MRKTL 6005 FINAL COURSE PROJECT FALL 2016

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