COLLEGE OF BUSINESS HOSPITALITY & TOURISM

MKT501: INTRODUCTION TO MARKETING

SEMESTER 1, 2021

Tutorial 2
Names: ID#
Alanieta Rasovo- 2010002331
Losalini Ligani- 2006001111
Paulini Racaca- 2006002221
Aayash Lal- 2020003802
Mere Bale 2006005436

Evening Stream: Monday 6pm-9pm

1. Explain what is meant by a market-oriented mission statement and discuss the

characteristics of an effective mission statement. Research for mission statements
and discuss in class session:

Market –oriented mission statement defines the business in terms of satisfying basic
customers’ needs. In order to be effective the following characteristics of mission
statement need to be present in an organization. It should be feasible, meaningful and
specific, motivating, emphasize the company’s strengths, and contain specific workable
guidelines. A mission should always aim high but it should not be an impossible
statement, it should be realistic and achievable its followers must find it to be credible.

The Coca-Cola Company Mission Statement

To refresh the world... To inspire moments of optimism and happiness... To
create  value and make a difference.

2. Define strategic planning and briefly describe the four steps that lead managers and
the firm through the strategic planning process. Discuss the role marketing plays in
this process. Illustrate with an example of your choice.
Strategic planning is the process of developing and maintaining a strategic fit between
the organization’s goals and capabilities and its changing marketing opportunities.
4steps:
 Defining the company mission.
 Setting the company objectives and goals.
  Designing the business portfolio
 Planning marketing and other functional strategies.

Marketing is one of the keys that can direct the company to achieve its goals and objectives
through its functions like which kind of product will enter a specific market, which segment
will target, and which pricing promotions and distribution strategy will we go far. All this
questions marketing is responsible for the right answers. It is a way to communicate and
deliver a win –win situation to the customer and also the stakeholders.

3. Define positioning and explain how it is accomplished. Describe the positioning for
Coca-Cola.
Positioning is the arranging for a product to occupy a clear, distinctive, and desirable
place relative to competing products in the minds of the target consumer.
It is accomplished through product differentiation –actually differentiating the
company’s market offering so that it gives consumers more value.
Coca-Cola has strategically positioned itself within the world soft drink market. They use
strategic positioning in order to have the same image all around the world, which is a
success because it is perceived today as a part of daily life everywhere.

4. Define each of the four Ps of the marketing mix. What insights might an
organization such as RB Patel supermarket gain by considering the four Cs rather
than the four Ps?
Product-means the goods and services combination the company offers to the target
market.
Price-is the amount of money customers must pay to obtain the product.
Place-includes company activities that make the product available to target customers.
Promotion-means activities that communicate the merits of the product and persuade
target customers to buy it.

RB Patel supermarket will have to consider the four Cs rather than the four Ps in order
to increase sales and productivity they will have to focus on customer solutions, customer
cost, convenience and communication in order to build good customer relationship with
their customers. This will allow RB Patel supermarket to gain new customers and also
retain existing customers as well.

5. What should be incorporated as an organizations marketing objective

Promote new products and services.
Launching new offerings, marketing objectives include promoting those new products
and services
Retain existing customers
Rather than focus on new customers acquisitions, you may want to focus on keeping the
existing customers you have already.
Increase market share
 Create local partnerships
Increase promotion.

6. Select an organization of your choice and discuss the concept of business portfolio
Coca-Cola Company

The Coca-Cola Company is the world's largest beverage company with more than 500
sparkling and still brands. Led by Coca-Cola, the world's most valuable brand, the
Company’s portfolio features 15 billion dollar brands including Diet Coke, Fanta, Sprite,
Coca-Cola Zero, vitamin water, Powerade, Minute Maid, Simply, Georgia and Del Valle.
Globally, it is the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices
and juice drinks. Through the world's largest beverage distribution system, consumers in
more than 200 countries enjoy our beverages at a rate of 1.7 billion servings a day. With an
enduring commitment to building sustainable communities, our Company is focused on
initiatives that reduce our environmental footprint, support active, healthy living, create a
safe, inclusive work environment for our associates, and enhance the economic development
of the communities where we operate. Together with our bottling partners, we rank among
the world’s top 10 private employers with more than 700,000 system employees.   Mission
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.   To
refresh the world... To inspire moments of optimism and happiness... To create value and
make a difference.

7. Discuss the BCG (Boston Consulting Group Matrix)

The BCG matrix, also known as the Boston growth-share matrix, is a tool to assess a
company’s current product portfolio. Based on this assessment, the Boston matrix helps in
the long-term strategic planning of the company’s portfolio, as it indicates where to invest, to
discontinue or develop products. As the name suggests, the BCG matrix has been developed
by the Boston Consulting Group, and it has become a very popular tool to assess a
company’s portfolio and derive strategic investment decisions.
The BCG matrix assesses the company’s product portfolio by placing each product, division
or SBU (strategic business unit) on a 2×2 grid. How does the BCG matrix work in detail?
The placement of products on the grid is done by investigating two dimensions, which are the
axes of the grid: the product life cycle and the experience curve. Since both criteria are
rather hard to quantify, proxy values are used to illustrate these two dimensions. The product
life cycle is reflected by market growth, and the experience curve is mirrored by the relative
market share. These two values have to be identified for each product/division/SBU to place
them on the grid. Based on the position of each product/division/SBU on the BCG matrix,
investment or disinvestment decisions can be taken.
8. The four P’s of marketing in this current time is very closely linked to the 4C’s of
marketing: discuss what they are?

The four Cs are:

Customer solution 
Customer cost 
Convenience 
Communication
The 4Ps more customer-centric. This leads to a redefining of the 4Ps to the 4Cs as follows:
Product—Customer solution
Price—Customer cost
Place—Convenience
Promotion—Communication

9. Distinguish between market penetration/market development/product development

and diversification

Market penetration is a growth strategy increasing sales to current market segments

without changing the product.
Market development is a growth strategy that identifies and develops new market
segments for current products.
Product development is a growth strategy that offers new or modified products to
existing markets segments.
Diversification is a growth strategy through starting up or acquiring businesses outside
the company’s current products and markets.

10. Distinguish between market segmentation/target marketing and market positioning:

Market segmentation-is the division of a market into distinct groups of buyers who have
different needs, characteristics, or behaviour and who might require separate products or
marketing mixes.
Target marketing-is the process of evaluating each market segment’s attractiveness and
selecting one or more segments to enter.
Markets positioning- Positioning is the arranging for a product to occupy a clear,
distinctive, and desirable place relative to competing products in the minds of the target
consumer.
Practical Assignment: Case Study: Vodafone Fiji Ltd: Research and discussion to be
carried out in your Groups: You need to read the above case and visit Vodafone’s
(International & Fiji) website.

About Vodafone Fiji:

Vodafone Fiji Limited is part of Vodafone Group Plc, a leading mobile communications
company with over 350 million proportionate customers worldwide. Vodafone Fiji which is a
partnership with Amalgamated Telecom Holding Fiji provides mobile telecommunications
services to over 650,000 Fiji customers. The global company has equity interests in 26
countries and partner networks in a further 33 countries, the largest global footprint.
Vodafone is an energetic, fun business that touches all parts of Fiji society. We thrive on
simplicity, trust and innovation and take great pride in the awesome initiatives we support.

Vodafone Business Strategy

Where Vodafone is heading: In November 2010 they set out a new strategy to develop from
a strong Vodafone into a more valuable Vodafone. The strategy is driven by a focus on four
key areas of growth potential: Data services: Customer appetite for the mobile internet and
related services will be the single biggest driver of Vodafone our business going forward.
Emerging markets: Vodafone’s businesses in Africa and India are growing strongly as
mobile communications are having a transformational impact on people’s lives.
Enterprise and total communications: Businesses account for a large part of Vodafone’s
activity and growth in this sector will be driven by employees becoming more mobile,
devices more secure and the convergence of fixed and wireless communications. Value
Enhancement
Vodafone will drive operational performance through customer value enhancement (which
replaces revenue stimulation) and cost efficiency. Value enhancement involves maximising
the value of their existing customer relationships, not just the revenue. This will require a
more disciplined approach to commercial costs to ensure Vodafone’s investment is focused
on those customers with higher lifetime value. Vodafone is confident that by targeting their
offers, they can deliver more value to their customers and have a better financial outcome for
the company.

Questions: Research and discussion to be carried out in your Groups: You need to read
the above case and visit Vodafone’s (International & Fiji) website.

1. After having read the above case study; identify Vodafone’s market strategy?

Vodafone Fiji Pte Limited is a 100% locally owned entity, of which 51% is owned by Amalgamated
Telecommunications Holdings and 49% by Fiji National Provident Fund. Since our inception in 1994,
Vodafone continues to explore new boundaries in the mobile telecommunications realm and bring to
all Fijians, the next level of mobile innovation. Vodafone strives to be a world class organization with
continuous improvements in the organization's work systems and processes delivering world class
services and solutions to more than 780,000 subscribers on its network with a population coverage of
circa 96%.
Here in Fiji the main objective is to bring in innovative ideas and ways to deliver in terms of
customer’s communication needs thus concentrate on some of this key point:

- become the primary internet provider for Fiji with over 1 million active connections on the network
as customers have multiple data and voice connections.

- Smartphone Penetration stands at 78% in the Fiji market and this is above the global benchmark of
75%.

-Data growth has been phenomenal and in the last 2 year data usage has grown by 400%.

-The total data traffic that went through the Vodafone network 2 years ago was 10 Petabyte (PB).
Data usage on the Vodafone network currently, has increased to 40 Petabyte (PB) and is forecasted
to grow exponentially.

-Over ½ Million Fijians are now on social media (Facebook, Twitter etc) and communicating across
Fiji and abroad through new mediums like Viber, What’s App & Messenger.

-Smartphone penetration is expected to reach 80% in 2019 due to the availability of competitively
priced smartphones in the market.

2. You are required to visit VFL website and identify Vodafone Fiji’s marketing mix elements: (4P’s:

price/product/place/promotion): select any one product only.

Marketing mix is a combination of many features that can be represented by the four Ps.

 product - features and benefits of a good or service

 place - where the good or service can be bought

 price - the cost of a good or service

 promotion - how customers are made aware of a good or service

How Vodafone combat the 4Ps with their MPAISA product.

 Product - M-PAiSA is a Vodafone Money Transfer Service that enables you to send and receive
money anywhere in Fiji using your Vodafone or Inkk mobile phone. You can also receive money from
Overseas. You do not need a bank account to use this service.

M-PAiSA provides an instant, secure, affordable and convenient means to sending & receiving money
to any mobile phone anywhere in Fiji and is available to every registered subscriber on the Vodafone
network, whether on Prepay or Postpay or Inkk. Registration to access the M-PAiSA service is
absolutely FREE!

 Place - The M-PAiSA service shall be available from all Vodafone Retail Centres and authorized M-
PAiSA agent outlets in all major towns, cities and localities Fiji wide. These include supermarkets,
banks, recharge dealers & other retail outlets near you. A full list of M-PAiSA agents is available on
the Vodafone website.

 Price – Any Vodafone or Inkk users can register and open an M-PAiSA account with a balance of
FJD $0.00.
 Promotion – Customers are made aware with a purchase of any new phone together with new sim.

Vodafone advertises Mpaisa product with the use of their agency Fiji wide and through media.

3. Discuss how Vodafone builds on customer value?

They do not rely entirely on marketing thus establish network that assist is creating superior
customer value, where the company partners up the suppliers, distributors, and the customers.

It builds a profitable relationship especially with corporate companies in Fiji.

4. Work in pairs and carry out VFL’s SWOT analysis?

STRENGTHS
 Cost advantage
 Current leaders in quality service
 Largest distribution network
 Ability to constantly innovate

WEAKNESSES
 To prove credibility
 Price pressures
 Need for Government support
 Awareness

OPPORTUNITIES
 To sustain passion and commitment
 Attain higher value services
 Collaborative business needs to be explored
 Low penetration level in rural markets.

THREATS
 Foreign investment
 Other competition eg. Digicel