NMIMS SOLVED ASSIGNMENTS JULY 2019 - Sunil Mathur joined the family business in 2006 after completing graduation in Electronics engineering and MBA from a reputed institution in India.
Sunil Mathur joined the family business in 2006 after completing graduation in Electronics engineering and MBA from a reputed institution in India.
Sunil Mathur joined the family business in 2006 after completing graduation in Electronics engineering and MBA from a reputed institution in India.
Assignment Solutions, Case study Answer sheets
Project Report and Thesis contact
www.mbacasestudyanswers.com
ARAVIND – 09901366442 – 09902787224
B2B Marketing
1. Fortis Hospitals wants
to increase its sales by focusing the Business markets where Organizations
would buy preventive health check-up packages for their employees. They have
developed various packages to attract business markets.
Propose a suitable pricing
strategy that Fortis should use for its organizational customers. (10 Marks)
2. Excellent Roller,
company are the famous rubber roller manufacturers in India. They have got into
a technical collaboration to produce Teflon rollers which are used in coating
and printing machines. Rubber rollers which is used generally are prone to
damages compared to Teflon rollers. ERPL is planning to launch product using
advertisements. Do you agree for an advertisement campaign for an industrial
product? If so why? What are the ways in which ERPL can advertise? What are
alternate methods? (10 Marks)
3. Read the following
Case & solve the questions given:
Mr. Sunil Mathur, Director,
Raj Doors Pvt Ltd, was not sure what kind of marketing strategies, segment and
target market he should use in order to achieve the company goals on sales and
profitability. The sales and profits were not growing as per expectations of
Mr. Mathur.
Sunil Mathur joined the
family business in 2006 after completing graduation in Electronics engineering
and MBA from a reputed institution in India.
The company manufactures
and markets plastic doors (GTEX brand) for bedrooms, bathrooms, office rooms,
balcony etc. These non-wood doors can be used for residential houses,
institutions like schools, office, hospitals as well as commercial shops, malls
etc. The market for plastic doors was growing at the rate of 50% annum. Raj
Door was having a market share of 14% in the year 2008. Kintex and Aptak were
the leading players with market share approximately 28% and 20% respectively.
Balance market was dominated by smaller players as well the players in the
unorganized sector. The market was overall dominated by wooden doors. The
market was highly fragmented with no player commanding more than 4% of the market.
Unorganized sector was the dominant player in the wooden door market. Mr. Sunil
was determined to make the company as market leader of the overall door market
(both wooden and plastic) in the next ten years.
The company had segmented
its market into the following segments(a) government organizations like CPWD,
Ministry of Defence, Railways etc.;(b) Residential house built by builders ;(
c) commercial organizations and institutions ;( d) individual house owners
built by individuals ;( e) fabricators. ‘We have targeted all the above market
segments for plastic doors, excepting those who want wooden doors’ said Sunil
Mathur. He further added that their sales personnel regularly contacted
contractors who get business from government organizations, where lowest price
and good after-sales-service are the key buying factors. However, when sales
personnel call on builders for residential and commercial complexes for getting
orders, Superior product quality and services are the most important factors
that they have to keep in mind. For house owners and fabricators indirect
channel of dealers are used. They mostly look for low prices and delivery
service. The company developed three sub-brands under GTEX brand. These are
Solidex, Fibrex and Lightex. Solidex brand was suitable for government firms,
institutions, individual houses with medium quality and medium to low prices.
Fibrex brand with high quality was suitable for builders and a few individual
house owners. Lightex brand offered lower quality and low prices for
replacement market and a few individual house owners.
a. Evaluate how the buying behavior is likely to
be different in the Commercial offices from individual households. (5 Marks)
b. Develop a marketing
strategy with focus on: Strategic orientation (whether you would like to be
leader, challenger or follower)? Discuss its implications. (5 Marks)
Assignment Solutions, Case study Answer sheets
Project Report and Thesis contact
www.mbacasestudyanswers.com
ARAVIND – 09901366442 – 09902787224
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