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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 SBMF12 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. Page 2 of 7 SBMF12 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. Page 3 of 7 SBMF12 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 SBMF12 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) Page 5 of 7 SBMF12 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 SBMF12 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*** Page 7 of 7 SBMF12