Other Master Degree-Master in Marketing Management (M.M.M) 4th Sem STRATEGIC MARKETING(University of Pune, Pune-2013)
[4378]-402
M. M. M. ( Semester - IV ) Examination - 2013
STRATEGIC MARKETING
(New 2008 Pattern)
Time : 3 Hours] [Max. Marks : 70
Instructions :
(1) Q. No. 7 is compulsory.
(2) Attempt any four from Q. Nos. 1 to 6.
(3) All questions carry equal marks.
Q.1) “Strategy Formulation is highly influenced by Vision, Mission, Objectives and Goals of the Business.” Discuss. [14]
Q.2) Define the term ‘Strategic Marketing Management’. Explain its objectives and importance. [14]
Q.3) Explain how Porter’s Five Forces Model helps in formulating Marketing Strategies. [14]
Q.4) Desktop, Laptop and Tablet PC, the three Categories of Computers prevalent in the Market. Chalk out a suitable promotional strategy for any two categories and express your views. [14]
Q.5) What do you mean by Marketing Audit ? Explain its scope and importance. [14]
[4378]-402 1 P.T.O.
Q.6) Write short notes : (Any Two) [14]
(a) Mckinsey’s 7’s Framework
(b) Marketing Strategies for ITES Industries
(c) Strategic Planning
(d) GAP Analysis
Q.7) Case Study :
Sweet Drinks Ltd.
Sweet Drinks Ltd. is a drinks company whose core business is manufacturing and selling soft drinks to 80,000 outlets throughout India. The business of the company is good with annual turnover exceeding three billions of rupees. Profits are good and shareholders are often rewarded with lucrative dividends and bonuses. Four years back the company has diversified into the alcoholic drinks industry and has takenover two small breweries located in Western India. The company has also diversified into hotels with purchase of twenty-five hotels of three/four star category across the country. To its advantage the company has been able to obtain a monopoly for the sale of its soft drinks in its hotel and is beginning to establish itself as a brand name in the brewery industry. Part of the strategy of the company is to continue to purchase hotel, particular by targeting National Capital Region of Delhi where Tourism is likely to pick up with the forthcoming Commonwealth Games. The company also intends to construct of five star hotel in Gurgaon to take tax advantage announced recently by the Finance Ministers. Everything was going on well until recently, when a public Interest Litigation from NGO accused the company of indulging in surrogate advertising of its brewery products. In fact the company has similar brand names for its soft drinks and brewery products. This triggered a lot of protests and demonstrations against the company. Newspapers were flooded with the articles against the company. There were also some demonstrations and some small incidents of stone pelting in a few of its hotels.
Answer the following questions :
(a) Discuss the factors related to the SWOT Analysis for the company. [07]
(b) Suggest the suitable Marketing Strategies for diversification adopted by the company. [07]
| Earning: ₹ 7.05/- |
