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Marketing Planning

Marketing Planning

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Published by Nikhil Chouhan

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Published by: Nikhil Chouhan on Apr 02, 2010
Copyright:Attribution Non-commercial


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Exam practice results
Question One
You are a Brand Manager for an international product of your choice, which appears to be in decline. You plan to rejuvenate andreposition this product in the international market.a. Explain how you will reposition this product and justify your choiceof international segments to be targeted.
(10 marks)
b. Explain and justify how you will adapt or standardise themarketing mix to achieve this new positioning.
(10 marks)
c. Explain and justify
method for evaluating your marketingplan.
(5 marks)
(Total 25 marks)
Exam practice results
Explanation of the PLC and the decline stage ±i.e. many competitors,declining sales, etc.
A. Repositioning Strategy
Identify the current positioning for the product in decline stage, and indicate aperception map for the old positioning. The new positioning strategy is identified and justified. The new target segments are identified and justified, and this should reflectthe explanation of the repositioning strategy
TOTAL 10 marks
b. Adaptation/Standardisation of Marketing Mix
The objectives are identifiedThe adaptation versus standardisation debate should be airedAll elements of the marketing mix should be considered in relation to the targetedsegment and positioning strategy
TOTAL 10 marks
c. Evaluation of marketing plan (only one required)
Sales analysis (by division, by sales reps, by sales price level, by size of order, byregion, by product, by customer, by distribution channel, etc.)Marketing costs and profitability analysis (revenue less marketing costs)Conclusions: summarise the key and operational decisions for this product
TOTAL 5marks
Exam practice results
Question Two
A company based in an Asian country, which producesand markets fashion clothing, wants to become a trulyinternational company and enter the European market or another international market of your choice.a. Explain the differences between international andexport marketing, and analyse the potential barriers toentry which this company might encounter when trying topenetrate markets.
(15 marks)
b. Explain why the company needs to adapt itsmarketing mix when trying to penetrate markets in other countries.
(10 marks)
(Total 25 marks)

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