Marketing 101

PLEASE READ THESE INSTRUCTION BEFORE YOU START

This assignment has two questions. Please answer the questions completely, save your response as a copy named yourlastname_assignment_1 and upload it back on blackboard on or before the date indicated on your syllabus by 10pm.

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You should attach excel worksheets showing your number work where relevant. Please use separate tabs for every question that requires any number work.

Q1. Refer to the mini-case write-up titled Marketing Excellence –Google on p30-31 in your text book (Kotler and Keller Marketing Management 14e). Based on your general awareness of the brand and based on class discussions on competitor analysis respond to the two questions therein reproduced below.

a) With a portfolio as diverse as Google’s, what are the company’s core brand values?

b) What’s next for Google? Is it doing the right thing taking on Microsoft with the concept of cloud computing, and Apple in the fight for smart phones?

Cite any references that you use to support your answer in no more than 1500 words. (5-points)

Q2. Refer to the Harrington Company case discussed in class, specifically to Exhibit 9. Making reasonable assumptions from information provided in the case, estimate the fixed costs, variable costs, and the break-even volume of sales (units of active wear) required to meet these costs. Next, estimate the targeted market shares by considering different versions of appropriate market size that may be available to Harrington Company given its price point, and distribution strength. Do you think Harrington Company should go ahead with this project? Support your answer with the above analysis and any other qualitative comments. Please attach any excel worksheets as necessary. (5-points)