Description
1. While expanding globally, which sociocultural factors you think have affected KFC? 2. On what basis you may differentiate the growth strategies taken by KFC in the United States and China?3. Based on you understanding of the BRIC nations, should KFC consider expanding more aggressively into (a) India, (b) Brazil, and (c) Russia? What national features of these countries would provide reasons to support or contradict such an expansion strategy?1. Think about the various soft drinks that you know from your local market (like Coca-Cola, Pepsi, 7-Up, etc.). Critically examine how do these various brands position themselves in the Saudi Arabian market?
Unformatted Attachment Preview
المملكة العربية السعودية
وزارة التعليم
الجامعة السعودية اإللكترونية
Kingdom of Saudi Arabia
Ministry of Education
Saudi Electronic University
College of Administrative and Financial Sciences
Assignment-2
Marketing Management (MGT 201)
Due Date: 30th March 2024 @ 23:59
Course Name: Marketing Management
Student’s Name:
Course Code: MGT201
Student’s ID Number:
Semester: 2nd
CRN:
Academic Year:
For Instructor’s Use only
Instructor’s Name:
Students’ Grade: Marks Obtained/Out of 15
2023-24
Level of Marks: High/Middle/Low
General Instructions – PLEASE READ THEM CAREFULLY
•
•
•
•
•
•
•
•
The Assignment must be submitted on Blackboard (WORD format only) via allocated folder.
Assignments submitted through email will not be accepted.
Students are advised to make their work clear and well presented, marks may be reduced for
poor presentation. This includes filling your information on the cover page.
Students must mention question number clearly in their answer.
Late submission will NOT be accepted.
Avoid plagiarism, the work should be in your own words, copying from students or other
resources without proper referencing will result in ZERO marks. No exceptions.
All answered must be typed using Times New Roman (size 12, double-spaced) font. No
pictures containing text will be accepted and will be considered plagiarism).
Submissions without this cover page will NOT be accepted.
Learning Outcomes:
1.
2.
3.
Recognize an understanding of the overall marketing concepts, goals and strategies within the context of
organizations goals and strategies. (CLO-1)
Demonstrate the ability to formulate marketing strategies that incorporate psychological and sociological
factors which influence consumer’s decision. (CLO-3)
Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the
changing global environment. (CLO-4)
Part-A:
Case Study
(Max Marks-7)
Read the Chapter Case Study “McDonald’s—Colonel Sanders would be Proud, KFC is a Global
Brand” from Chapter No- 8 entitled “Global Marketing” given in your textbook/E-book –
“Marketing” (8th ed.) by Dhruv. Grewal and Michael Levy (2022) and answer the following
Questions:
1. While expanding globally, which sociocultural factors you think have affected KFC?
2. On what basis you may differentiate the growth strategies taken by KFC in the United States and
China?
3. Based on you understanding of the BRIC nations, should KFC consider expanding more
aggressively into (a) India, (b) Brazil, and (c) Russia? What national features of these countries
would provide reasons to support or contradict such an expansion strategy?
Part-B:
Critical Thinking
(Max Marks-3)
1. Think about the various soft drinks that you know from your local market (like Coca-Cola, Pepsi,
7-Up, etc.). Critically examine how do these various brands position themselves in the Saudi
Arabian market? (CH-9)
Important Notes: •
•
•
Avoid Plagiarism.
Support your answers with course material concepts from the textbook and scholarly,
peer-reviewed journal articles etc.
Need references and use APA style for writing the references.
Answer
Part-A:
Case Study
(Max Marks-7)
Critical Thinking
(Max Marks-3)
1.
2.
3.
Part-B:
1.
المملكة العربية السعودية
وزارة التعليم
الجامعة السعودية اإللكترونية
Kingdom of Saudi Arabia
Ministry of Education
Saudi Electronic University
Department of Business Administration
College of Administrative and Financial Sciences
Assignment- 2
Marketing Management (MGT 201)
Due Date: 12th November’ 2022 @ 23:59
Course Name: Marketing Management
Student’s Name:
Course Code: MGT201
Student’s ID Number:
Semester: 1st
CRN:
Academic Year:2022-23
For Instructor’s Use only
Instructor’s Name: Karim Garrouch
Students’ Grade: Marks Obtained/Out of 15
Level of Marks: High/Middle/Low
General Instructions – PLEASE READ THEM CAREFULLY
•
•
•
•
•
•
•
•
The Assignment must be submitted on Blackboard (WORD format only) via allocated folder.
Assignments submitted through email will not be accepted.
Students are advised to make their work clear and well presented, marks may be reduced for
poor presentation. This includes filling your information on the cover page.
Students must mention question number clearly in their answer.
Late submission will NOT be accepted.
Avoid plagiarism, the work should be in your own words, copying from students or other
resources without proper referencing will result in ZERO marks. No exceptions.
All answered must be typed using Times New Roman (size 12, double-spaced) font. No
pictures containing text will be accepted and will be considered plagiarism).
Submissions without this cover page will NOT be accepted.
1
Assignment-2
Learning Outcomes:
1.
2.
Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the
changing global environment. (LO-4)
Use effective and collaborative interpersonal skills to carry out scientific analysis of consumers’ needs and
wants to formulate a marketing Plan. (LO-5)
Part-A
Case Study
Read the Chapter Case Study entitled Yogurt Lovers say, “It’s All Greek to Me” from Chapter11 “Product, Branding and Packaging decisions” Page: – 381 given in your textbook –
“Marketing” (8th Edition) by Dhruv. Grewal and Michael. Levy (2022) and answer the
following Questions:
Assignment Question(s):
1. Generally speaking, what type of product is yogurt? Does your answer change for the
different product categories that ‘Chobani’ has defined for its offerings? (2 Marks)
2. Is ‘Chobani’s’ introduction of yogurt for children a brand extension or line extension?
Explain. (2 Marks)
3. How is ‘Chobani’ positioning its various product categories currently? How is it
communicating its current positioning strategy? (2 Marks)
Part-B
Critical Thinking
Answer the following questions based on the concepts discussed in Chapter- 13, 15 and 18
1. Assume you were hired by the local grocery store to help in assessing its service quality based
on the five service dimensions to determine the overall service quality: reliability,
responsiveness, assurance, empathy, and tangibles. How would you go about undertaking this
project? (Ch-13) (3 Marks)
2. Price skimming and market penetration pricing are the two important pricing strategies used by
Marketers. Ahmad wants to launch his new backpack in the local market. Being a marketer which
pricing strategy you will suggest him to use and why? (Ch-15) (3 Marks)
2
3. Do you find any difference between advertising and public relations? How can public relations
contribute to a firm’s IMC? Explain with the help of a suitable example.(CH-18) (3 Marks)
Note:
1. Answer all the questions based on your understanding from the concepts discussed in the
class, PPTs and Text book.
2. Justify your answers with at least two references for each question.
3. If plagiarism is more than 25% you will get 0 marks for the questions concerned.
3
Answers
Part-A
1. Yogurt is a dairy product made from fermented milk and can be classified as a consumer
product. It is a consumer product since it is purchased for personal use and sold directly to the
consumer with no intention for continued resale or production (Levy, 2022). Another
characteristic of yogurt that makes it a consumer good is displayed on shelves. Specifically,
yogurt is a convenience consumer product as the consumers are not willing to expend any effort
evaluating before purchasing, and it is a frequently purchased item. The answer remains the same
for the different categories Chobani offers (Levy, 2022).
2. Chobani’s yogurt for children is a line extension. The choice of marketing strategy emanates
from the fact that Chobani created a new product, and in this case, the children’s yogurt in a
similar product line as a prevailing brand (Levy, 2022). Chobani has just taken advantage of the
value and superiority of the eleven current product lines to introduce a new product (Cho &
Janda, 2021).
3. Chobani has embraced the value proposition method to position its various product
categories. Ideally, the relationship between prices and quality is a significant consideration for
consumers when purchasing (Levy, 2022). Chobani has strived to communicate the nutritional
benefits of the yogurt the customer will receive upon making a purchase. The firm has
employed a conscious communication perspective to position its strategy since it has placed the
customer’s need at the forefront rather than the financial business goals (Fayvishenko, 2018).
4
Part-B
1.
To assess the service quality of the local grocery store, I would develop a methodology
for assessing each dimension, collect data and analyse it to determine the overall service
quality. Reliability is the capability to perform the service accurately hence collecting
data on the store’s accuracy in fulfilling orders, the timeliness of its deliveries, and the
consistency of its service (Levy, 2022). Responsiveness is the willingness to offer
services urgently; hence will collect data on the store’s average response duration to client
inquiries and the waiting period for service. Assurance is about conveying trust and
confidence, assessing the existing policies and procedures, and the store’s reputation
(Levy, 2022). Empathy involves caring and personal service; hence collect data on the
average interaction time with clients and the level of satisfaction. I will also collect data
on the store’s physical aspects, such as appearance. Since all the data collected is on a
scale of 1 to 10, with a feedback of 10 from the clients representing high service quality
on a given dimension while one represents a low service quality of the dimension.
2. As a marketer, penetration pricing is the best when launching a backpack product. I have
chosen the approach after examining the advantages connected to each pricing strategy
in which those of price penetration surpass those of price skimming. First, with pricing
penetration, Ahmad will experience faster business growth since offering a relatively
lowered upfront price lures customers from the high-priced competitors, which is not the
case with price skimming (Ramya, Kowsalya & Dharanipriya, 2019). Secondly,
penetration pricing introduces cost advantages since lowered prices generate high sales
5
volume; hence, Ahmad can buy bulk from suppliers, giving bulk discounts and reduced
cost per backpack unit (Ali & Anwar, 2021). Thirdly, penetration pricing is the best
choice when planning to combat competitors’ efforts, unlike price skimming, since it
offers products at a high cost. Also, penetration pricing will ensure Ahmad secures a
broader market since the approach appeals to a broader audience than price skimming,
which only targets customers with deep pockets, hence a high chance of future stability
(Levy, 2022).
3. Several differences exist between the two concepts. First, advertising is a method that
draws attention to goods or services through remunerated pronouncements, while public
relations is a premeditated announcement aiming at developing a conjointly
advantageous relationship between the firm and the general public (Levy, 2022).
Secondly, advertising is a monologue engagement while public relations involves two
parties hence a two-way communication procedure. Public relations play a vital role in a
firm’s IMC, including generating positive media coverage of a firm or its products. This
will help develop its brand awareness and a positive image (Fayvishenko, 2018).
Additionally, it is applied to monitor the firm’s online reputation, enabling timely and
efficient address of negative comments and reviews. For example, in an international
award event, a designer may agree with the celebrities nominated for the awards to wear
their fashions, hence promotion out of goodwill.
6
References
Ali, B. J., & Anwar, G. (2021). Marketing Strategy: Pricing strategies and its influence on
consumer purchasing decision. Ali, BJ, & Anwar, G.(2021). Marketing Strategy: Pricing
strategies and its influence on consumer purchasing decision. International journal of
Rural Development, Environment and Health Research, 5(2), 26-39.
Cho, J., & Janda, S. When Do Upward Product Line Extensions Help Overall Revenue?.
Fayvishenko, D. (2018). Formation of brand positioning strategy. Baltic Journal of Economic
Studies, 4(2), 245-248.
Levy (2022); Marketing” (8th Edition) by Dhruv. Grewal and Michael.
Ramya, N., Kowsalya, A., & Dharanipriya, K. (2019). Service quality and its dimensions. EPRA
International Journal of Research & Development, 4(2).
7
Purchase answer to see full
attachment
