Download MKTG 5117 - University of Technology, Mauritius

MBA-Marketing Management
Cohort: MBAMM/09/PT Jan
Examinations for 2009 Semester II
MODULE: MARKETING IN CONTEXT
MODULE CODE: MKTG 5117
Duration: 3 Hours
Instructions to Candidates:
1.
This question paper consists of Section A and Section B.
2.
Section A is compulsory and carries 50 Marks.
3.
Answer any two questions from Section B and carries 25
Marks.
4.
Always start a new question on a fresh page.
5.
Total Marks: 100
This question paper contains 4 questions and 7 pages.
Page 1 of 7
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SECTION A: COMPULSORY
Robots Set to Join the Dyson Repertoire
James Dyson launched his first product, the Sea Truck, in 1970 when he was an
art student in London. Subsequently he invented and marketed the Ballbarrow,
the Wheelboat, and the Trolleyball. Many of these innovations have been
successful in their own right but it is for the product that revolutionised domestic
cleaning that we know him best. Dyson‟s idea for a bagless vacuum cleaner took
5 years to develop and involved producing over 5,000 prototypes. However in
1991 his idea came to fruition with the launch of the „G Force‟ vacuum cleaner
which won the International Design Fair prize in Japan. The Japanese were so
impressed with the new cleaner‟s performance that it became a status symbol,
which was reflected in a $2,000 price tag.
In 1993, back in Britain with the proceeds of his Japanese venture to invest, the
inventor set about conquering the UK market with a „dual cyclone‟ machine that
collected microscopic particles of dust as well as providing bag-free technology.
The DC01 was the first of his range of cleaners to give constant suction and
following this the „Root8 Cyclone‟ offered even more suction and cleaning power.
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By 2003 the Dyson range of vacuum cleaners had been extended to include five
domestic models which varied in their design to take account of the needs of
different customers. It is possible to get both the original upright and the more
recently developed cylinder models along with high performing and standard
suction specifications, lightweights and compacts. These models come in a
range of colours and also offer particular variations for carpets and hard floors,
low furniture access, allergy sufferers and a super-powerful „animal‟ version for
picking up pet hairs. In addition Dyson markets the DC04 constantMax to
commercial users in buildings such as schools, hospitals and hotels; its main
selling propositions being ease of use and maintenance as well as durability and
constant suction performance.
Dyson‟s innovative policy of using its engineers to constantly re-examine existing
products of all types also involved them in looking at the washing machine. They
identified that standard single-drum machines took a long time to release dirt
from the fabrics being washed and that hand washing actually gave better
results. So Dyson set about replicating a hand wash action to manipulate and
flex the fabric to release dirt more quickly. In 2000 a great deal of research and
development finally led to the introduction of their Contrarotator washing machine
that had two drums, which meant that people would be able to wash larger loads
faster and with better results.
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In response to a casual remark from a customer asking, “when will you invent a
cleaner that you don‟t have to push around?” James Dyson set about designing
the hands-free vacuum cleaner. In the early years of the 21st Century Dyson‟s
DC06 robotic vacuum cleaner is undergoing home trials with a view to it
liberating people from the work of floorcare, and also making the whole cleaning
process more efficient without even the need to programme the machine. James
Dyson‟s view that the robot should do a better job than a human means that the
new machine will not just bounce aimlessly off the furniture and pick up very little
dust. The 60,000 hours of research which has been invested in this new product
have led to a cleaner being designed which cleans as well as Dyson‟s other
models, but also guides itself more logically than a human would. State of the art
technology involving 3 on-board computers and 50 sensory devices has led to
the development of the ultimate household-cleaning appliance.
The above data has been based on a real life organisation, but details have been
changed for assessment purposes and do not reflect the current management
practices.
Page 4 of 7
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QUESTION 1: (50 MARKS)
Dyson intends to launch its brand in Mauritius with the ambition to subsequently
go regional.
a.
You work for a marketing consulting firm and have been asked to suggest
and justify the most appropriate structure and content of the marketing
plan for Dyson. The proposal should, inter alia, be designed to consider
the Dyson range of products and other competitors‟ products for both the
end customer and trade target segments in your own country or a country
of your choice.
b.
(15 marks)
Briefly, explain why it is important that the marketers and sales staff at
Dyson understand the behaviour and perceptions of Dyson‟s trade
and customer target markets.
c.
(15 marks)
Write a outline plan that identifies and justifies the most appropriate
communication/promotional mix for launching Dyson, within your own
country or a country of your choice.
(20 marks)
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SECTION B: ANSWER ANY TWO QUESTIONS
QUESTION 2: (25 MARKS)
As a Marketing Consultant for a well known brand in an industry of your choice,
you have been asked to:
a. explain how the principle of branding can be used to compete in this market
by providing added value for customers.
(10 marks)
b. outline how the marketing mix (7Ps) is used to convey the brand‟s positioning.
(15 marks)
QUESTION 3: (25 MARKS)
Using examples from a non-profit organisation of your choice (e.g. a charity or
government department):
a. examine how stakeholders can benefit from adopting a marketing orientation
approach, in a non-profit organisation.
(10 marks)
b. explain how you would proceed to transform the non-profit organisation into a
marketing orientated one.
(15 marks)
Page 6 of 7
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QUESTION 4: (25 MARKS)
In the context of a product from the fashion industry:
a. explain the concept of a product as a tangible and intangible „bundle of
benefits‟ that provides value to customers
(8 marks)
b. identify and illustrate how the Product Life Cycle (PLC) concept can be used to
influence marketing mix decisions.
(17 marks)
***END OF QUESTION PAPER***
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