Marketing Assignment (deadline May 8, 2021)

Theme: The Curious Case of the Udennas Group

1. The third telco was finally granted its license to operate, and will start its launch to the
public mid 2020. Branded Dito Telecommunity, it is expected to enter the market strong
with the promise of faster internet through offering 5G internet in partnership with
China Telecom. Using segmentation strategies, how can Dito eat up 30% market share
points from Globe and Smart by going after very specific markets and consumer
archetypes? Research on total subscriber numbers and shares of both existing telcos
and mathematically compute how Udenna can hit 30% market share in 3 years? (Hint:
progression to 30% is not linear. Market segmentation may not be generally socio-
economic, but lifestyle and psychographic).
2. Wendy’s was recently acquired and now poised for growth and expansion. Recognizing
the strong foothold of the Jollibee group across multiple fast food offerings (Jollibee,
Greenwich, Red Ribbon, Burger King, Chowking, etc.) and McDonalds investing heavily in
marketing, use the 4Ps to create a point of differentiation for Wendy’s against its
competitors to create a sustainable competitive advantage. (Hint: Just provide a point of
differentiation for each P).
3. Phoenix Petroleum started in Davao and is now slowly catching up to the big three
players as it goes aggressive into NCR. In the last market share count mid 2019,
4. In a saturated retail environment, Family Mart has set its sights on redefining the
convenience store segment by offering bigger stores, fresh food, and innovative
concepts and offerings. Analyze the different category offerings of other competitors
like 7-11 and Ministop. Cite 5 possible product and/or service offerings that Family Mart
can offer, which no one is currently offering, to ensure its innovative positioning in the
convenience store category. Please note alignment with its brand and practicality of the
recommended offering given store limitations.