ASSESSMENT TASK 2

Marketing for Managers (MRKT 20052)

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Title page: name, student ID, names of the

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table of contents, date of submission and
word count --- 01 marks.

Nike Wal-Mart P&G HSBC Toyota

Structured discussion of the five cases (13
(Ch. 1 – Wk. 1) (Ch. 3 – Wk. 2) (Ch. 4 – Wk. 3) (Ch. 8 – Wk. 4) (Ch. 12 – Wk. 5)
questions) --- 13x03 marks = 39 marks
2x3=6 2x3=6 3x3=9 3x3=9 3x3=9

Read the cases carefully and answer the

questions. Include relevant theories and
concepts of the corresponding chapters and
published research articles with citations in
each of the answers, and place a list of
references at the end of the document. /6 /6 /9 /9 /9

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Contents
ASSESSMENT TASK 2.............................................................................................................................................1

NIKE.................................................................................................................................................................... 3

1. Advantage and Disadvantages of strategy related to Nike’s core marketing.................................................3

i. Advantages of strategy related to Nike’s core marketing..............................................................................3

ii. Disadvantages of strategy related to Nike’s core marketing.........................................................................3

2. ADDIDAS vs. Nike......................................................................................................................................4

Wal-Mart..............................................................................................................................................................5

1. “Save Money Live Better” is right decision or wrong?.................................................................................5

2. Wal-Mart strategies change with change in economy...................................................................................5

TOYOTA.............................................................................................................................................................6

1. Grow of Toyota than other car manufactures................................................................................................6

2. Toyota for everyone......................................................................................................................................6

3. Toyota flying growth....................................................................................................................................7

HSBC................................................................................................................................................................... 7

1. HSBC positioning threats and advantages....................................................................................................7

2. HSBC’s largest group...................................................................................................................................8

3. Resonation of HSBC with target audience....................................................................................................8

P&G (Procter and Gamble)..................................................................................................................................8

1. P&G market research China vs. US..............................................................................................................8

2. Quality of market research and P&G focus..................................................................................................9

3. Modification of P&G products with consumer preferences..........................................................................9

References............................................................................................................................................................9

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 NIKE

1. Advantage and Disadvantages of strategy related to Nike’s core

marketing

i. Advantages of strategy related to Nike’s core marketing

Core marketing provides so many benefits to the Nike and also there are some negative side of the
core marketing is too. They mainly focused on their strategies related to marketing and product
design. Nike also focused on markets trends and changes occur in the market. Nike effect the
marketing and business area, inclination of shopper areas, existing product blends, and health
promotion by different marketing methodologies (Cashmore, 2010). Now, we are discussing some
major advantages of Nike’s core marketing.

 Delivery or Distribution

If the delivery or distribution is good or more efficient than there will be more profit and more
sales. If the organisation focuses on the delivery of product they will gain more profit, delivery
should be of right product at right time, and it leads t customer satisfaction. The high or
superior cost product should be given to convinced distributors and whereas low cost product
should be sold on discounts in wall mart (Jeannet J, 200, pp 44).

 Advertising and Promotion

Nike is leading sports brand. It provides contacts to some famous celebrities related to sports.
Nike also focused on value of advertisements with respect to mass media (Goldman S, 2010)

 Price or cost

Nike mainly targets those customers who cared about products quality and service rather than
price. This is the major point due to price will not affected (Frank, 2004). Customers who
attracted by quality of product will surely pay high rate for that product.

ii. Disadvantages of strategy related to Nike’s core marketing

Every coin has two faces; similarly there are some disadvantages of Nike brand due to Nike core
marketing strategy

 Costly

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 Nike implements many of marketing strategies; it took more cost in production and promotion of
their product. Nike decided to decrease the marketing price and will raise the product price. This
affects the Nike’s growth for long time (Taulli, 2011)

 Spokespersons impact

Nike’s core strategy is based on batch of athletes in promotion of product. Athletes have both
type of impact on customers. If athletes caught in any incident related to drugs and crime, it
wills definitely going to affect customers not to purchase that product (Cloke M, 2011).

2. ADDIDAS vs. Nike

Adidas can get reorganisation and boost as outfitting the triumphant gathering with the shoe required
for triumph also providing customer need Addidas things (Mele, 2009).

i. Innovation and development of “Smart Shoe”

Addidas develop such a product line, which will tell people that Addidas gives self important
to innovation and they are using high technology in the production of shoes. Smart shoes are
made up of microprocessor, controller and sensor. Wireless GPS is also vital point in the
marketing of the product Addidas.

ii. Widen its Sponsorship plan

European market is main focus of Addidas, even it is also well recognised company in other
parts of world. It also sponsored the winning team Spain in FIFA world cup in 2010. Addidas
was also officially sponsored the Olympics. They have to also focus on the other parts of
world. They have to build their reorganisation in the world.

iii. Boost up customization of product

Addidas can also focus to change the viewpoint of customers. They can change the customers
mind towards the Addidas. Addidas also have to focus on the fashion; they have to change
according to fashion. They have to think more than making sports shoes.

iv. Target on developing marketing

Addidas can also overcome the Nike’s negative side which is its domestic market. Addidas
can catch developing part of the world, it also top in the India and Japan. It also takes in count
that different region of the world has different interest and different fashion. Then, Addidas
will compete with Nike.

Wal-Mart
1. “Save Money Live Better” is right decision or wrong?
Walmart was facing hard competition from other competitors they changed their marketing slogan and
try new marketing slogan “Save Money Live Better”. Main focuses of new marketing campaign are:
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 i. Environment friendly

This tagline is focus on environment by giving initiatives to attract people towards green
products, aware about energy use and recycling of product.

ii. Impact on society

Wal-Mart major strategy is to focus on the society, their all advertisements and commercials
have a positive impact on society

iii. New customer attraction

Walmart thinks to gain more and more new customer on the time of recession; it offers
decrease in price on very famous product on the time of festivals and holidays.

Walmart tagline change was a right decision in my viewpoint, because

i. Old tagline mainly point out on the less cost of products. There are not any sign of customer
service provide to customer.

ii. Fresh tagline make such image of Walmart as a that organisation which saves their customer
money by giving them cheap product with high quality.

iii. New tagline is also very crucial and useful to attract fresh customer, without losing the old
customers.

2. Wal-Mart strategies change with change in economy

Small Fluctuation in the economy has big impact on the retail sector of the world (kassab and cohen
2003). In the business world organisation should focus on the revise of their strategies and marketing
techniques and also approach to their close and strong competitors. It is well known that during
economy sour Walmart did very well job by giving affordable and valuable prices to the customer on
high quality material. At the moment economy downfall, the organization does good job, yet it is
additionally key for its authorities to understand how it can protect itself when economy is on the
increasing (Behrer, 2013). They can also protect itself when rise of economy. Firstly, they can provide
a high range or variety of product to customers so that customers will always com in Walmart to buy
variety of product. They have to give attention to customers’ needs. Most of customers have not
opportunity to choose due to prices. They can also focus on their marketing techniques to promote
their organisation. Walmart have to take help of advertisement and commercial to gain more
customers and promotion. Walmart also have to focus on regional area to gain more customers.

TOYOTA
1. Grow of Toyota than other car manufactures

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Toyota has a variety of cars for variety of customers. They produce millions of cars every year.
Company understand the all points of perfection and value of perfection, in which they know and
fulfil customer needs Wells (2015) .The main reason of rise of Toyota is

Lean manufacturing

Lean manufacturing is based upon removing wastes from production and quality line. Lean
manufacturing phenomenon works on 7 wastes, 5S, and 3M techniques.

Variety of product

Toyota plant can produce 8 different variety of product at same time on the production line. By
producing variety of auto, it means company is focused on variety of customers demand and needs.

Integration of Toyota

Toyota integrates all its manufacturing plant due to which its productivity increases. It also helps to
unite their experience techniques and development, which leads to maintain continuous growth of
company. Leading manufacturing company is now adopting their business strategies.

Reduction in prices

Toyota Company are making expensive as well as inexpensive car to attract higher class and middle
class customers. They reduce their prices with various techniques, which helped them to gain more
customers of middle class.

2. Toyota for everyone

Toyota manufactured automotive parts for own use and also to sell to others. There are varieties of car
models for different people of different region. They mainly focus and analyse customer need and
interest. They develop same type of cars to satisfy the customer need in fewer prices. There are
different types of people who have different viewpoints, someone need a car only to use as
transportation and someone need as self pride. Price of Toyota lies from expensive to inexpensive.
Scion director or vice president also said that young people always look for comfortable model to go
out, not chilling place where they interested to enjoy in Toyota car (Meier, 2005). Toyota knows that
every region, every part of world has different interest and perception. This company manufactured
and supply automobile in whole world, they understand people perfection varies with part of the world
or country varies. Toyota used same core system of the car in every part of the world, but they use
different outside design for different region of the world. Toyota achieves their goal due to these some
points. These points mainly focused on customer’s satisfaction. This show customer satisfaction is
prior to achieve success in the business world. They really made beautiful and exciting cars. So, at the
end i can say that Toyota done right job by manufacturing a car brand for everyone.

3. Toyota flying growth

Toyota sold many varieties of hybrid vehicles, more than 3.3 million since 1997. Toyota provides
various ranges of cars with various ranges of prices. It also consolidates all their plants assembly to
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increase productivity. It becomes so famous in the world due to focus on quality. They modified and
customize cars with respect to customer needs. They have to stay consistent with their quality. They
also have to stay consistent with their reliability. Very frequently, avoidable mistakes transform what
could have been an incredible business into an additionally ran (Hino, 2005).Design of the automobile
also is unique and core part of the vehicles will be same. They have to do continuous improvement
with respect to customer need. They also have to give extraordinary design to every vehicle. So that it
will look better than competitors. They also need to provide services to their customers after
purchasing the vehicles. They can make more vehicle value by applying some discount on vehicle at
some special occasions. They can also use e services to get more feedbacks from the customers and
then by overcoming the defects they can raise standard of quality of that product. We also know that
customers interest and perception changes with geographic change. Toyota also has to focuses on to
advertise their self according to the area and place. They also have to make different market strategies
in different areas of the world. They give Assure Vehicle Safety to customers.

HSBC

1. HSBC positioning threats and advantages

HSBC bank also known as “world’s local bank”. This shows that HSBC has world financial, but they
are also focus on the local markets. They burn midnight oil to get information about locality and local
presence worldwide after all its strategies. Some benefits and risks are:

 Position of bank: they enable to target and reach at every local territory of the world with good
local knowledge, but the risks are HSBC is well known organisation and 2nd spot World Bank.

 Position of HSBC leads to gain more clients on the world level, which assist to help them to
gain its profit, quality and also assures the budgetary accomplishment for account industry
management( Dinnnie, 2005)

 There are some risks that are colossal financial budget to organise some financial and
economic exercise in a global business market that may be affect its profit.

In some examples: HSBC provide credit card mainly to the students likely to poor students to
raise their market.

2. HSBC’s largest group

HSBC provide money related authorities by four overall departments which added retail banking,
commercial related banking, world banking, and global private banking. These department areas are
made in 6 different parts of the world Europe, Hong Kong, Rest of Asia Pacific, Middle East and
North Africa, North America and Latin America. The retail banks and wealth related business gives
many type of items, and particularly saving the money to meet with departments, rich authorities
demand of customer (Singh, 2014). Items which are related to commercial area banking join the other
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financial department. In other words we can say that global business marketing provides the monetary
solution to the world. They give monetary answers to everyone. Global private banking gives
authority to calculate the resources with customer or world need.

3. Resonation of HSBC with target audience

Recent advertisements campaign of HSBC resonates with customers on global level. HSBC said that
they also provide service to local communities with the hell of “Local bank’s” branding. There are
some major factors which make HSBC creative advertisement and campaign world famous. HSBC
become more crucial when dealing with crucial clients. It would not look great if people will not trust
them. Some factors are:

 Local knowledge: HSBC gained more and more knowledge about locality and then the make
such a strategy to target appropriate audience. They also organised global campaign most
likely to show different values and viewpoints.

 Successful market in local region: they definitely will be ready to market their self in specific
regions and they also have to focus on different area of world so that they can show their
strength to the world.

 They need to give importance to trust, they get it from customers. HSBC mainly concentrate
towards the maximum market it showed that they include every person inside of it, forming
the particular parts of the corporation to focus on the quality of product (Roll, 2008).

P&G (Procter and Gamble)

1. P&G market research China vs. US

We read in case study that how P&G effect market decision and research. Pampers is leading brand in
china whereas razor in U.S, both are two different variety of products of different region, where social
values and culture tradition are different. Then the corporation realised about the softness because
mothers of china are more worried about children. Organisation focus on the customer needs, so they
soften the product.

Cultural trends in China and US are different based on their economic views and international
marketing. The main focus of the organisation is development in marketing techniques and
characteristics of product and also has market research CMK (Naresh, 2010). For consumer research
market they add GBU. So, we can say that u.s and china both are different on their culture and
tradition.

2. Quality of market research and P&G focus

We read in case study that how P&G effect market decision and research. Pampers is leading brand in
china whereas razor in U.S, both are two different variety of products of different region, where social
values and culture tradition are different. When pampers launch their product in china, the main
challenge was not to assure guardian but main focus is to assure their parents for the use of product for
their babies. So, in the cultural viewpoints, they have to use cloth diapers for babies. Organisation was
not aware about the China, where assumption of management was totally wrong, Chinese parents
refused to buy that diapers (Pride, 2004). Later, main reason was quality of product. Then pampers

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organisation realise that softness of diapers matter, because every Chinese mother were more worried
about safety and care about their children. Then pampers started developing new product with more
softness, so that they can overcome the quality defects. So, we can say that market research based
upon diapers is very crucial case study research in China.

3. Modification of P&G products with consumer preferences

Focus of P&G is properly moderately, it rejects issues created by many multinational firms who force
domestic and universal brands quality and also target that market. P&G focus on the foundation of
stronger and powerful structure. They also focus on underline brands and brands assemble. They also
started to utilize their same brands for products. We know that in market research, cultural difference
in different parts of the world. So, they decided it’s better to provide standardized items to all
customers of different region of the world rather than modifying that product. This will raise the cost
of product, because it is an impossible thing to organise research and analysis survey in every part, so
best thing is to offer them standardised product.

References

Wells, H (2015) The Shape of Things To Come. E-artnow. Copyright

Meier, D (2005) The Toyota Way Fieldbook. Tata McGraw Hill Education

Hino, S (2005) Inside the Mind of Toyota: Management Principles for Enduring Growth. CRC Press

Dinnie, K (2015) Nation Branding: Concepts, Issues and Practice. Routledge Copyright

Singh, K (2014) Business Strategy in Asia: A Casebook. Lulu Press. Inc

Roll, M (2008) Asian Brand Strategy: How Asia Build Strong Brands. Springer Copyright

Naresh, M (2010) Marketing Research: An Applied Orientation. Pearson Education India. Copyright

Pride, W (2004) Marketing Concepts and Strategies (12th Ed). Deamtech Press. Copyright

Fletcher, R (2013) International Marketing: An Asia-Pacific Perspective. Pearson Higher Education

AU. Copyright

Behrer, M (2013) How cool brands stay hot: branding to generation Y. Kogan Page Publishers

Cashmore, E (2010) Making sense of sports. Taylor & Francis. Copyright

Mele, D (2009) Business Ethics in Action. Palgrave McMillan. Copyright

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Jerome A. (2005) ‘Pros, Cons and Risks of Nike's Marketing Strategies'. Copyright

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