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International Fashion AcademyParis & Shanghai

Postgraduate Department

Intake

IFA MBA Program

Module Name

Strategic Marketing

Lecturer Name

Dr. Pierre X. Camps, DBA

Student Name

Faizan Iqbal

Examination Type

Final Exam

Weighting (%)

50 %

Date

Thursday 17th December

Grade (on 100)

100 marks in total, awarded according to the following table:


Question
Question
Question
Question
Total

1
2
3
4

25 points
25 points
25 points
25 points
100 points

Smartphone, documentation, textbooks: strictly not allowed. All telephones


must be turned off during the full length of the exam.

Students are allowed to use their laptop only for the present document.
Students are allowed to use their laptop English dictionaries at the end of
the exam in order to proofread their document.
Maximum given time: two hours for the four questions.

Specifications:
Please answer using your personal computer using this MS Word document.
This document must be PDFed before being posted to the LMS, and
forwarded by email to pierre.camps@gmceducation.com Please name the
document using your last name in capital letters, e.g.:
CAMPS_STRATEGIC_MARKETING_FINAL_EXAM
Questions:

1. In what respect Consumer Insight Research is fundamental to


planning Strategic Marketing, and Marketing Communication as
well? (one page maximum).
2. Using bullet-points, list and explain in a few words the major steps in
the Strategic Chain when designing a customer-driven marketing
strategy: (one page maximum).

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350 Xian Xia Road 200040 Shanghai, China / +86 21 6275 0055 / ifa-edu.cn

International Fashion AcademyParis & Shanghai


Postgraduate Department

3. Using bullet-points, list and describe in a few words the principles


parts of the marketing plan (two pages maximum).
4. Crossing
Customers
Needs,
Companys
Capabilities
and
Competitor's Offering we identify Competitive Advantages in a way
that rivals cannot. In the context of the Strategic Chain, please
explain and defend the quest for Competitive Advantages (one page
maximum).
1- In
what
respect
Consumer
Insight
Research
is
fundamental to planning Strategic Marketing, and Marketing
Communication as well? (one page maximum).
Ans:

when designing the customer driven marketing strategy

the major steps that needs to be follow are as follow


-

Customer needs

Market segmentation

Target group

Fresh and deep insights into customers needs and customer wants

What is more difficult to obtain in customer insights are


Not obvious
Customers unsure of their behavior

Accurate information and more effective and efficient use of existing


information

Companies are forming customer insights teams, include all


company functional areas, Collect information from a wide variety of
sources, and Use insights to create more value for their customers.

Market communication system:


Most of the companies having internal communication system that calls
Marketing Information System (MIS)
MIS consists of several people and procedures that are implemented on
following factors
Assessing the information needs that what information is
needed

18-24 Quai de la Marne 75019 Paris, France / +33 147 70 37 77 / ifa-edu.fr


350 Xian Xia Road 200040 Shanghai, China / +86 21 6275 0055 / ifa-edu.cn

International Fashion AcademyParis & Shanghai


Postgraduate Department

Developing needed information that how it needs to be


communicate
Providing it to decision makers to use the information in
appropriate way for customers.

2- Using bullet-points, list and explain in a few words the


major steps in the Strategic Chain when designing a customerdriven marketing strategy: (one page maximum).
Ans- To design the customer driven marketing strategy the major steps
would be as follow Services: services may vary from different firms
financial services provided by banks, in corporate sector, services
provided by the assurance companies.
IT technology services: provided by IT company, and other web portals
etc.
Hospitality services: provided by hotels, restaurants, and corporate
travellings as in luxury travelling sponsored by companies or big brands.
Writers & Bloggers: where an author provides a service presents
information, interesting articles, different topic readings etc.
Use of standard Marketing Mix: the standard marketing mix are the 4
Ps Price, Product, Place and Promotion.
The 7 Ps of marketing: Product, Price, Place, Promotion, People, Process
and Physical evidence are the services in marketing.
Product: design ability, usability, technology, functional, value, quality,
brand and warranty.
Price: price penetration, low cost, less leaders.
Place: market segmentation, target group, geographical location.
Promotion: sale on products, advertising, special offers, give away and
soviegneirs.
People: customer services, employees or employers, insight culture.
Process: deliveries, lead times, and complaints.

18-24 Quai de la Marne 75019 Paris, France / +33 147 70 37 77 / ifa-edu.fr


350 Xian Xia Road 200040 Shanghai, China / +86 21 6275 0055 / ifa-edu.cn

International Fashion AcademyParis & Shanghai


Postgraduate Department

Physical Evidence: feedbacks, recommendations, and office


environment.
3- Using bullet-points, list and describe in a few words the
principles parts of the marketing plan (two pages
maximum).
Ans: The principle parts of the market plan are as follow
Understand the market place and customer needs/wants
To design customer driven market strategy
Integrated marketing program to deliver a high value to the
customer
To build a profitable relation with customer
Captures value from customers to create equity
To develop marketing plan we must consider the following aspects
1- The marketing mix 4ps that organizations uses to implement the
marketing strategies which includes price, product, place and
promotion.
2- Integrated marketing program that allows planning a comprehensive
marketing strategy that delivers and communicates to the chosen
customer.
3- Also the CRM (customer relationship management), customer
satisfaction, customer relationship levels and tools, basic
relationship and full partnership.
Q 4- Crossing Customers Needs, Companys Capabilities and
Competitor's Offering we identify Competitive Advantages in a
way that rivals cannot. In the context of the Strategic Chain,
please explain and defend the quest for Competitive Advantages
(one page maximum).

18-24 Quai de la Marne 75019 Paris, France / +33 147 70 37 77 / ifa-edu.fr


350 Xian Xia Road 200040 Shanghai, China / +86 21 6275 0055 / ifa-edu.cn

International Fashion AcademyParis & Shanghai


Postgraduate Department

Ans: Competitive advantage is an advantage over competitors gained by


offering consumers greater services or values either through lower prices
or by providing more benefits to that and to justify higher cost products.
To identify the competitive advantage it is compulsory to analyze the
competitors first that what are your competitors doing and on what scale,
if they are successful then why they are successful. Because competitive
advantage requires more values and satisfactory factors to the customers
then your competitors do. Competitive strategies are how firms analyze
the competitors to develop customer relationships profitable and value
based. It is the process of identifying, assessment and choosing the right
competitor.
Identifying the competitor.
Assessment of their strategies, objectives, and swot analysis.
And to decide to go after which competitor.
To achieve the competitive advantage and build a position by product
differentiation, service differentiation, people and image differentiation.
And the value proposition on which the brand is positioned.

18-24 Quai de la Marne 75019 Paris, France / +33 147 70 37 77 / ifa-edu.fr


350 Xian Xia Road 200040 Shanghai, China / +86 21 6275 0055 / ifa-edu.cn