Scribd
Upload
114 views

Scenario-Based Assessment

This document provides instructions and questions for a scenario-based assessment. Question 1 asks students to develop a BCG matrix for Samsung, providing examples for each category. Question 2 asks students to advise a new pizza franchise on market segmentation, target market selection, differentiation from competitors, and market positioning. Question 3 asks students to discuss product/market expansion grid factors and apply them to an emerging beverage brand.

Uploaded by

Thabiso Mathobela
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
114 views

Scenario-Based Assessment

This document provides instructions and questions for a scenario-based assessment. Question 1 asks students to develop a BCG matrix for Samsung, providing examples for each category. Question 2 asks students to advise a new pizza franchise on market segmentation, target market selection, differentiation from competitors, and market positioning. Question 3 asks students to discuss product/market expansion grid factors and apply them to an emerging beverage brand.

Uploaded by

Thabiso Mathobela
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 2

Unit 1 Scenario-based Assessment

Instructions:

• Make sure that you include your Surname, initials, and student number.
• Clearly indicate the question number in your answers.
• Due date: 19 April 2021 via Blackboard Link

Question 1 [12 Marks]

Read each of the scenarios and answer the questions that follow.

Samsung is a company consisting of multiple strategic business units (SBUs) with a diverse
set of products. Samsung sells phones, cameras, laptops and printers, watches, TVs,
microwaves, refrigerators, laundry machines, and even chemicals and insurances. The
challenge for the company has been the formulation of strategy in the way the company
manages the portfolio of products.

1.1 As a recently appointed marketing manager you are required to develop a BCG matrix for
the company to assist corporate strategists in making decisions on allocating resources to
and distributing money across all business units. In your answer provide one product as
an example for each category (Dogs, Cash cows, Question marks and Stars), also explain
your reason for putting the product in that category. (12 marks)

Question 2 [17 Marks]

Fantastic Pizzas is a new restaurant franchise that Mr Reed is planning on opening in


Johannesburg. Fantastic Pizza aims to compete in the market by offering good quality
pizza at affordable prices as well as provide a memorable experience. The first store will
be located in Auckland Park, which is an area buzzing with students and young
professionals. The atmosphere and design of the restaurant will be young, vibrant, and
trendy focusing on attracting the younger generation. Mr Reed needs to determine who
exactly his target market will be, as well as the exact location of the first restaurant, the
menu and the type of marketing communication that will suit his target market.

You are asked to assist Mr Reed in determining the following:


2.1 How will Mr Reeds segment his market? Please support your answers with examples
related to the scenario provided. (8 marks)
2.2 Based on the scenario, which segment will you advise Mr Reed to consider as the main
target market for the franchise? (3 marks)
2.3 In a market filled with few players (such as Debonairs, Romans Pizza etc.) who have a
large market share, explain market differentiation to Mr Reed and state using practical
examples based on their competitors as to how they should differentiate themselves.
(3 marks)
2.4 Explain market positioning in your own words and based on the above differentiation
factors state what positioning would you suggest to Mr. Reed. (3 marks)

Question 3 [8 Marks]

3.1 Mofaya is an emerging beverage brand in South Africa by the renowned DJ Sbu. Discuss
all the product/market expansion grid factors and then apply to the MoFaya brand (Use
practical examples) (8 Marks)

You might also like