXIMUM
MARKS
MARKS
OBTAINED
TOTAL MARKS IN WORDS:
__________________________________
SIGNATURE OF INSTRUCTOR:
__________________________________
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DIN: RUW-SNT-T-035
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1. Assessment Title,
Weight-age &
Length
Final exam: report (30%)
2. Unit of Delegation,
Style & Format
3. Time Horizon
Single– Written
The report should be 900-1000 words, ca. 3 pages (plus/minus
10%), Times New Roman, 12pt, 1,5 spacing
Week 16
4. Approach, & Purpose Criterion: See the typology below (50%).
Normative: All reports and presentations are compared with
each other. All students in the same group are marked with same
grade (50%).
5. References
1.
2.
3.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.).
Upper Saddle River, NJ: Pearson. (A)
McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare
them, how to profit from them (8th ed.). John Wiley & Sons.
https://doi.org/10.1002/9781119309895(B)
Kotler, P., Keller, K., & Chernev, A. (2021). Marketing Management
(16th ed.). Pearson.
.
6. Topic
You will write a report based on the marketing scenario for a
fictional brand called “Ashra Blooms” and cover all three
questions.
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DIN: RUW-SNT-T-035
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ED: 18/02/2016
Have a look at the following scenario of a fictional brand. The company in focus is considering a
strategic change. The questions are a way to structure your discussion (see also the marks, where
Q1 has 40 marks, the others 30. So Q1 should have a bit more space than the others).
You do not need to do extensive market research for the case. However, you can use external data
to support your argumentation (when using external sources, mention them in the text and as
references, use the APA style for the references).
You can use AI systems. If you do so, you should acknowledge the use of it (and how you used it).
AI should then improve your work. It should not replace your work.
Be creative in your answer developments. One part of the grading is based on applying marketing
thinking. The other part is the creative solution approach.
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Scenario: Ashra Blooms
Setting:
Dubai, United Arab Emirates. “A city where skyscrapers dance with tradition, modernity hums with
ancient whispers, and consumer desires bloom like flamboyant desert flowers.”
Dubai is a cosmopolitan city that blends tradition and modernity. As the second largest emirate and
the financial and trading hub of the UAE, Dubai has a dynamic and diversified economy that is
driven by innovation and entrepreneurship. Dubai’s strategic location and world-class infrastructure
enable it to connect markets across the globe, attracting over 20,000 international corporations and
millions of tourists every year.
Enter Ashra Blooms, a thriving home décor and lifestyle brand founded by two sisters, Haya and
Noor. Their curated collections boast vibrant textiles, handcrafted ceramics, and aromatic candles,
drawing inspiration from the rich tapestry of Middle Eastern culture, while integrating some more
modern, global aesthetics and trends. Their positioning is based on inclusivity and diversity, to be
able to appeal to a wide range of customers.
Current Target Market:
A kaleidoscope of consumers. Expats seeking a touch of the exotic, affluent locals embracing
contemporary aesthetics, and budget-conscious millennials drawn to affordable luxury. This diversity
presents both opportunity and challenge, with tastes ranging from the ornate to the minimalist.
Competitors:
Ashra Blooms navigates a competitive landscape. The home décor and lifestyle market in Dubai,
UAE, is experiencing significant growth. The revenue generated in the Home Décor market segment
is projected to be around US$582.80m in 2024, with an expected annual growth rate of 2.96% from
2024 to 20281. This growth is driven by the country’s affluent population and their desire for luxury
home décor items. The market is also influenced by the large number of expats in Abu Dhabi and
Dubai, making the region a potential market for all types of furniture. Global giants like Danube
Home or Pottery Barn2 offer familiar comfort, while local artisans peddle unique charm. E-commerce
giants such as Amazon, Wayfair, and Home Depot also provide a wide range of furniture products
from many key brands. In addition, local architectural and interior design firms are recognized in the
market3.
The Crossroads:
Haya and Noor have noticed a trend – women are the primary decision-makers when it comes to
home décor purchases in their region. They’ve witnessed mothers selecting furniture, sisters gifting
exquisite lamps, and female colleagues influencing office design choices. Could focusing on this
increasingly powerful segment be the key to Ashra Blooms’ next chapter?
The Challenge:
Haya and Noor face a dilemma. Should they target Emirati women as their primary customer
segment, or should they maintain their broad appeal to a diverse customer base? Targeting Emirati
women could offer several advantages, such as higher profit margins, stronger brand loyalty, and
greater differentiation from competitors. However, it could also entail some risks, such as alienating
existing customers, losing market share to other segments, and facing increased competition from
luxury brands.
1
https://www.statista.com/outlook/cmo/furniture/home-decor/united-arab-emirates
https://www.mordorintelligence.com/industry-reports/uae-home-furniture-market
3
https://www.bhomes.com/en/blog/betterinformed/top-7-interior-design-companies-in-dubai
2
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The Decision:
Haya and Noor agree that they need to conduct a thorough analysis of the home décor market in the
UAE, as well as the consumer behavior of Emirati women to make an informed decision. This
includes data about elements like the current and projected market size, growth rate, and
segmentation of the home décor market in the UAE; key drivers and trends influencing the demand
for home décor products in the UAE; or preferences, motivations, and pain points of Emirati women
when it comes to home décor purchases.
The research outcome is ambiguous and gives way to different strategic options:
Haya suggestion:
We should target Emirati women as the primary customer segment and develop a tailored marketing
mix that caters to their needs and preferences.
Nora suggestion:
We should maintain our broad appeal to a diverse customer base and leverage our strengths and
competitive advantages.
Questions:
1. Beyond the Blossoms: The future of Ashra Blooms (40 marks).
Analyze the potential of Haya’s suggestion to target female customers as Ashra Blooms’
primary consumer segment and compare it with Nora’s suggestion, to maintain the broad
appeal to a diverse customer base. Consider potential market developments, cultural
nuances, and evolving purchasing trends. Focus in your comparison on:
a) benefits/risk for each suggestion
b) end with a personal recommendation (which might be even a third strategy, other than
Haya and Noor ideas)
2. Branding Beyond Borders: Crafting a Compelling Voice (30 marks)
Assume that there is now an interest in Haya’s suggestion, to target Emirati women as the
primary customer segment.
Develop a creative brand repositioning strategy to resonate with female consumers. This
refers basically to the identification, differentiation (from others) and added value of a brand
(relevancy to the consumer). Also think of the form of the brand, with elements like a good
story, tone, language, messaging. How can this voice differentiate Ashra Blooms from
competitors while building emotional resonance with its audience?
(Think beyond product features. What emotions, values, and stories can the brand evoke for
its female target group? Also think beyond stereotypes of traditional vs modern women)
3. Beyond Profits: Blossoming into a Catalyst for Change (30 marks)
As a brand that is now targeted at women, how can Ashra Blooms go beyond just selling
products and become a positive force in the lives of its customers and the community?
Explore ideas for social impact initiatives, partnerships with empowering female
entrepreneurs, or campaigns promoting gender equality.
(Think beyond short-term gains. How can Ashra Blooms use its voice and influence to make a
meaningful difference? How can these actions be integrated in the marketing mix (e.g.
socially modified pricing strategies)? What are potential risks?)
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DIN: RUW-SNT-T-035
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RN: 04
ED: 18/02/2016
ASSESMENT TYPOLOGY FOR REPORTS/ESSAYS
Use of Sources
Quality of Research
Foundation
20% for Reports
Task definition,
Findings and
Evaluation
60% for Reports
Communication
of ideas
20% for Reports
Approach/Process
Objectives/Rationale
Analysis of Material
Significance of
Work
Synthesis/Evaluations
Conclusions/Recommendat
ions
Creativity/Reflection
Style of the Report
Coherence of Argument
Page 6 of 6
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