SEMESTER SPRING 2022

Marketing Management
(MKT501)
Assignment # 1

Due Date: June 24, 2022

Total Marks: 10
Weightage: 3
Topic: Strategic marketing planning
NOTE: Assignments after due date or submitted via email will not be accepted

Objective of Assignment:
The basic objective of the assignment is to make students familiar with the concept and
importance of strategic marketing planning.
Learning Outcomes:
After attempting this assignment, students will be able to:
 Understand the concept of strategic marketing planning
 Identify the particular type of market dominance strategies

Scenario:
Automobile industry in Pakistan has really developed in the previous decade or so. The boom in
automobile industry has seen quite some new companies entering Pakistan with their product
offerings and the market has seen some tough competition not only in Pakistan but across the
globe. Chinese automobile companies have also changed the landscape of automobile industry
shares.
Lets assume in Pakistani market the highest market share rests with Toyota. With around 30% of
the market share it has covered a substantial portion of the market, along with wide distribution
as well as variety of products and consistently available newer products. Toyota is followed by
Suzuki and Honda which hold the second highest shares in the Pakistani market with around
23% and 22% of the market shares respectively. They are in constant efforts to increase their
market shares to target Toyota. Even though the market shares of Toyota, Suzuki and Honda
together are a significant part of the overall market, however, they are facing a decrease in its
market shares due to the rising shares of their competitors especially like the relatively newer
entrants like Hyundai, KIA, MG and others. These newer entrants are following the already
established best practices by the other giants in the market and capitalize on the promotional
activities of the well established companies in the market. BMW and Mercedes being very
popular in the western developed markets, concentrates on a selected few target markets in
Pakistan. They have narrow market segments with tailored marketing mix for those segments
and use focus strategy to target their customers.
Requirements:
1. As per the provided scenario, identify the types of market dominance strategy being
followed by following companies: (8 marks)
a. Toyota
b. BMW
c. Suzuki
d. KIA
e. Honda
f. Hyundai
g. Mercedes
h. MG

2. Strong research and development skills, strong product engineering skills, strong
creativity skills, good cooperation with distribution channels, strong marketing
skills and incentives based largely on subjective measures, are characteristic of
which of the following strategy: a. Cost leadership Strategy b. Differentiation
Strategy or c. Focus Strategy. Simply name the strategy (2 marks)

Important:
Grace period of 24 hours is usually available to overcome uploading difficulties. Grace period
should only be used in unforeseen situations and the due dates should always be treated as final
submission date to avoid any inconvenience.
Important Instructions:
 Marks will be awarded as per the quality and correctness of your answer and not it length.
Therefore be precise, avoid extra and unnecessary details (Follow the instructions
provided in the requirements)
 Your answer should be in bulleted/points form where necessary or where asked.
  You can take help from internet for collecting the information but copying and pasting
from internet or other sources is strictly prohibited even if you give references.
Plagiarism is strictly prohibited, therefore abstain from it.
 Carefully watch relevant lectures and consult the relevant material from handouts along
with recommended books.
 Make sure to upload the solution file before the due date on VULMS.
 Any submission made via email after the due date will not be accepted.
Formatting guidelines:
 Use the font style “Times New Roman” and font size “12”.
 It is advised to compose your document in MS-Word format only.
Referencing Guidelines:
Use APA style for referencing and citation (if required). For guidance search “APA reference
style” in Google and read various website containing information for better understanding or
visit http://linguistics.byu.edu/faculty/henrichsenl/apa/APA01.html
Rules for Marking:
Please note that your assignment will not be graded or graded as Zero (0), if:
 It is submitted after the due date.
 The file you uploaded does not open or is corrupt.
 It is in any format other than MS-Word e.g. Excel, PowerPoint, PDF etc.
 It is cheated or copied from other students, internet, books, journals etc.
HAPPY LEARNING