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Marketing
Management
Case Study (20 Marks)
Neither China nor the
Chinese companies can be any more ignored at any international business
discussion. An officiated reason is Lenovo’s acquisition of IBM’s PC division
that has revved up brand China. After that, Lenovo is busy building its own
brand at the global level. This top PCmaker in China has served its home turf
so well with its unique business model, dubbed the ‘Transactional Model’. It is
quite upbeat that the strategy will pay off globally too catapulting it to the
top spot. However, skeptics have their reasons; mainly that its top3 rivals HP,
Dell and Acer wouldn’t let Lenovo topple them. The case study helps debate if
Lenovo’s ‘Transactional Model’ is suitable for other countries also, and if
this model helps it combat global giants operating at a bigger scale. The case
also helps discuss loopholes in Lenovo’s model and how to fill them up.
Answer the following
question.
Q1. Describe the
significance of brand building in such an industry
Q2. Devise the ways by which
companies can overcome their legacy costs, when going global.
CASE
STUDY (20 Marks)
Bose Corporation (Bose), the
manufacturer of audio systems was ranked as the most trusted consumer brand
among the 22 distinguished technology companies in 2006. Bose topped the list,
ahead of Apple, Microsoft, Dell, Intel and Sony. From its inception, Bose had
focused on the quality of the product and laid its emphasis on research and
development. Moreover, the speakers produced by Bose used an innovative
technology that could be controlled automatically. Apart from being the most
trusted brand, Bose had been recognized as the strongest brand in the car audio
segment for the fourth consecutive year in the US, in 2006. Customers
associated Bose with high brand image and so the question was that whether the
company would maintain its existing brand image among the consumers or would go
for innovative products to counter its competitors. The case gives an insight
to Bose's background from its very inception. It also gives an overview of the
making of Bose as a powerful brand.
Answer the following question.
Q1. Discuss whether Bose would
cater the niche segment or diversify into other segments.
Q2. Give an overview of the
case.
Case
Study (20 Marks)
This case analyses the
distribution strategy of Hindustan Lever Limited (HLL), the 51.6% subsidiary of
Unilever and the largest FMCG Company in India. Traditionally HLL's
distribution network consisted of wholesalers and retailers. HLL had presence
in 80 lakhs retail outlets and there was 'one size fit for all' distribution strategy
to serve all those outlets. But due to change in consumer demography, consumer
behavior and market structure, the traditional distribution system failed to
deliver the results. Urban customers wanted products with unique, value added
and customized offerings with convenient shopping. Apart from this, emergence
of rural market also forced HLL to change its distribution system. HLL dealt
with these two issues differently. For urban market it developed different
distribution system cater to different type of customers. Along with this, it
provided value added service, convenience and customized offering to urban
customers. On the other hand, in rural markets, to increase brand awareness and
product availability, it introduced alternative distribution systems. Through
these changes, HLL brought its brands closer to customers. HLL's approach to
distribution was holistic and developed a three way convergence of product
availability, brand communication and brand experience.
Answer the following question.
Q1. Discuss about the supply
chain management and logistics system in FMCG market
Q2. Explain the effectiveness
of logistics system in rural market.
Q3. Debate the evolution of
market logistics system
Q4. Discuss how effective
implementation of information technology helps a company to make its supply
chain an efficient one
CASE
STUDY (20 Marks)
In 2006, 46 year old Barbie –
the largest and the most popular doll in the world is struggling through a
midlife crisis. The Barbie brand accounts for almost onethird of Mattel's $5.2
billion annual revenue. The Barbie doll has dominated the global toy market for
more than 40 years. But in recent years, its status as queen of the toy
cupboard is under threat. Mattel's financial results highlighted her plight
with the gross worldwide sales of Barbie falling by 13 % in the second quarter
of 2006. Little girls no longer view her as cool and trendy. Mattel decided to
reinvigorate the Barbie brand, focusing on core markets, aligning more
effectively with growing retail customers by entering into closer partnerships
with them, investing in developing markets, and growing alternative sales channels.
Mattel has decided to concentrate on three aspects – product, brand building
and distribution channel. It has extended Barbie to animation movies, launched
interactive web sites, and developed new products to appeal to teens and
preteens.
The case discusses the
challenges faced by Barbie; it traces the initiatives taken by Mattel over the
years to extend Barbie's product life cycle; and debates over Mattel's current
strategy for Barbie.
Answer the following question.
Q1. Give an overview of the
case.
Assignment Solutions, Case study Answer sheets
Project Report and Thesis - Contact
ARAVIND – 09901366442 – 09902787224
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