Postgraduate Diploma in Marketing

June 2012 Examination

Managing Global Dynamics (MGD)

Date: 20
th
June 2012


Time: 1400 Hrs 1700 Hrs Duration: Three (03) Hrs
Total marks for this paper is 100 marks. There are two parts in this question paper.
All questions in Part One are compulsory. It includes a mini case.
Part Two includes 6 Essay Type Questions. Answer 03 questions from this part.
Instructions to candidates
1 State your Registration Number on the front cover of the answer book and on
each and every additional paper attached to it. Your name must not appear
anywhere in the answer book or answer scripts.
2. Always start answering a question on a new page.
3. You are reminded that answers should not be written in pencil or red pen except
in drawing diagrams.
4. Answer the questions using:
Effective arrangement and presentation
Clarity of expression
Logical and precise arguments
Clear diagrams and examples where appropriate
5. Illegible hand writing and language errors will be penalised.

Page 2 of 6


PART ONE

Answer all Questions

Question 01: Case Study
Open Happiness and Enjoy Life's Simple Pleasures with Coca-Cola

The Coca-Cola Company is the world's largest beverage company, refreshing consumers with more
than 450 sparkling and still brands. Along with Coca-Cola, which is recognised as the world's most
valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke,
Fanta, Mint Sprite, Coca-Cola Zero, and Vitamin Water, POWERADAE, Mintute Maid and Georgia
Black Coffee. Globally, they are the No. 1 provider of sparkling beverages, juices and juice drinks and
ready-to-drink teas and coffees. Through the world's largest beverage distribution system,
consumers in more than 200 countries enjoy the Company's beverages at a rate of 1.5 billion
servings a day. With an enduring commitment to building sustainable communities, the company is
focused on initiatives that protect the environment, conserve resources and enhance the economic
development of the communities where they operate.
New Global Integrated Marketing Campaign for Coca-Cola embraces a positive outlook through
Award-Winning "Coke Side of Life." Campaign launches in the U.S. and worldwide over the next few
weeks. Building on the award-winning "Coke Side of Life" campaign, The Coca-Cola Company today
invites the billions of people around the world who love to pause and refresh themselves with a
Coke to "Open Happiness" to continue to enjoy one of life's simple pleasures. That is the central
message for "Open Happiness", Coca-Cola's new global integrated marketing campaign that
launches in the U.S.
Open Happiness will serve as the platform for all integrated marketing for brand Coca-Cola globally.
The fully integrated campaign including new point of sale promotions, outdoor and print advertising,
digital and music components and more will roll out throughout the first half of the year in markets
around the world. Throughout its history, Coca-Cola has always tried to express a refreshingly
positive view of the world. Open Happiness builds on that heritage, recognising that even with the
difficulties and stress of modern-day life, there still are opportunities, every day, to find a moment to
recognise life's simple pleasures. This new campaign reminds people that Coke is always there to
offer that small moment of fun and refreshment when they need it.
Page 3 of 6

Open Happiness is an evolution of the Coke Side of Life, a campaign that featured award-winning
commercials such as "Video Game," "Happiness Factory," and "It's Mine" and was used as the
primary marketing platform in nearly every one of the more than 200 countries around the world
where Coca-Cola is sold. The new campaign will continue to invite people to bring positivity,
optimism and fun into their lives through an engaging, creative and updated message. The
campaign also was developed to provide a clear role for Coca-Cola, setting the stage for a rich in-
store and shopper experience.
"Open Happiness is designed to work at every level, from national advertising all the way down to
coolers and store shelves, with a clear call to action at the point of purchase." "The combination of
inspirational marketing and in-store execution in collaboration with their bottling partners
worldwide will ensure they continue to reinvigorate the sparkling category."
"Central to Open Happiness is the simple notion of enjoying an ice-cold Coca-Cola and taking a small
break from the day to connect with others," said the chief marketing officer of Coca-Cola North
America. "With this new campaign, that's exactly what we're inviting people to do more often, open
a Coke and share a little happiness." This is the Coke theme to promote the brand globally.
I. In every marketing activity it is important to understand potential buyers and the process they
use to select one product over another. Though the consumer consumption patterns are varying
greatly from one country to the other, Coca Cola is going to use one integrated marketing
campaign globally.
What can be the key aspects they have considered to understand the consumer market for the
beverage product? (15 Marks)
II. By introducing different branded beverages, Coca Cola Company has tried to adapt their
beverage products to different national markets. Analyse the benefits of Product Adaptation
to the company. (10 Marks)
III. a. What are the social marketing practices used by Coca Cola? (05 Marks)
b. Assume that you are the marketing manager of this global company. Suggest some new ideas
you will implement to make the products more socially acceptable.
(10 Marks)
(Total 40 Marks)
Page 4 of 6

PART TWO
This part includes SIX Essay Type Questions
Answer total of THREE questions from this part

Question 02
In international business national interest depends on a political leaders actions and decisions.
However there are certain common goals which any host country pursues.

a. What is meant by host country and national interest? How do these affect an
international business?
(10 Marks)
b. Evaluate 5 goals a host country should pursue when engaging in international business.
(10 Marks)
(Total 20 Marks)

Question 03
When developing a global distribution system, a marketer should decide the strategies to transport
products from the manufacturing location to the consumers both in the home country and abroad.

a. Who are the key players of an international distribution system?
(10 Marks)
b. Analyse the important factors to be considered when developing a distribution strategy.
(10 Marks)
(Total 20 Marks)



Page 5 of 6

Question 04
The Consumer Packaging and labeling is one of the major concerns of the global product strategies.
It should provide a sufficient protection for prepackaged goods for consumers. It contains provisions
regarding prevention of fraud and provides for mandatory label information with which consumers
can make informed choices.
a. According to the differences in the marketing environment what are the special
adaptations required in product packaging and labeling? Briefly explain.
(10 Marks)
b. Analyse the performance expectations of international product strategy.
(10 Marks)
(Total 20 Marks)
Question 05
Global markets are expanding rapidly. This has increased the importance of international marketing
operations. In this scenario individual organizational structure plays a crucial role in organizational
tasks.
a. Briefly explain 5 Internal forces and 5 External forces of an organization that influence
international business?
(10 Marks)
b. Draw an organizational design of a firm using an international division.
(10 Marks)
(Total 20 Marks)
Question 06
In global marketing research, researchers collect primary data when secondary data is not available
or usable.
a. Analyse the problems faced when using secondary data.
(10 Marks)
b. What is the process of collecting primary data? Briefly explain.
(10 Marks)
(Total 20 Marks)
Page 6 of 6

Question 07
A firm operating internationally should use different promotional methods to establish itself in the
markets they operate in.

a. Identify and explain 5 international promotional methods.
(10 Marks)
b. Analyse the options available to an international business when selecting an advertising
agency.
(10 Marks)
(Total 20 Marks)
(Total 60 Marks)












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