SAQs PDF

1‭. Explain how the result of a market positioning analysis affects the final decision about‬ ‭where to position a new brand or reposition an existing one.‬ ‭-‬ P ‭ ositioning statement: refers to how the products/services meet a particular customer needs.‬ ‭Positioning is the process t...

1‭. Explain how the result of a market positioning analysis affects the final decision about‬ ‭where to position a new brand or reposition an existing one.‬ ‭-‬ P ‭ ositioning statement: refers to how the products/services meet a particular customer needs.‬ ‭Positioning is the process to define a suitable niche market for a product.‬ ‭-‬ ‭Repositioning statement: refers to the process of changing a target market’s understanding‬ ‭and perception of product/services due to unexpected reasons.‬ ‭ he selection of position should match with the needs of target segmentation as well as the‬ T ‭preference of customers; thereby, company can deploy marketing activities appropriately‬ ‭ or ex‬‭: Bitis- one of the well-known brands. Bitis lost connection with gen Z (middle-age). CMO of‬ F ‭Bitis realized that most of Gen Z moved into other brands: Nike, Adidas. Hence, Bitis decided to‬ ‭launch a new product named Bitis Hunter repositioning to those who live far away from home.‬ ‭When wearing these shoes, they will remember their hometown and desire to come back home.‬ ‭Consequently, this campaign is totally successful because it can touch into the bottom of the heart of‬ ‭audiences. It can be said that Bitis employs a repositioning strategy by launching new products as it‬ ‭can enhance the brand image and attract the target customers like Bitis desires.‬ 2‭. Qantas (Australia's largest international and domestic airline) is in an extremely‬ ‭competitive and seemingly mature market. You have been asked by the marketing manager to‬ ‭come up with an alternative going forward. Offer suggestions to the manager on what is‬ ‭possible. (chap 6, p.182)‬ ‭ Examine the existing position of Qantas, what key competitors are doing? Which products/‬ < ‭services do competitors serve to the customers? >‬ _‭ Before the business reach to mature stage, it would go through the growth stage. In this stage,‬ ‭business could capture the demand of customers, the profit increase dramatically. All supply and‬ ‭1‬ d‭ emand are both favored for supplier. However, the market is saturated which leads to both needs‬ ‭and demand of customers go down. Customers saw no innovation or differentiation in‬ ‭products/services. This is when the market reached maturity. Qantas is suffering this situation; it‬ ‭seemingly mature market. Mature market is the stage when the rate of growth slows or little growth.‬ ‭This may pressure on profit.‬ _‭ In order to exist as well as maintain the position in this situation. Firstly, Qantas should redefine‬ ‭targeted segmentation. It means that Qantas should consider desirable target customers to be‬ ‭strongly positive to market attractiveness and potential competitive position. Secondly, redesigning‬ ‭services should be applied in this case. Qantas must identify which flaws it is facing; thereby,‬ ‭adding more value or upgrade the quality are different from competitors and enhance augmentation‬ ‭for services. Finally, Qantas should develop new products. In order to attract customers’ attention,‬ ‭gain profit and enhance revenue, Qantas can add the utility for existing customers and enlarge more‬ ‭benefits for new customers.‬ 3‭. Apple Inc. is considered to be following a prospector strategy. Under what condition is this‬ ‭strategy appropriate for Apple‬ _‭ A prospector strategy entails product innovation and ongoing exploration of new market‬ ‭opportunities to develop or penetrate. This kind of strategy requires the organizational flexibility to‬ ‭adapt to dynamic environment as well as the influence from macro environment.‬ ‭* The condition for this strategy:‬ ‭+‬ ‭Rapidly changing the environment due to new technology, shifting customers needs‬ ‭+‬ ‭Industry offers many opportunities for new product market entries‬ ‭+‬ ‭Newly emerging technology, many application undeveloped yet.‬ _‭ Every year, Apple plans to launch new upgraded product in the market: iPhone, Macbook, Apple‬ ‭watch. Each of item is innovated by adding new features, tools coupled with modernize the‬ ‭technology to catch up with the evolving information technology in industry. It can be said that‬ ‭Apple is appropriate with prospector strategy because it pose latest technology that surpass to other‬ ‭competitors and become a technology giant in industry.‬ 4‭. Explain the various ways Tiger Airway as challenger can target other domestic airlines in‬ ‭an established market like Australia‬‭(‬ ‭https://www.ukessays.com/essays/management/company-overview-of-tiger-airways-management-es‬ ‭say.php‬‭)‬ ‭When enter new market like Australia:‬ -‭ Tiger Airway segments the market, targets the most profitable ones (Behavioral‬ ‭Segmentation, Demographic Segmentation, Geographic Segmentation, Psychographic‬ ‭Segmentation)‬ ‭2‬  ‭- Tiger Airway can continue using their‬ ‭1)‬ C ‭ ost Leadership strategy‬‭(maintained a sustainable low-cost advantage over‬ ‭their full-service competitors)‬ ‭2)‬ ‭Differentiation Strategy‬‭(Tiger airways focused on differentiation of their‬ ‭product, that mean they must also offer a product which is very highly rated by‬ ‭passengers in terms of value for money.)‬ ‭3)‬ ‭Operational strategy‬‭(focus on short haul route, perform a system of activities‬ ‭differently from that of traditional rivals and providing a coherent set of key‬ ‭activities that reinforce each other to achieve such position in a sustainable‬ ‭manner)‬ 5‭. What is the primary focus on marketing-level strategies? What critical issues do they focus‬ ‭on?‬ _‭ Marketing-level strategy focus on allocating and coordinating marketing resources, activities to‬ ‭accomplish business’s objectives. The critical issue concerning the scope of a marketing strategy is‬ ‭defining target markets for a particular product; therefore, business seek to the competitive‬ ‭advantage through well-integrated marketing mix (Products, Price, Place and Promotion).‬ ‭For ex:‬‭(Define 4Ps)‬ 6‭. Apple gained significant market share within a short period of time following the launch of‬ ‭the first iPhone on 29/6/2007 in emerging smartphone market. Explain how Apple’s share‬ ‭gains are worth more in a growth market than in a mature market (x)‬ _‭ Firstly, Apple capitalized on the multi-touch technology and turn this technology into the new‬ ‭launching products. At that time, Apple recklessly removed physical keyboard, just only use virtual‬ ‭keyboard. This seems stimulate the interest and curiosity of customers, thereby many people bought‬ ‭and experience it.‬ _‭ Growth market is the place where business could capture the demand of customers, the profit‬ ‭increase dramatically. All supply and demand are both favored for supplier. This is the reason why‬ ‭when the first iPhone was introduced, it receive good reaction from customers. It can be seen Apple‬ ‭employed a breakthrough strategy to differentiate. As a result, it can gain the market share in auto‬ ‭mobile phone industry.‬ 7‭. CEO of Qantas is looking for to identify the source of synergy from different business in‬ ‭Qantas. What are the various sources of synergy for Qantas?‬ _‭ Source of synergy: when the business’s business, product market, resource deployment and‬ ‭reinforces to each other. Synergy enables the total performance of the business to be greater‬ ‭3‬ ‭_ There are different kind of source of synergy that CEO of Qantas is looking for‬ ‭ Knowledge-based synergy: the performance of a business can‬‭enhance‬‭by transferring‬ + ‭knowledge, competencies or intangible things (brand name, brand reputation)‬ ‭ Corporate identity and corporate brand: these help business differentiate from their‬ + ‭competitors and give it sustainable competitive advantages in the market.‬ ‭ Shared resources: consists of share operational resources, facilities and function across‬ + ‭business units which can increase the economies of scale. As a result, it can bring the‬ ‭efficiency as well as productivity for businesses.‬ 8‭. Ford Motors want to be the profitable survivor in the declining market. Write a brief note‬ ‭on this strategy. Explain the conditions most appropriate for the use of the profitable survivor‬ ‭strategy‬ _‭ Any businesses has to be in declining market which cannot be generated money any more. This is‬ ‭considered as a difficult stage when business ongoing find ways to overcome and managers must‬ ‭seek opportunities to survive.‬ _‭ ‬‭In case of becoming profitable survivor in this circumstance, it is feasible when a company see‬ ‭market start growing again in the future. A profitable survivor focus on gaining market share.‬ ‭Definitely, if a company still operate in declining market, it needs to adjust its strategies from the‬ ‭one it use in mature stage. There are some conditions for the use of profitable survivor strategy‬ ‭ Ford Motors should take risks by creating the breakthrough in designing products. Adding‬ + ‭more value in products makes Ford Motors differentiate to competitors. From there, they can‬ ‭gain the position in the market‬ ‭ Exploring the latest trend and technology in order to catch up with the changing external‬ + ‭environment. By doing that, Ford Motors can compete with other players as well as survive‬ ‭in declining market‬ 9‭. What are analyser and defender strategies? How they similar and dissimilar from each‬ ‭other? List the conditions most appropriate for their use‬ _‭ Analyzer strategies:‬‭is the strategy that maintain the position and seek to expand the new‬ ‭product-market‬ _‭ ‬‭Defender strategies:‬‭is the strategy that maintain position by establishing product-market while‬ ‭paying less attention to the new product development.‬ ‭* SIMILAR:‬ ‭_ Both strategies focus on maintaining the position in product-market‬ ‭_ Trying to keep stable product, improve service by offering low-cost but high quality‬ ‭4‬ ‭* DISSIMILAR‬ ‭ANALYZER STRATEGIES‬ ‭DEFENDER STRATEGIES‬ I‭ ntermediary type, make fewer in slower‬ L ‭ imited range of product compared to‬ ‭product-market change than prospector‬ ‭competitors‬ ‭but less committed to stability and‬ ‭efficiency than defenders‬ ‭ aintain stable product-market position‬ M ‭ ry to protect the domain in the stable‬ T ‭but carefully follows selected set of‬ ‭and pay less attention to product‬ ‭promising new development in its‬ ‭development‬ ‭industry‬ ‭ arely a first-mover but often a second‬ R ‭Ignore industry changes‬ ‭or third entrants in product-market to‬ ‭ ot at the forefront of technology/ new‬ N ‭exits market bases‬ ‭product development‬ ‭The appropriate condition for Analyzer strategies:‬ _‭ The business has to pay attention to product development in order not to be surpassed by‬ ‭competitors with latest upgraded products or even being left behind by new entrants‬ 1‭ 0. CEO of BHP Bilton is looking for to identify the source of synergy from different business‬ ‭in BHP.‬ _‭ Source of synergy: exist when business, product market, resource deployment and reinforce to‬ ‭each other. Synergy enables to total performance of the related business to be greater‬ ‭_ There are different kind of source of synergy that CEO of Qantas is looking for‬ ‭ Knowledge-based synergy: the performance of a business can‬‭enhance‬‭by transferring‬ + ‭knowledge, competencies or intangible things (brand name, brand reputation)‬ ‭ Corporate identity and corporate brand: these help business stand out from their‬ + ‭competitors and give it sustainable competitive advantages in the market.‬ ‭ Shared resources: consists of share operational resources, facilities and function across‬ + ‭business units which can increase the economies of scale. As a result, it can bring the‬ ‭efficiency as well as productivity for businesses.‬ ‭5‬