ODA BULTUM UNIVERSITY

FACULTY OF BUSINESS AND ECONOMICS

MASTER OF BUSINESS ADMINISTRATION (MBA)

Course Title: Marketing Management

Group Assignment II

Group Name
1. Kalkidan Birara
2. Temesgen Fkre
3. Abdurhmn Nasr
4. Mangesha Hailu
5. Nardos Mesfn
6. Zekariyas Melese
7. Salualem Alebel

Sub. to: Dr. Bogale A. (PH.D)

July, 2023
1. For your organization or an organization of your choice:

Awash marble factory

Awash marble factory is found in afar awash 7 killo town the exist of town to the west near to the
street.This factory generally inert substance which improve a products specific gravity, hardness,
brittleness, strength in impact and compression, resistant to heat, electrical and heat conductivity,
smoothness of surface, color, transparency and other properties.

The plant is specialized in the production of non-metallic minerals, ceramic, plastics, cultured
marble , terrazzo tiles, putty, adhesives etc.

a. Identify a number of relevant marketing strengths and weaknesses.

Strength and weakness are internal characteristics of in any business. .

Therefor it is big factor that produce different types of product. Then it’s has own strength and
weakness.

Marketing Strengths:

1. It has a Strong brand: Having a strong and recognizable brand can give an organization a
competitive edge and increase customer loyalty. Different product to gives service to its customer by
attractive picture explanation. And also has best good will and image in to the customer in the
overall of Ethiopia. Because they have a lot customer under company and it is a biggest company in
Ethiopia in quality and potential of the industry. The plant have a lot customer order using the
goodwill of company.
2. Target market understanding: Deep understanding of the target market's needs, preferences, and
behaviors allows for effective segmentation and targeted marketing campaigns.
3. It is a Differentiate factory: The ability to differentiate products or services from competitors can
attract customers and create a unique value proposition. It also produce a different new product serve
to customer than other similar factor efficiently.
4. They have Effective communication: Strong communication skills and messaging capabilities
help convey marketing messages clearly and persuasively. So, the factory properly and perfectly use
 good communication within customer and other member of company to help to gives best service
anywhere to their customer and gives awareness more understand and interested to the product.
5. They have a good Customer relationship management: Establishing and nurturing strong
customer relationships through personalized interactions and effective customer service. This
factory has two types customer.
• Sales raw material customer that customer found in different part of the country when
the plant need to get the mineral supply. So customer relation department have good
relation within supplier to respecting the benefit of the area where the raw material
comes from.
• Buy factory product customer also respect and gives the freight services has played an
important role in strengthening their relationship with the factory by delivering to the
customer.
6. Continuous improvement: Embracing a culture of continuous learning and improvement in
marketing strategies and tactics. The factory more contact with other member of company and
collected to their customer feedback the statistical data implicate improve the organization.
Marketing Weaknesses:

Any organization should have a strong marketing strategy to compute other similar organization
and long live in the market system. But they have weakness if a little or more.

1. Sometime create Weak value proposition: Inability to differentiate products or services from
competitors may result in a lack of perceived value for customers. Because they have a lot customer
sometimes late to promote their product so customer cause of more announcements without their
interest, they find other solution to get their want.
2. Inconsistent messaging: Inconsistent or unclear messaging can confuse customers and weaken the
overall brand communication. In the area where the organization is located, there is weakness in
promoting the status of the organization to the local community and using the local customer.
3. Other weakness is Order delay: it is a customer favorite company so a lot customer orders this
factory product. The product is quality, update technology to improve the product however they are
weak in expansion, not working in order to increase the amount of production. Therefore, sometimes
when the order is too much, it is delayed and it annoys the customers. This is because it has better
quality than other similar companies what keeps them from going violently.
It's important to note that these strengths and weaknesses may vary depending on the specific
organization, industry, and market dynamics. Organizations should continuously assess their marketing
capabilities and address weaknesses to leverage their strengths and achieve marketing objectives
effectively.

b. Interpret these by asking what these strengths/weaknesses suggest about the

marketing strategies available to the organization?

Certainly! The strengths and weaknesses identified in marketing can provide insights into the
available marketing strategies for an organization. Let's interpret them in the context of marketing
strategies:

The interpret of Marketing Strengths:

Marketing refers to activities a company under takes to promote the buying or selling of a product
or service. So, marketing helps you sell more effectively by identifying the most likely buyers. The
more you know about potential customers, the better you can configure your products and services to
satisfy market demand.

Interpret of marketing strength is the above are classified it. So, this strength of the organization
indicates compute in the market and long live in the marketing system. Also, the quality of product is
better than other competitor organization so it is more favorable organization then keeps the strength
of the marketing system.

The interpret of Marketing Weaknesses:

The company’s weaknesses are the fact that it operates at a high capacity and the lack of such
organizations due to its quality has not had a significant impact on the company. So, the weaknesses
of this company quick return to strength otherwise it is dangerous for tomorrow because of strong
competitor become to fit.

Understanding these strengths and weaknesses can help organizations identify the appropriate
marketing strategies to capitalize on their strengths, address weaknesses, and align marketing efforts
with overall business goals.
2. Determine your organization’s competitive position and strategy.
To determine an organization's competitive position and strategy, it is important to conduct a
thorough analysis of the organization, its industry, and its competitors. Here is a general
framework to help assess competitive position and develop a strategy:
External Analysis:
a. Industry Analysis: Understand the dynamics of the industry in which the organization
operates. Evaluate factors such as market size, growth rate, trends, and competitive forces
(e.g., Porter's Five Forces analysis) to identify opportunities and threats.
b. Competitor Analysis: Identify and analyze key competitors in the industry. Assess their
strengths, weaknesses, market share, product offerings, pricing strategies, distribution
channels, and marketing tactics to understand their competitive advantage.
c. Customer Analysis: Gain insights into customer needs, preferences, and behaviors.
Conduct market research, surveys, or focus groups to understand customer expectations,
satisfaction levels, and buying patterns.
Internal Analysis:
a. Organizational Capabilities: Evaluate the organization's strengths and weaknesses,
including its resources, competencies, unique selling propositions, and core capabilities.
Identify areas where the organization has a competitive advantage or potential areas for
improvement.
b. Value Chain Analysis: Examine the organization's value chain activities, from
procurement to customer service, to identify areas of efficiency and opportunities for
differentiation. Determine where the organization adds value and how it can improve its
processes.
c. SWOT Analysis: Synthesize the findings from the external and internal analyses to
identify the organization's strengths, weaknesses, opportunities, and threats. This helps in
understanding the current competitive position and potential areas for strategic focus.
Competitive Positioning:
a. Differentiation: Determine how the organization can differentiate itself from competitors,
whether through product innovation, quality, customer service, pricing, or unique
features. Identify the organization's unique value proposition and position it in the market
accordingly.
 b. Target Market Segmentation: Identify specific customer segments that align with the
organization's strengths and market opportunities. Develop targeted marketing strategies
to reach and engage these segments effectively.
c. Market Position: Define the desired market position for the organization based on its
competitive advantages and target market. Determine whether the organization aims to
be a market leader, a niche player, a low-cost provider, or an innovator.
Strategic Choices:
a. Core Strategies: Based on the competitive analysis and positioning, determine the core
strategies the organization will pursue. This may include product development, market
expansion, cost leadership, customer experience enhancement, or partnerships and
alliances.
b. Marketing Mix: Develop a marketing mix strategy that aligns with the chosen
competitive position and target market. Consider product, price, promotion, and
distribution strategies to effectively deliver value to customers.
c. Resource Allocation: Allocate resources, including budget, personnel, and technology, to
support the chosen strategies. Prioritize investments and determine the necessary
capabilities and infrastructure required for successful execution.
Implementation and Monitoring:
a. Action Plan: Develop a detailed action plan outlining the specific initiatives, milestones,
and timelines for executing the strategy. Assign responsibilities and ensure alignment
across different departments.
b. Key Performance Indicators (KPIs): Establish measurable KPIs to track the progress and
effectiveness of the strategy. Regularly monitor and evaluate the performance against
these KPIs to make necessary adjustments and improvements.
c. Continuous Improvement: Foster a culture of continuous improvement, learning, and
adaptation. Regularly review the competitive landscape, market trends, and customer
feedback to identify new opportunities and refine the organization's competitive strategy.
It's important to note that this framework provides a general approach, and the specific
competitive position and strategy will vary depending on the organization, industry, and market
conditions. Customization and ongoing evaluation are crucial to adapt to changing dynamics and
maintain a competitive edge.
4. Review the marketing objectives of your organization. What (and how clear) is the
connection between the marketing objectives and the corporate objectives? If your
organization does not have marketing objectives, try to write something that would
help fulfill some of the corporate objectives.
Certainly! While an organization may not have explicit marketing objectives, marketing can still
play a significant role in fulfilling corporate objectives. Here are some ways marketing can
contribute to achieving broader organizational goals:
• Increase brand awareness and reputation: Effective marketing strategies can help enhance
brand awareness and reputation, which in turn can contribute to corporate objectives such as
improving brand recognition, establishing a positive brand image, and building credibility in
the marketplace.
• Drive revenue and sales growth: Marketing initiatives focused on generating leads, increasing
customer acquisition, and improving conversion rates can directly contribute to corporate
objectives related to revenue and sales growth. By implementing targeted marketing
campaigns and promotional activities, marketing can help drive business growth and meet
financial objectives.
• Expand market share and customer base: Marketing efforts can be directed towards expanding
the organization's market share and reaching new customer segments. By targeting untapped
markets, identifying customer needs, and creating compelling marketing campaigns,
marketing can contribute to corporate objectives of market expansion and customer
diversification.
• Enhance customer loyalty and retention: Through customer relationship management strategies
and customer-centric marketing initiatives, marketing can contribute to corporate objectives
of enhancing customer loyalty and increasing customer retention. By nurturing strong
relationships, providing personalized experiences, and delivering value-added content,
marketing can drive customer satisfaction and loyalty.
• Support product/service launches and innovation: Marketing plays a crucial role in introducing
new products or services to the market and generating excitement among customers. By
developing effective product launch strategies, conducting market research, and
implementing targeted marketing campaigns, marketing can support corporate objectives
related to innovation and new product/service adoption.
• Improve stakeholder engagement: Marketing can facilitate effective communication and
engagement with various stakeholders, including customers, employees, investors, and
 partners. By developing tailored messaging, utilizing appropriate communication channels,
and implementing stakeholder engagement initiatives, marketing can contribute to corporate
objectives of stakeholder satisfaction, trust, and alignment.
7. Enhance organizational visibility and thought leadership: Marketing can help position the
organization as a thought leader in its industry by sharing valuable insights, expertise, and
thought-provoking content. By leveraging content marketing, thought leadership initiatives, and
industry partnerships, marketing can contribute to corporate objectives of enhancing organizational
visibility, reputation, and influence.
8. Foster a positive corporate culture: Marketing can play a role in shaping the organization's internal
culture by effectively communicating and promoting its values, mission, and purpose. By aligning
marketing messages with the organization's core values and fostering a positive brand identity,
marketing can contribute to corporate objectives related to employee engagement, retention, and
cultural alignment.
It's important for marketing to align its strategies and activities with the overall corporate objectives and
collaborate closely with other departments to ensure a holistic approach. By integrating marketing
efforts into the broader organizational goals, marketing can have a meaningful impact on fulfilling
corporate objectives and driving overall business success.

5. Think of an organization of your choice, which involves trading mobile phones.

Explain the various approaches used in segmenting markets and also describe how the
marketing mix is used to position your products in a market.
Segmenting Markets:
Segmenting markets involves dividing a broad market into distinct groups of consumers who share
similar characteristics, needs, or behaviors. Here are some common approaches used in market
segmentation:
1. Demographic Segmentation: Dividing the market based on demographic variables such as age,
gender, income, occupation, education, and family size. This approach helps target specific
customer groups with tailored marketing strategies.
2. Psychographic Segmentation: Segmenting the market based on consumers' lifestyles, interests,
values, attitudes, and behaviors. This approach focuses on understanding the psychological and
social factors that influence consumer buying decisions.
3. Behavioral Segmentation: Dividing the market based on consumer behaviors, including usage
patterns, brand loyalty, purchase frequency, benefits sought, and occasion-based buying. This
approach helps identify different customer segments based on their behaviors and preferences.
4. Geographic Segmentation: Segmenting the market based on geographic factors such as location,
climate, culture, and regional preferences. This approach recognizes that consumer preferences and
needs can vary based on geographical differences.
5. Firm graphic Segmentation: Applied primarily in B2B markets, this approach segments the market
based on firm-specific variables, such as industry type, company size, location, and purchasing
power.
Marketing Mix and Positioning:

1. The marketing mix refers to a set of controllable marketing tools that organizations use to
effectively reach and influence their target market. It consists of the four Ps: product, price,
promotion, and place (distribution). Here's how the marketing mix is used to position
products in the market:
2. Product: Organizations design and develop products or services that align with the identified
market segments' needs, preferences, and desires. By understanding customer requirements,
organizations can create offerings with the right features, benefits, quality levels, and
branding that resonate with the target market.
3. Price: Pricing strategies help position products relative to competitors and target market
expectations. Organizations can use pricing to convey value, whether positioning as a
high-end luxury product or a budget-friendly option. Pricing decisions should consider
factors such as costs, competition, perceived value, and the desired market position.
4. Promotion: Promotional activities, such as advertising, public relations, sales promotion, and
personal selling, help communicate the product's benefits and create awareness among the
target market. The messaging and communication channels chosen should align with the
target market's preferences, behaviors, and media consumption habits.
5. Place (Distribution): The distribution strategy determines how the product reaches the target
market. It involves decisions regarding channel selection, retail partnerships, logistics, and
inventory management. Effective distribution ensures that the product is available at the
right place, at the right time, and through the preferred channels for the target market.
Positioning refers to the way a product or brand is perceived in the minds of consumers relative to
competing products. It involves creating a unique and favorable position in the target market. The
marketing mix is used strategically to shape the product's positioning:

• Product features, quality, and branding contribute to the desired product positioning. For
example, positioning a product as high-end and luxurious based on its premium features and
quality.
• Pricing decisions can position a product as an affordable option, a premium choice, or a
value-for-money offering, depending on the target market's perceived value and price
expectations.
• Promotional activities convey the product's unique selling propositions, benefits, and
positioning statements through messaging, advertising, and communication channels that
resonate with the target market.
• Distribution strategies can influence the product's positioning by aligning with the target
market's accessibility and convenience preferences, whether positioning as an exclusive,
niche product or a widely available mainstream offering.
By carefully crafting the marketing mix elements, organizations can strategically position their
products in the market to differentiate themselves from competitors, meet customer needs, and
create a favorable perception among the target.

6. Analyze a product or service offered by your organization in terms of the three

levels of product. What is the core benefit? How important are product services
at the augmented product level to the overall ‘offer’?
➢ First there are three level of product in marketing.
1. Core product: - it is a marketing principle that describes a customer’s base need or desire. It
also helps to identify the reasons a customer buys a particular product.
2. Actual product: - it is the tangible feature of a product including styling, quality level,
features, brand name and packaging; also called the formal product or tangible product.
3. Augmented product: - it has been enhanced by its seller with added features or service to
distinguish it from the same product offered by its competitor. Augment product level of this
organization is very important because sometimes potential customer they want to be dealt
with quickly. So the product may augment the customer. He will be satisfied with the service
 and to order tomorrow, the efficiency of the service he received today will give him a sense
of confidence in the company.
Product analytics shows companies their customer’s behaviors specifically what they say they
do. Understanding the customer and their needs is essential to building effective and beneficial
products.

7. Consider the ten main issues facing industrial marketing managers. How
important are these issues to your organization (or an organization with which
you are familiar)? What advice would you give to organizations trying to
integrate place (distribution) with other elements of the marketing mix?
The importance of these issues and the advice given will depend on the specific circumstances of the
organization. Here are ten main issues and some general advice:
1. Customer Relationship Management: Building and maintaining strong relationships with
customers is crucial. Organizations should focus on understanding customer needs, providing
personalized experiences, and nurturing long-term partnerships.
2. Competitive Advantage: Organizations need to identify and leverage their unique strengths and
capabilities to gain a competitive edge. This can involve offering superior product quality,
innovative solutions, cost leadership, or excellent customer service.
3. Global Marketing: Expanding into international markets requires understanding cultural
differences, adapting to local regulations, and developing effective global marketing strategies.
Organizations should conduct market research and tailor their marketing efforts accordingly.
4. Technology and Digital Transformation: Embracing digital technologies and integrating them
into marketing strategies is essential. This includes utilizing data analytics, online marketing
channels, e-commerce platforms, and leveraging emerging technologies like artificial
intelligence and automation.
5. Market Segmentation and Targeting: Identifying distinct customer segments and tailoring
marketing strategies to address their specific needs and preferences is critical. Organizations
should conduct market research, analyze customer data, and develop targeted marketing
campaigns.
6. Value Proposition and Differentiation: Clearly communicating the unique value proposition and
differentiating the organization's offerings from competitors is essential. Organizations should
identify their key strengths, develop compelling messaging, and highlight the benefits they
provide to customers.
7. Pricing Strategies: Determining optimal pricing strategies requires considering factors such as
costs, competition, value perception, and market dynamics. Organizations should conduct
pricing analyses, monitor market trends, and strike a balance between profitability and customer
value.
8. Marketing Communication: Developing effective communication strategies to reach and engage
target audiences is vital. Organizations should utilize various channels such as advertising,
public relations, social media, and content marketing to deliver consistent and compelling
messages.
9. Supply Chain Management: Optimizing the supply chain and ensuring seamless coordination
between marketing and other functions is crucial. Organizations should align distribution
channels, manage inventory effectively, and collaborate with suppliers and partners to meet
customer demands.
10. Ethical and Social Responsibility: Demonstrating ethical behavior and fulfilling social
responsibility obligations is increasingly important. Organizations should prioritize
sustainability, transparency, and ethical business practices to build trust and enhance their
reputation.
Integrating distribution (place) with other elements of the marketing mix:
To integrate distribution with other elements of the marketing mix, organizations should consider
the following advice:
Alignment with Target Market: Ensure that the distribution strategy aligns with the characteristics
and preferences of the target market. Analyze the target market's geographic reach, buying
behaviors, and channel preferences to determine the most effective distribution channels.
1. Consistency in Messaging: Maintain consistency in messaging across different marketing
channels and distribution channels. The communication should be synchronized to provide a
unified customer experience and reinforce the brand's value proposition.
2. Collaboration with Other Departments: Foster collaboration and alignment between marketing,
sales, operations, and logistics departments. This will enable effective coordination and
integration of distribution efforts with product development, pricing, promotion, and other
marketing activities.
3. Data-Driven Decision Making: Leverage data and analytics to gain insights into customer
preferences, channel performance, and market trends. This information can help optimize the
distribution strategy and identify opportunities for improvement.
 4. Continuous Evaluation and Adaptation: Regularly monitor the performance of distribution
channels, analyze customer feedback, and adapt the strategy accordingly. Embrace a continuous
improvement mindset to optimize the distribution process and enhance customer satisfaction.
Remember that the specific advice and strategies will depend on the organization's industry, target
market, and unique circumstances. Conducting thorough market research, assessing internal
capabilities, and staying abreast of industry trends will help organizations make informed decisions
when integrating distribution with other marketing mix elements.

8. Sony charges a price premium for its Play Station 3 over competing brands
Nintendo (whose game system Wii is the market leader) and Microsoft’s Xbox
360. What does this tell you about the value of a brand name? Do you think
there are ethical issues involved in this type of pricing? If so, what are they?
The fact that Sony charges a price premium for its PlayStation 3 compared to competing brands
Nintendo (with the Wii) and Microsoft (with the Xbox 360) suggests that Sony's brand name carries
perceived value and brand equity in the market. Sony has established a strong brand reputation and
loyal customer base, which allows them to command a higher price for their product. This indicates
that consumers are willing to pay more for the PlayStation 3 due to their perception of the brand's
quality, features, gaming experience, and overall value proposition.
Regarding ethical issues, pricing strategies can raise ethical concerns depending on the
circumstances and practices employed. Some potential ethical issues associated with price
premiums in this context include:

1. Exploitative Pricing: If the price premium is deemed excessive or disproportionate to the actual
value provided by the product, it may be considered exploitative. This could lead to concerns
about taking advantage of consumers' loyalty or manipulating market power.
2. Unfair Competition: If the pricing strategy is intended to harm competitors or restrict consumer
choice by leveraging brand power, it may raise concerns about unfair competition practices.
3. Deceptive Marketing: If the price premium is not justified by actual differences in product
quality or features but is marketed as such, it could be viewed as misleading or deceptive to
consumers.
4. Price Discrimination: If the pricing strategy targets certain segments of consumers based on their
willingness to pay rather than objective factors, it may be perceived as unfair or discriminatory.
 5. Transparency and Disclosure: Transparency in pricing practices and clear communication about
the reasons behind price differentials are important ethical considerations. If consumers are not
adequately informed about the factors justifying the price premium, it can erode trust and lead to
dissatisfaction.
It's important to note that without specific information about Sony's pricing strategy and the market
dynamics, it is challenging to make definitive judgments about the ethical implications in this
particular case. Ethical issues in pricing depend on various factors such as market competition,
consumer perceptions, value propositions, and the overall fairness and transparency of the pricing
strategy. Conducting a thorough analysis of these factors and ensuring transparency in pricing
decisions can help organizations navigate ethical concerns related to pricing practices.
This tells us that Sony’s brand name has a perceived value that consumers are willing to pay more
for, even when there are comparable options available. It indicates that the brand has a positive
reputation, has established a loyal customer base, and is associated with quality.

Yes, there could be ethical issues involved in this type of pricing. One issue is that this type pricing
may exclude certain people due to financial constraints. Another ethical issue is that sony may be
using its brand name to unfairly manipulate the market and limit competition. This type of pricing
could also lead to a lack of innovation and lower quality products due to the lack of competition.

9. Select four advertisements you have seen recently – one newspaper, one magazine, one website
banner, and one television. What advertising objectives do you think the organization had in
each case?
✓ What are the four main factors to consider when selecting an advertising medium?

When selecting an advertising medium, there are four main factors to consider:

1. Target Audience: The advertising medium should effectively reach the intended target audience.
Consider demographic factors such as age, gender, income, education, location, and
 psychographic factors like interests, attitudes, and behaviors. Choose a medium that aligns with
the characteristics and media consumption habits of the target audience.
2. Reach and Frequency: Evaluate the reach and frequency capabilities of the advertising medium.
Reach refers to the number or percentage of the target audience that can be exposed to the
message, while frequency relates to the number of times the target audience is exposed to the
message. Select a medium that offers sufficient reach and frequency to ensure message visibility
and retention among the target audience.
3. Cost and Budget: Consider the cost implications of the advertising medium and its alignment
with the available budget. Different media have varying costs associated with production,
placement, and maintenance. Evaluate the cost-effectiveness of each medium in terms of the
desired reach and impact. Balance the budget with the desired exposure and consider the
potential return on investment (ROI) generated by the chosen medium.
4. Media Characteristics and Suitability: Assess the unique characteristics and suitability of each
advertising medium. Factors to consider include the medium's ability to convey the intended
message effectively, its visual or audio capabilities, interactivity, geographic coverage, timing,
and scheduling flexibility. Evaluate how well each medium aligns with the advertising
objectives, message content and creative requirements.
It's important to note that the selection of an advertising medium should be based on a comprehensive
understanding of the target audience, marketing objectives, and available resources. A mix of different
media might be the most effective approach, leveraging the strengths of each medium to create a
synergistic advertising campaign. Regular monitoring and evaluation of the chosen medium's
performance are also essential to make adjustments and optimize the advertising strategy over time.