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INTERNATIONAL MARKETING MANAGEMENT
Case-1 : The use of the marketing mix in product
launch
1. Describe what is meant by a business being ‘consumer led’.
2. What are the key parts of the marketing mix? Explain how each
works with the others.
3. Explain why the balance of the marketing mix is as important as
any single element.
4. Analyze the marketing mix for NIVEA VISAGE Young. What are its
strongest points? Explain why you think this is so.
Case-2 : SWOT analysis in action at Škoda
1. What was the key weakness that Škoda was able to identify?
2. What strength did Škoda use to turn its brand weakness into an
opportunity?
3. How has Škoda strategically addressed external threats?
4. What in your view are the important benefits of using a SWOT
analysis
Case-3 : Marketing strategy for growth
1. What is the difference between primary and secondary research?
Identify one example of primary and secondary research carried out by
Wilkinson.
2. Explain why Wilkinson needed a marketing strategy to help them
to grow.
3. Evaluate the benefits of the marketing campaign to Wilkinson.
4. Analyze how effective the marketing campaign was in helping
Wilkinson respond to competitive pressures.
Case-4 : Extending the product life cycle
1. Using current products familiar to you, draw and label a
product life cycle diagram, showing which stage each product is at.
2. Suggest appropriate aims and objectives for a small, medium and
large business.
3. Consider the decision taken by Kellogg to opt for product
development. Suggest a way in which it could have diversified instead. Justify
your answer.
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