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MKT501 Assignment 1 Solution Fall 2021

MKT501 Assignment 1 Solution Fall 2021, MKT501 Assignment Solution 2022, MKT501 Assignment Solution 2021, MKT501 Assignment 1 Solution 2022.

MKT501 Assignment No 1 Due Date 24 December 2021. Assignments after the due date or submitted via email will not be accepted. The basic objective of the assignment is to make students familiar with the concept and importance of strategic marketing planning.

Scenario:

The mobile phone market in Pakistan has really developed in the previous two decades or so. The boom in the mobile phone market has seen quite some new companies entering Pakistan with their product offerings and the market has seen some tough competition not only in Pakistan but across the globe. Chinese mobiles have also changed the landscape of mobile phone market shares. In the Pakistani market (according to the current statistics) almost 23.38% of the market share rests with Samsung, thus it has a substantial market share along with wide distribution as well as a variety of products and consistently available newer products. Samsung is followed by Oppo and Vivo which hold the second highest market shares in the Pakistani market with 13.41% and 12.01 respectively, which is consistently on the rise as well. Even though the difference in market shares of Samsung as compared to Oppo and Vivo is significant however Samsung is facing a huge decrease in its market share due to the rising shares of its competitors. Infinix is another prominent name in the market as well, recently crossing Huawei and some other prominent companies; however, they have comparatively less market share 10.32%, and spend less on their R&D while not getting into any head-on battle with the market giants. Apple is very popular in American and some other developed markets concentrate on a selected few target markets in Pakistan. They have narrow market segments with a tailored marketing mix for those segments.

Requirements:

As per the provided scenario, identify the types of market dominance strategy being followed by the following companies (only mention the strategy name in front of the company name in the answer; avoid unnecessary details):

  • Samsung
  • Oppo
  • Vivo
  • Infinix
  • Apple

2. Provide any four characteristics of a successful ‘Market Follower’. (4 marks)

MMKT501 Assignment 1 Solution Fall 2021

  • Samsung          =          Leader
  • Oppo               =          Challenger
  • Vivo                =          challenger
  • Infinix             =          Follower
  • Apple              =          Nicher

Market Followers Characteristics:

  • Minimal risk of competitive attacks .
  • No risk of bad business model.
  • This type of company never challenges the leader. However, it can usually maintain market share with significantly lower investment costs than the market leader.
  • No need to educate customers about the product because innovators have already done so.
  • Minimizing the cost of market and technological research.
  • Being able to understand customer problems and the product features that solve those problems.

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