THIS BOOKLET IS VALID ONLY FOR

SEMESTER TWO OF THE 2020-2021 ACADEMIC YEAR

EXAMINATION ANSWER BOOK

This script will be marked anonymously. Please complete CANDIDATE / EXAMINATION DETAILS but do not start writing anywhere
else until the start of the examination is announced by the invigilator. Please show your student identity card upon request. It is
student’s responsibility to fill in the details fully and accurately.

CANDIDATE / EXAMIMNATION DETAILS

University of Westminster Student ID Number: WIUT Student ID Number: 00009049

Course: Date: 28.04.2021

4BABM

Module Code: Module Title:

4MARK008C

QUESTIONS ANSWERED REGULATIONS FOR CANDIDATES

PLEASE READ CAREFULLY
Write in the first column only the numbers of the questions
attempted in the order in which you attempted them.
1. You are warned that any breach of the rules is likely to result
in severe penalties including suspension of studies or
CANDIDATE EXAMINER USE exclusion from WIUT.
USE 2. You must show your WIUT student identity card upon
request..
Question Internal Internal External Agreed 3. You are not allowed to leave during the first 30 minutes or the
Number Examiner Examiner Examiner Marks last 15 minutes of the examination.
4. All mobile phones and other electronic devices must be
switched off.
5. If you are caught cheating in the examination, you will most
probably get zero marks. If you have any revision, you have a
chance to remove them before the start of the examination
without being penalized.
5. You may use blue or black pen only. Any answers written in
pencil may not be marked.
6. You must not commence writing, other than to complete
identification details on the answer book, until the start of the
examination is announced.
7. You are not allowed to talk, to whisper or to turn around - all
of which are academic misconduct and may incur a penalty.
You will be given a single written warning only for such kind
of misconduct; should you do any of these things again you
will be reported to the Academic Misconduct Panel.
8. You may NOT use whiteout/correction fluid or disappearing
ink pen. Possession of this constitutes an academic
misconduct. If you make a mistake, simply draw a line
through the mistake with pen and continue
9. If you have not come to the examination properly prepared,
you must make do with what you have brought with you.
11. If you are found to have any unauthorized materials during the
examination this will constitute an academic misconduct and
Total you will be reported to the Academic Misconduct Panel.
12. You must not leave your place without the permission of the
invigilator.
13. If you do not feel well enough to complete the examination
you should leave the room and submit a Mitigating
Initials
Circumstance claim for non-attendance.
14. When the invigilator announces the end of the examination
you must stop writing, remain seated and silent until all
scripts have been collected and counted and until you are
dismissed by the invigilator.

1
THIS BOOKLET IS VALID ONLY FOR
SEMESTER TWO OF THE 2020-2021 ACADEMIC YEAR

Q1

A PEST method is a tool for evaluating and tracking environmental factors that can affect a
company. The results are used to categorize threats and limitations, as well as strengths and
disadvantages. Analysis covers elements that may be of considerable structural significance
to a market, and it may be performed with a new partnership, organization, or business entity.

This all revolve around and to what extent the government cooperates in the economies.
Government policy, stable political or uncertainty in international markets, foreign exchange
policy, tax reform, labor law, environmental policy, immigration controls, and so on are
examples. It is evident from the preceding list that political considerations often have an
effect on organizations and how they conduct businesses.

These causes are predictors of an economy's success that have a significant bearing on a
business and have long-term consequences. For instance, increase inflationary rates in every
country have an effect on how businesses market their goods and services.

A company should use the social dimension to evaluate the socioeconomic condition of its
market by using factors such as consumer demographics, social differences, lifestyle
behavior, and schooling. Through this, a company will learn how customer desires are
formed and what drives them to the market to make a purchasing decision.

This section evaluates how innovation can either positive or negative way affect the launch of
a goods or services into a market. These considerations include technical advances,
technology lifecycles, the importance of the Internet, and government expenditure on
technology development.

Section B

Bellissimo Pizza is a leading pizza restaurant company that has extended its presence in
Uzbekistan; it is the world's largest pizza chain with branches throughout the country. They
became the first to provide free shipping.

Political

2
THIS BOOKLET IS VALID ONLY FOR
SEMESTER TWO OF THE 2020-2021 ACADEMIC YEAR

The government's policies and the rules that they pass dictate the operational productivity and
the ease at where it can be performed without barriers. If the government supports increasing
the scope of Bellissimo sites, more employment openings will be created for residents, as will
accessibility to entertainment.

Economic

A country's economic and financial system has a major effect on business chains such as
Bellissimo. Similarly, GDP, unemployment, and inflation have a stronger impact on
manufacturing in the country. Bellissimo's capacity to raise liquidity at a fair expense is
heavily influenced by the efficiency of which financial markets function.

Social

Every country has culture and values, ideals, agendas, and religious beliefs that affect how
businesses run. A number of factors, including demographics and living conditions, influence
whether or not a Bellissimo chain can be established. For a greater longevity and a larger
town population, profits and wages are typically higher. Profitability is heavily influenced by
local desires.

Technological

Bellissimo innovates ways to tackle the competition in order to compete in the marketplace.
As a result of recent industry changes, the company's sales have increased as well. The ease
of purchasing food through internet websites, as well as exclusive deals, has increased
profitability. They became the first pizzeria to provide electric vehicle deliveries and the first
to offer a Delivery Deal in 45 minutes, which included a coupon for a free pizza in the
context of a failure.

Question 2

3
THIS BOOKLET IS VALID ONLY FOR
SEMESTER TWO OF THE 2020-2021 ACADEMIC YEAR

A)

The Pricing Strategy Matrix is used to figure out how much a good or service can cost.
Although pricing is the only aspect of the marketing equation that drives sales, it is not the
most important factor to consider when deciding on a price.

Skimming is a pricing strategy in which the selling point is initially higher than the quality of
the product. Before you start dropping the price, the goal is to encourage as many buyers as
possible to purchase it at the extremely lucrative price. Skimming may be used in item or
service launches to increase revenue from a small group of people.

Premium strategy is used where the marketer has a significant competitive advantage and is
confident in their ability to charge a premium price. Luxuries such as Chanel are sold at
exorbitant prices.

Economy pricing will only be sustained if the overheads and prices are smaller than your
rivals'. Because of your low cost position, you will sell at a discount and capture a high profit
margin.

To win market share, the price paid for goods and services is artificially low. When this is
accomplished, the price is raised, this tactic named penetration.

B)

Skimming

4
THIS BOOKLET IS VALID ONLY FOR
SEMESTER TWO OF THE 2020-2021 ACADEMIC YEAR

In 2018, for example, the multinational ice cream chain Baskin Robbins debuted in
Uzbekistan. The brand is well-known for its modern target market's creative ice cream
flavors. People purchased ice cream in large quantities for a short period of time, before
demand increased and the product fell out of favor. Over time, the price of ice cream has
decreased.

Premium

Since it is considered luxury and has a limited, affluent client base, a premium hotel chain
keeps its prices high. If the cost is dropped, the service seems to be of lower quality and is no
more classified as "premium." The Hyatt Hotel in Tashkent, for instance, is notorious for its
high costs, so premium pricing is used.

Economy

A retail store with a good market place and low operating costs due to competitiveness, such
as "Havas" market in Tashkent, may choose to undercut rivals by reducing prices. In terms of
a global market, Walmart's low-price strategy has been in place since the company's founding
in the United States. The theory behind keeping costs down was to have a large scale while
lowering expenses.

Penetration

Customers can be reluctant to try new coffee shops' drinks, for example. However, a low
selling cost could attract people to try the new coffee company. It will also persuade them to
abandon alternative options if they develop an affinity for it. The same tactic was used when
"Coffee Time" first opened in Tashkent, and they now have a dedicated client base.

Question 3

Section A

Sell – This category includes both traditional sales orders and sales affected by internet
platforms.

Serve – to make something more meaningful. Gained by providing extra benefits to

customers online or by utilizing digital relationships and feedback for customer contact.

Speak with customers and get to know them better. Using talk marketing to create a stronger
discussion, such as communication processes like forums and live chat, while also doing
online consumer research by organized surveys and private conversations to get to understand
them better.

5
THIS BOOKLET IS VALID ONLY FOR
SEMESTER TWO OF THE 2020-2021 ACADEMIC YEAR

Funds should be saved and preserved. Using online electronic communications, orders, and
service transactions reduced staff, paper, and shipping costs. Customers can save some
money by using "personal self checkout," which enables them to respond to queries using
digital products.

Sizzle – Broaden the brand online and take it to the next level. This was achieved by creating
communities and presenting new propositions, sales, and exclusive experiences online.

Section B

OLX is a local online portal that helps people to conduct customer and business-to-consumer
purchases through its website. By offering a user-friendly platform with extra benefits to
allow users to buy products or services, the purchasing experience is made more relaxed and
the likelihood of sales is improved. Free delivery and refunds are among the benefits.

Online consumer feedback not only encourage customers to see what other consumers think
about a product or service, but they really provide companies with real-time insights on
customer needs, helping them to fine-tune their marketing strategies and goals.

OLX does not have a collection of "working hours." Our agency is open to everyone we work
to serve and connect with 24 hours a day, 7 days a week thanks to their web presence.
Customers can use this feature to communicate directly with a worker who can assist them in
fixing any issues they may be experiencing.

The OLX corporation introduced certain cost-cutting steps, such as distributing e-newsletters
online rather than sending hundreds of letters. People management requirements in call
centers were simplified by making data available online and building a FAQ list.

Customers would visit to tell their mates about your platform because the organization
created a fun experience for them. OLX's primary method for meeting these aims is social
networking, which it employs through innovative and immersive content that cater to users.

Question 4

Section A

The STP strategy begins with market segmentation, which is the company's unit. Market
segmentation is the division of a large market into distinct and distinguishable groups
(segments). Both groups have common needs and interests, as well as responses to
advertising events. The second phase in the STP marketing model is targeting. Your primary
objective here is to examine the segments you've previously generated and decide which of

6
THIS BOOKLET IS VALID ONLY FOR
SEMESTER TWO OF THE 2020-2021 ACADEMIC YEAR

those sections is most likely to produce the required conversions. The final part is placement,
which entails guaranteeing that a business occupies the appropriate headspace in the minds of
prospective customers. Positioning is the method of separating goods and services from one
another and providing consumers with a reason to buy.

Section B

The STP strategy allowed Inter Nation Learning Center in Tashkent to boost the company's
productivity through providing marketing strategies with focus and guidance by allocating
ads to target audience. Volkswagen upheld its consumer values and put in place service
delivery mechanisms. Volkswagen makes cars all over the world, including Russia, Brazil,
and Austria. All Volkswagen models are available in every state where there is a strong
demand for automobiles, and the team knows where to spot a model more prominently than
another after thorough market analysis.

7
THIS BOOKLET IS VALID ONLY FOR
SEMESTER TWO OF THE 2020-2021 ACADEMIC YEAR

Q5

The Boston Consulting Group's marketing strategy matrix is designed to help in long-term
preparation by aiding an organization in assessing its product portfolio in order to decide
whether to invest, remove, or manufacture a product. The Matrix, as seen in the illustration
below, is divided into four parts based on an analysis of market growth and gross profit.

Dog products: The standard selling advice is to keep all dogs out of the merchandise line and
they are a capital waste.

Objects marked with a question mark include: It's unclear if they'll become stars or crash into
the dog dimension, as the title suggests. To make it into the star group, these products often
need a significant investment.

Star products: They may be market champions, but they need ongoing investment to remain
so.

Items with a high profit margin: ‘Milk these products as quickly as possible without hurting
the cow!' is the universal guideline. Items that are mature and perform exceptionally well.

Reference

Accioneduca.org. 2021. [online] Available at:

<http://accioneduca.org/admin/archivos/clases/material/segmentation-targeting-and-
positioning_1563987981.pdf> [Accessed 28 April 2021].

Blogs.shu.ac.uk. 2021. [online] Available at:

<https://blogs.shu.ac.uk/shupdreviewtoolkit/files/2019/01/PESTEL-ANALYSIS.pdf>
[Accessed 28 April 2021].

Irjet.net. 2021. [online] Available at: <https://www.irjet.net/archives/V3/i1/IRJET-

V3I165.pdf> [Accessed 28 April 2021].

Marketing-Insider. 2021. The STP-Model - Segmentation, Targeting, Positioning done right.

[online] Available at: <https://marketing-insider.eu/the-stp-model-segmentation-targeting-
positioning-done-right/> [Accessed 28 April 2021].

Smartinsights.com. 2021. [online] Available at: <https://www.smartinsights.com/wp-

content/uploads/2013/10/The-Growth-Share-matrix-600x646.png> [Accessed 28 April
2021].

8
THIS BOOKLET IS VALID ONLY FOR
SEMESTER TWO OF THE 2020-2021 ACADEMIC YEAR