Ksbm - Marketing Management 1

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Marketing Management

1) A leading American fast food company, which specializes in sandwiches and coffee, wishes to enter the Indian market. Having engaged you as consultant to scan the competition for them and identify existing opportunity, what products and firms would you consider as its competitors? What scanning techniques would you apply to analyze competition and submit the report?

2) One of the erstwhile leaders in the consumer entertainment electronics has hired your services as a marketing consultant to advice on possible diversification. The company has been considering several products for diversification; some of these are manufacturing and marketing dish antennas, creating a new entertainment company, or entering into feature film production. Evaluate these new product opportunities and give your recommendation to the company with proper justification.

3) If you are the purchase manager of an engineering company and you are required to buy consumables, spare parts, and machine tools, how would you use the Internet for buying these items and how would you evaluate the credibility of a vendor on the website?

4) If you are the purchase manager of an engineering company and you are required to buy consumables, spare parts, and machine tools, how would you use the Internet for buying these items and how would you evaluate the credibility of a vendor on the website?

5) A company wishes to launch a new toothpaste which can effectively prevent cavities and tooth decay. But the toothpaste market is highly crowded with multiple brands. Assume you were to evolve a marketing communication strategy. Which appeal will you use and why?

6) “The Indian market is in a growth phase yet the profit margins are declining but costs to serve a...