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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
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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: •
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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.
Because learning changes everything. ®
Chapter 9
Segmentation, Targeting,
and Positioning
Copyright 2022 © McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC.
Learning Objectives
Learning Objective 9.1 Outline the different methods of
segmenting a market.
Learning Objective 9.2 Describe how firms determine
whether a segment is attractive and therefore worth
pursuing.
Learning Objective 9.3 Articulate the difference among
targeting strategies: undifferentiated, differentiated,
concentrated, or micromarketing.
Learning Objective 9.4 Determine the value proposition.
Learning Objective 9.5 Define positioning and describe
how firms do it.
© McGraw Hill LLC
3
The Segmentation, Targeting, and
Positioning Process
EXHIBIT 9.1 The Segmentation, Targeting, and Positioning (STP) Process
Market segmentation is the
process of dividing a broad
consumer or business market,
normally consisting of existing
and potential customers, into
sub-groups of consumers based
on shared characteristics.
Access the text alternative for slide images.
© McGraw Hill LLC
McGraw-Hill Global Education Holdings, LLC
4
Step 1: Establish the Overall Strategy
or Objectives
Derived from mission
and objectives
Consistent with
SWOT
Food marketers, for instance,
divide the traditional pasta sauce
landscape into with or without
meat. This segmentation method is
based on what consumers derive
from the products.
© McGraw Hill LLC
Shutterstock/svario photo
5
Step 2: Use Segmentation Methods
EXHIBIT 9.2 Methods for Describing Market Segments
Segmentation Method
Sample Segments
Geographic
Continent: North America, Asia,
Europe, Africa
Within the United States: Pacific,
mountain, central, south, midAtlantic, northeast
Demographic
Age, gender, income, education
Psychographic
Lifestyle, self-concept, self-values
Benefit
Convenience, economy, prestige
Behavioral
Occasion, loyalty
© McGraw Hill LLC
McGraw-Hill Global Education Holdings, LLC
6
Geographic Segmentation
Market could be grouped by:
Country.
Region.
• Northeast, Southeast.
Areas within region.
• State, city,
neighborhoods, zip
codes.
Most useful for companies whose
products satisfy needs that vary
by region.
© McGraw Hill LLC
Shutterstock/tovovan
7
Demographic segmentation
Most common
segmentation strategy.
Easy to identify.
Easy to measure (age,
gender, income,
education).
© McGraw Hill LLC
Shutterstock / astel design
8
Adding Value 9.1 Dealing with Modern Life by
Playing: LEGO Promises
LEGO is targeting its
bricks and building sets
as the perfect respite for
this demographic
segment, frazzled adults
who just want a break
from modern life.
The casual adult builder
is the new demographic
segment for LEGO.
© McGraw Hill LLC
LEGO’s latest market segment: frazzled adults seeking
to reduce stress with easy-to-build projects like this
25th anniversary set depicting the Central Perk coffee
shop from the TV sitcom Friends.
Ekaterina Minaeva/Alamy Stock Photo
9
Psychographic Segmentation
How consumers describe
themselves in terms of:
• Self values.
• Lifestyle.
• Self-concept.
© McGraw Hill LLC
Shutterstock / Zoriana Zaitseva
10
Benefit Segmentation
Dividing the market into
segments whose needs
and wants are best
satisfied by the product’s
benefits can be a very
powerful tool.
How does the movie
industry use a benefit
segmentation strategy?
© McGraw Hill LLC
LI CHAOSHU/Shutterstock
11
Behavioral Segmentation
Occasion segmentation:
• Based on when a product or
service is purchased or
consumed.
• Clothing, snack foods.
Loyalty segmentation:
• Loyal customers are the
most profitable in the long
term.
• Hotels, airlines,
restaurants (Starbucks).
© McGraw Hill LLC
Shutterstock / JHershPhoto
12
Using Multiple Segmentation Methods :
Exhibit 9.4 Examples of Tapestry
Tapestry ™ uses a combination of geographic, demographic,
and lifestyle characteristics to classify consumers.
A table divided into four columns
summarizes the examples of the
Tapestry Segmentation System. The
column headers for columns 2 to 4 are
marked as: Segment 01-Top Rung;
Segemnet-18, Cozy and comfortable;
and Segment-52, Inner city tenants.
© McGraw Hill LLC
McGraw-Hill Global Education Holdings, LLC
13
PROGRESS CHECK (1 of 2)
1. What are the various segmentation methods?
© McGraw Hill LLC
14
Step 3: Evaluate Segment Attractiveness
EXHIBIT 9.5 Evaluate Segment Attractiveness
© McGraw Hill LLC
15
Identifiable
Who is in their market?
Are the segments
distinct from one
another?
Does each segment
require a unique
marketing mix?
© McGraw Hill LLC
estherpoon/Shutterstock.com
16
Substantial
How large is the market
segment in terms of size
and buying power?
If a market segment is too
small, it won’t generate
sufficient profits.
If its buying power is
insignificant, despite its size,
the marketing mix cannot be
supported.
© McGraw Hill LLC
Photodisc/Getty Images
17
Reachable
Can the market be reached through persuasive
communication and product distribution?
The consumer must:
• Know the product exists.
• Understand what it can do.
• Recognize how to buy.
© McGraw Hill LLC
Shutterstock/faithie
18
Responsive
Customers must react similarly and positively to the
firm’s offering.
If a firm cannot provide products and services to
the segment, it shouldn’t be targeted.
If you are looking for a luxury sedan, General Motors hopes you
will choose a Cadillac.
© McGraw Hill LLC
Darren Brode/Shutterstock
19
Profitable
Assess potential profitability of each segment, both
current and future.
Key factors:
• Current market growth rate.
• Future growth rate.
• Market competitiveness.
• Market access costs.
© McGraw Hill LLC
Shutterstock/jeff Metzger
20
How to Determine the Profitability of a Segment
Segment = Children under 15
• Segment size = 60 million (
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