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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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