Paper : Strategic Marketing

Code: 452A

General Instructions: The student should submit this assignment in the handwritten form (not in the typed format). The student should submit this assignment within the time specified by the exam dept. The student should only use the Rule sheet papers for answering the questions. The student should attach this assignment paper with the answered papers. Failure to comply with the above Four Instructions would lead to rejection of assignment ,

Specific Instructions: There are four Questions in this assignment . The student should answer all the four questions . Marks allotted 100. Each question carries equal numbers (25 marks) unless specified explicitly. Question 1 a) Pick a company or a brand /business on which to focus. What are the major trends that come out of an environmental analysis ? what are the major trends of uncertainity ? how would a major company in the industry handle those best? b) Explain shareholder value analysis? Why might it help firms? Why might it result in bad decisions ? Question 2 a) Focusing on the airline industry , develop a lit of strategic uncertainties and possible strategic actions b) What is a synergy? What are the sources of snergy? Give examples. Question 3 a) pick a product or a service offering . How would you develop a set of customer survey questions that would measure its quality on an ongoing basis? How would you administer the survey Question 4 a) How would you adapt to the healthy eating trend if you were Mc Donalds or burger king? What are the options? Discuss the problems in implementing each option. How would you deal with those problems.