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MBA Marketing Management MKT600-Final Project

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MBA Marketing Management MKT600-Final Project

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Uploaded by

yousefalmaaitah797
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© © All Rights Reserved
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MBA Marketing Management MKT600 Final Project

Section A: Multiple Choice Questions (MCQs) (10PTS/100)


1. Which of the following factors has a significant impact on customer
buying behaviours?

a) Demographic Environment

b) Economic Forecast

c) Marketing Channels

d) Distribution Strategy

2. In times of economic booms, consumers are more likely to spend on:

a) Essential items only

b) Non-essential and luxury items

c) Saving and investments

d) Debt repayment

3. The depletion of natural resources or changing climatic conditions can


lead to:

a) An increase in brand loyalty

b) A decrease in consumer buying power

c) Scarcity in a region

d) A surge in technology adoption


Section B Case Study (20PTS/100)
Case Study: X Luxury Watches

X Luxury Watches, a renowned name in the horology world, is


celebrated for its precision, design, and opulence. For decades, its
watches have been symbols of affluence and discernment. The past
year, however, posed new challenges for X. With the global economy
experiencing a downturn, there was a noticeable tightening of
consumer spending, especially in the luxury segment.

In response to this economic challenge, X's marketing team adapted


their strategies. They introduced a financing scheme, allowing
customers to purchase watches on instalment plans. This offered
flexibility in payment, making luxury items more accessible in
tougher times. Additionally, they began promoting their watches not
just as luxury items, but as heirlooms - investments that could be
passed down through generations, thereby emphasizing their lasting
value.

Parallel to the economic challenges, a demographic shift was


occurring. The young adult population was booming, and X saw this
as an opportunity. To appeal to this younger segment without
sidelining its existing clientele, the brand launched a 'Heritage and
Future' campaign. The campaign showcased vintage X watch models
alongside modern designs, highlighting the brand's rich history while
also emphasizing its forward-thinking approach. Limited-edition
watches with contemporary designs were released, targeting younger
consumers, but these designs maintained the core craftsmanship that X
was known for. Digital marketing efforts were also amplified, with
influencers and celebrities under 30 being roped in for endorsements.
Moreover, the younger generation's increasing interest in
sustainability and environmental conservation was something X
couldn't ignore. X began promoting their watches as "lifetime
purchases" to reduce fast fashion consumption. They also launched an
initiative where for every watch sold, a tree would be planted,
emphasizing their commitment to the environment. The use of eco-
friendly materials in select watch models and sustainable packaging
further showcased X's dedication to the environment.

Questions: Answer the following questions from the case study.

1. Given the economic downturn, how did X adjust its marketing


strategies to maintain sales?

2. Considering the demographic shift towards a younger population,


what three marketing tactics did X employ to appeal to this segment
without alienating its existing customer base?

3. How did X leverage the natural environment and sustainability trends


to promote its luxury watch brand?
Section C: Case Study (20PTS/100)
Case Study: GreenClean

GreenClean is a nascent startup specializing in eco-friendly household


cleaning products. Despite being new, its commitment to
sustainability and the environment sets it apart. Breaking into a market
filled with entrenched brands is no easy feat.

To make an impact, GreenClean decided on a strategic market


segmentation. They divided the market into three main segments: eco-
conscious consumers, households with young children, and
millennials. Given the alignment of their products with sustainability,
GreenClean initially decided to target eco-conscious consumers, as
they would be the most receptive to their offerings.

Positioning is vital, especially in a cluttered market. GreenClean's


positioning statement became: "Purely Natural, Powerfully Effective."
They showcased their products as derived from nature, ensuring safety
for both homes and the environment, without compromising on
cleaning prowess.

Aware of the value of brand equity, GreenClean rolled out a


comprehensive branding campaign. They initiated a loyalty program
named "EcoRewards," where customers could earn points for each
purchase, redeemable for future discounts. Collaborations were made
with environmental influencers, and a "Clean & Green" challenge was
launched on social media, where users shared their sustainable
cleaning routines using GreenClean products. To reinforce their
commitment, GreenClean also pledged a part of their profits to
environmental causes, making every purchase a step towards a greener
earth.

Questions: Answer the following questions from the case study.

1. How did GreenClean segment its target market, and which specific
segment did it focus on initially?

2. What positioning strategy did GreenClean adopt for its products to set
them apart from competitors?

3. How did GreenClean plan to establish strong brand recognition and


loyalty among its consumers?
Section D: Essay Writing (50PTS/100)
Case Study: CRM Strategy for a Global Online Health and Wellness
Subscription Service

Background:
You are the CRM lead for a health and wellness platform that
provides personalized meal plans, workout routines, and mindfulness
exercises. As health trends gain traction globally, the platform has
expanded its user base across continents. While the subscription
model is successful, nuances in dietary preferences, workout trends,
and wellness beliefs across cultures pose challenges. It is imperative
to optimize the CRM strategy to cater to this global audience.
(Construct a coherent answer of 1000 words that includes the below
five questions)

1. How would you adapt the CRM system to ensure it resonates with the
health and dietary preferences of different regions?

2. Given the diverse cultural beliefs around wellness and well-being, how
would you use the CRM to ensure the platform remains sensitive and
inclusive?

3. How can the CRM system be integrated with the platform's digital
marketing efforts to attract and retain subscribers from different parts of
the world?

4. Considering the varying time zones and peak activity times across the
globe, how would you optimize the CRM's communication strategy to
engage users effectively?

5. How would you use the CRM data to understand and predict emerging
health and wellness trends in different regions, and how would you
incorporate this into the platform's offerings?
Evaluation
The assignment will be evaluated on:
 The degree of insights offered, and the level of critical analysis
applied (as compared to description).
 The link to concepts presented in the course (the quality of the
link is critical, not the number of concepts used) and the use of
(well-referenced) external resources.
 Whether the recommendations are valuable, realistic, and well
supported.

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