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TY OF
MMERCE&
EftfiENY KEffiA
UBIES
University of Kelaniyo,sri Lanka,

Master of Business Administration Degree Examination

UNIVERSITY OF KELANTYA
Faculty of Commerce and Management Studies
201612017 Academic Year - Year I - Second Sernester
Marketing Management - MBA 52063/BIB,4 52063 (R)

Saturday 01't Sepember 2018

No ofpages 07

lnstructions to c.andidates

1. Ilo NOT ogren this flaper until instructed by the supewison

2. You must NOT write in your answer booklet umtil
instructed by the supervisor.

3. Time allowed Three hours

4. Num.ber of questions eight (08),

5. Answor four (04) questions including question 01.

6. Begn each answer on a separate page in the answer

booklet. Submit all workings"

N,O
-t
I

Page 1 of7
 Question 01
Read the fgllowing scenario brief and ailiwer the questions given below

Good L,ife lloldings Pvtltd: Strategic Brand Ilevelopment Initiation

Good'Life Holdings Pvt Ltd (hereafter refets as GLH) is a local company operates in Fotd &
Beverage indusfiry of Sri Lanka. Its mainbrand portfolio is biscuits accounting 40%tptop tine

whilst milk powder contributes neatly l2%.\\e

rest is shared among 4 product categories
found in the food market soopo. GLH acquired a brand named *Savi Posha" which is a grain-
based product operated in Sri Lanka for last 5 years. The main iaglsdients of Savi Posha include
Soyq Red Rice and Kuratrrkan, People use this to prepare different foods including brealdast
. ceieal and snack foods for tea times. This product was a fail-ure due to the massive competition

of " Lak Posha" whioh is the head-on brand leader in the iategory. However, GLII stongly v
believes ithas apotential to become at least the market challenger within 3 years. Usually, this

product categgry targets school children and youth by providing nutrition and corrvenience.
But matket share is a matter of how it creates or penetates oew segments. The senior
management of GLH assigned the task to Business Development Manager (BDM) to position

and gain the mmket shme by challenging market leader brand "Lak Posha''. Market leader
accouuts for nearly 60Yo of lion share whilst rest of three brands maintain somewhat equal

market shares. But there is a constraint on the marketing budget The BDM believes bottom-
tine marketing approach corrld result stong market establishment whilst creating an assured
matket sggment across the segments. Finally, BDM initiated comprehensive marketirrg and
branding plans to reach for the targets through different market targeting options supported by

brandiug strategies.

Required
a) Fropose posslble ry31@llggments for the "Sur|j$
# -_

segmentation profiles respectively. You may plan on differeirt market opportunities

1

: available for this brand to appoach new market segrnents.

I
(12 Marks)

b)
1

Dfucuss appropriate positioning stategy for Savi Posha in line with how to approach

new benefits in peneftating possible targetmarkets. You are expected to advise how to

pian for a positioning stategy whilst proposing a positioning map to demonstrate yotr
positiouing justification against the competitive brands
(0E Ma*s)

Page 2 of7
'c) 'oStong brand equity provides sustainable rnarket performances . for a produet.
Marketers design and execute Customer-Based Brand
Equiry dimensions for aproduct
covering both emotional and rational aptrrals". Fropose
how Savi posha brand could
design and promote Customer
-Based Brand Equity via emotional and rational
branding perspectives. t
(12 Marks)
O Critieatly evaluate the athactiveness of the industy whue Savi po$a and
Lak posha
operate (You mayconsider the industy as the Nuhitional
Serial product Sector of Sri
Lanka). You are expected to use Porter's Five Forces model
to summarize your
justifications and critical remarks.
,

(08 Mmks)
(fotal40 Marhs)

Question 02
-
Wisdom Paper Ltd (wPL) is one of the Sri Lanka's premier
manufacturers and marketers of
stationery products with a wider range of $ationery iteurs.
They have their oum outlets in
selected urban cities in Sri Lanka as well as they distribute
their products tluough leading
stationary rnarketers in the counky. Consumers tust
the WPL brand for the quality products
they carry which is reflected through the company motto.guality
is'our main s6ssem,..
Currenfly, the company has faced declining demand condition
as new competitors offer
average quality ptoducts at l9w price ih the market. Furtheq
it was noted that most of the
parents in domestic market are reluctant to buy
zuperior quality stationary products for their
children at a higherprice.
Required
a) Explain the curent marketing philosophy adopted by Wisdom Paper
Ltd by pvine
'-.,,.-.-----
company
the current marketing philosophy.

(08 Marks)
b) Critically discuss the applicability of "Holistic Marketing Concepf, for
improving the
performances of the company,

(12 Marks)

(f,otal ZO Marirs)

Page 3 of 7
 -irytG

:ffi::li"*d brand of gent's wrist watch sold by rimex Limited. cimexis high-priced

compared to sinrilar watches in the market and has been in the market over 50 years. Tho watch

is extensively promoted by advertisements involving a well-known tennis player who is well-

known for his dedication to tennis and accuracy. Timex Limited is now thinking of launcHng
of watches in Sri Lanka as an emerging market based on their own sales office
established in Colombo. However, marketing consultant of the company advised that size of
the expected market is relatively smaller in Sri Lanka and company should carefully select a

niche market affpr souud analysis of consumer buying behavior in the domestic market.

Required

?) Iliscuss the positive and negative influences of cultural, sscial and personal factors to
be considerod by Timex Limited in developing'

market.
(l2Marks)

b) You have been requested to conduct marketing researc,h to assess market potential for
new product rarge and asked you to come up with a research Plan. Outline the main*

areas ofresearch plan for the given scenario.

, -?-ts--\
(08 Marks)

(fotal20 Marks)

Questipn 04
Fr:rniflex is a firrrittne manufacturer. They currently manufactute and sell household and office
firmitgre made of plastic. CunentlR the company set the prices for theii ptoducts based on
competitOi prices of similar product range. However, top management beliele that existing
should be aligned with
$rices should be modified based on appropriate pricing stategies and it
other elements of the marketing mix.

Required
a) Assumrc you are the Marketing Managet of Furniflex Company Ltd and discuss the

application of 3C's model for deciding appropriate pricing method forthe product tage
of the company
(10 Mark$

Page 4 of 7
b) Recornmend most appropriate price adaptation shategies for devoloping competitive
advantage of the market place.

(10 Marks)

(f,otal20 Marls)
I

Question 05
orange is a well-known manufacturer of smart phones which it produces artd sells across the
wotld under its brand name. This company was well-known for intoducing new phone
products with new features but of recent years they have not come up with their own ueations.

Company has appointed sole distibutor in Sri Lankan market two years back and cunently it
distibutes all over the country. However, current sales performances are not up to the standard
aird recentty conducted market survey revealed that the most of customers willing to buy
Orange ptones but those are not available in most of the Phone fucades in the market.

Required
a) Diseuss the key channel managemeut decisions to be taken by the company for
improvingtheef Frcien.yof th.hGbu:fi orsystem.
(12 Marks)
b) Rec6mmend innovative distributiou methods that can be applied by Orange by using
new

(08 Marks)
(Total20 Marks)

Quastion 06

bhannel h Sri Lanka. A company called "Lanka Foods Ltd" is the local franchisee of the

Colombo district, It has planned to expand another 10 channels within 3 years targeting city
areas of the country. Its main value proposition is to provide localized intetnational food

experience. However, stoug marketing piomotional initiatives are not yet found as a
significant marketing tool. Thtrs, company has decided to execute a comprehensive marketing
communication (MARC OM) plan ahead.

Page 5 of 7
 '-'--- _'
-ale4

nequireA

4 Evaluate and propose effective marketing promotional tools to promote Faurily-Go

fast food chain in Sri Lanka in line with the said strategic objectives set for the
upooming 3 years of period.

(12 Marks)
b) Justify how a company can evaluate the effectiveness of promotion mix implemented

.
against the cost incurred as a guide to Lanka Foods Ltdi;*uk m[r.isions.
(08 Marks)

(Total20 Marks)

. Question 07
LAK Holdings Pvt Ltd is a local tea manufacturing and selling company. trt has a plan to enter

international markets with new brands whitst maintaining their LAK Tea brand within the local

market. Receufly, it introduced LAK Good-Life Brand targeting health benefit seekers in the

loci market. However, stategic audit revealed that LAK lloldings Pvt Ltd has found stategic
pedormance issues against the planned targets during the strategic poriod ot20l7 D018. Some

. sales territories and brand categories had found performance .issues as per the planned
expeotations. Company is seeking for sfiategic advices to plan for future Soryth stategies.

Required
a) Reconrmend growth strategies to fuIfill strategic planning gap by using appropriate

(12 Marks)
b) Discuss how company coulduse Porter's Three Generic Model to decide competitive

smategies in future. You may recons@ategies suggested

based on the Porter's Three Gbneric model if needed.

(08 Mafts)

(Total20 Marks)

Question 08
Service sector organizations specifically apply 7Ps even thouglr it is recornmended as the

modenrmarketing mix to any organization. Thus, People, Process and Physical Evidenoes are
oreatively designed and executed to gain competitive edge in the market. Financial services,
hotels, fast food chaius and other dpamic services competitively apply service marketing

Page 6 of 7
' R.gquircil
a) BrieIIy erplain the concepts of People, Process and Physical Evideuces in services
marketing with examples.

(08 Markg
" b) Discuss the seryice mmketing process highlighting how organizatign, front-lfuIe
staff
and oustomers should be engaged in service marketing promotion and delivering
. perspectives with suitable examples. ______:_- i
(12 Marks)
. (Total20
Marks)

Page 7 of 7