Dear groups/students,
As the end of the course approaches,
I hope that you have taken the most of the course. Find below the question for each group Final
Project case study.
I-
All groups have to answer the following questions.
1)
Mission statement and objectives of the company.
2)
SWOT analysis,
3)
Characteristics of the target market customers,
4)
Overall Generic Marketing strategy (Porter’s)
5)
Apply BCG & Ansoff’s Matrices on your product/company case
6)
Positioning Process, strategy & perceptual Map
7)
Competition analysis
II-
Each group has to
answer the questions related to its group.
Group A: Sabbagh , Mallah, Harakeh,
Ayoub; Metabical TU 2/2
I-
Learning objectives:
a.
Introduce
the concepts of the hierarchy of effects, decision making unit & process
and push vs pull communications.
b.
Indentify
the key aspects to consider STP new products
c.
Highlight
the critical elements of a marketing Communication program.
II-
QUESTIONS
1-
So the main question, recommend a detailed IMC program for
Metabical
Group B: Lara Yasin, Moulallem, Houry;
Reed Super Market 28/1
I- Learning objectives: The learning objectives of the Reed are:
a. To explore elements of marketing strategy, segmentation,
product differentiation & positioning for retail organization.
b. To enable student analysis of sharply
differentiated strategic perspectives among the profiled company’s senior managers.
c. To illustrated the “wheel of retailing and
the competitive pressures exerted on established retailers by emergence of new
institutions in this case dollar and limited assortment store
d. To demonstrated the challenges of crafting
an effective marketing strategy in a complex, slow growth, hotly contested
market.
II-
QUESTIONS
1-
What
is Reed’s Position in the Columbus Market? How does a supermarket make money?
2-
What
strategy would be the most effective for Reed moving forward? Is this strategy
defensible?
3-
How serious is the threat posed by dollar
stores and Aldi?
4-
Should
Collins continue the dollar specials campaign? What is the financial impact of
this decision?
5-
What
should collin’s action plan for Reed for the following year.
Group C: Khattab, Mneimneh, Roumani & meslmani; Sephora Direct 28/1
I-
Learning objectives:
a.
To understand
the process of formulating an effective IMC strategy.
b.
To examine
how new media –digital platforms and social media differ from traditional media
c.
To examine
the possible need to refine of redefine the consumer decision making process in
the light of digital lifestyle consumers are now leading and devices they are
using.
d.
To understand
the role of the marketer when consumers desire to communicate among themselves
about the brand and rely increasingly on digital platform to do so.
II-
QUESTIONS
1-
Discuss the consumer decision making process in
the light of digital lifestyle consumers are now leading and devices they are
using
2-
Construct
an effective IMC strategy.
3-
Taking
into consideration the new challenges in marketing today, how new media –digital
platforms and social media would do more than traditional media
Group D: Jarekji
, Ghaddar, Tormous; ECO 7ec 4/2
I-
Learning objectives
a.
Demonstrate
how channel conflict can arise as markets evolve.
b.
Examines
the challenges of managing and changing relationships with multiple channels
c.
Explores
how new product launch success depends on support from channel partners
d.
Demonstrates
the relationship between channel and pricing decision in marketing plan
e.
Evaluate
how changing market priorities and new product attributes affect channel
decision
II-
DQUESTIONS
1-
How
do consumers purchase motor oil?
2-
What
is the strategic role of ECO7? How should Avellin weigh consumer interest in,
and willingness to pay for, a green motor oil? Is it the right product at the
right time?
3-
What
is the right launch strategy for Eco 7?
i.
How should eco7
be priced? What are the profit implication for wholesaler and DIFM stores?
ii.
How should eco7
be distributed? What is your recommendation regarding exclusivity for Aventage
store?
Group E : M
Yasin, Z Ibrahim, Trad, R Ibrahim; Hindustan 4/2
I-
Learning objectives
a.
To illustrate
the challenges face by e-commerce retailers in india particularly e-grocers.
b.
To
examine the different e-grocery models for driving growth and improving profitability.
c.
To analyse
the conflicts between e-retailing and traditional retailing for an FMCG company.
d.
To
discuss the technical and digital capabilities required for success in online
retailing.
II- QUESTIONS
1-
What
are the challenges face by e-commerce retailers in india particularly e-grocers?
Discuss possible ways to handle these challenges.
2-
Should
HUL enter the e-grocery fields?
3-
If
HUL decides to open an e-grocery store, what should its strategy be and which e-grocery
model should it follow?
4-
What
kind of technical and digital capabilities would HUL need to be successful in
the e-grocery sector?
5-
Should
HUL enter the e-grocery arena with a full range of products or only select
number of products?
Group
F Case: Awad, Hamied,
Elzien; Hubspot 2/2
I-
Teaching objectives
a.
To introduce
the concept and structure of inbound marketing
b.
To understand
how consumers’ response to marketing is changing & how traditional outbound
marketing is becoming less effective and efficient.
c.
To understand
how to configure pricing strategies to align with the value delivery stream customers
experience
d.
To understand
the role of freeware in product strategy and how to manage a product line
containing freeware and paid software services.
II-
QUESTIONS
1-
Do
you agree with HubSpot that the “rules of marketing” have changed? If so, how? Is
inbound marketing the answer? Why or why not?
2-
Is HubSpot
finding and serving the right set of customers? Given its position as a
start-up company, should it widen its focus to serve any customer that comes
its way? Or narrow their target, by focusing exclusively on either Owner Ollies
or Marketer Marys? Or else?
3-
HubSpot
has begun to differentiate its products as it has learned more about its
customers. Should it do more? Should its pricing strategy change too? Does the
software-as service pricing model work for both Owner Ollies & Marketer
Marys
4-
Are Hallingan
and shah being too stubborn by not doing any outbound marketing? Or should they
continue to practice what they preach by focusing on inbound marketing alone?
5-
Hallingan
and shah want Hubspot to be to marketing, what salesforce.com is to sales. What
would your plan of action be to make this happen? Why would you take these
actions? What keeps you up at night about your plan?
Group G : Sara, B tormous, B Nahas; Raju Omlet 26/1
I-
Teaching objectives
a.
To understand
the factors that affect customer expectations and perceptions.
b.
To discuss
how small-to medium-sized service companies can and sustain a competitive
advantages.
c.
To work
out the strategic choices available to an entrepreneurial firm, evaluate the
alternatives and devise strategies for successful expansion of the business.
d.
To understand
the need for branding in small business
e.
To understand
the importance of creating and executing a marketing communications plan
attuned to a certain demographic region.
II-
QUESTIONS
1-
What
are customers’ service expectations from restaurants such as Raju Omlet? How did
these expectation develop?
2-
Discuss
the unique selling points (USPs) of Raju Omlet. What brand image did Raju Omlet
develop during its start-up period and how was this image established?
3-
What
would it take to ensure that customers at Raju Omlet are highly satisfied? How valuable
is a highly satisfied customer in the restaurant business?
4-
What
points should Raju Omlet consider before deciding on introducing the
home-delivery option?
5-
Examine
the role of marketing communication in the success of Raju Omlet. Do you think
the venture would have been such a big success without it?
GROUP
F: Shahine, Hamade; Cookie
Man 4/2
I-
Teaching objectives
a.
To identify
and understand all elements, including marketing mix, or a retail operation.
b.
To be
able to appreciate the journey of a global food product brand that has created
a unique space for itself by appealing to the local palate.
c.
To understand
the complex challenges and opportunities that exist in the organized food retailing
sector in emerging markets such as India.
d.
To learn
how to identify and leverage growth and expansion opportunities in a large
developing economy.
II-
QUESTIONS
1-
Would
you buy a cookie at a cookie Man or similar outlet? Why/why not?
2-
How is
the biscuit market in India placed in 2015? What are the key advantages for the
Cookie Man brand
3-
What
are the key elements of Cookie Man’s marketing strategy
4-
How would
you rate the performance of the Cookie Man brand?
5-
Pathak
is considering different growth engines for the Cookie Man brand. Examine the
pros and cons of venturing into these. What should be the way forward?
GOOD LUCK
