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NMIMS - GLOBAL ACCESS SCHOOL FOR CONTINUING EDUCATION

Programme: DMM/PGDMM

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Academic year: 2013 - 2014Subject: Marketing Strategy

Semester: IICourse: NewMarks: 70

Time: 11.00 a.m. to 2.00 p.m.Date: 23.12.2013-------------------------------------------------------------------------------------------------------------------_ .._,...---------------------

Instructions:

1. Answer to each new question to be started on a fresh page.2. Figures in bracket indicate full marks.

Question (1) Attempt any 2 out of 3 (Marks 2X 5=10)

1. Differentiate between Strategy and Tactics

2. What is a Mission Statement

3. BCG matrix

4. Forward Integration

Question (2) Write short notes on any 2 out of 5 (Marks 2X5=1O)

1. Differentiation Strategy

2. Ansoff Matrix t'

3. 4A's of Marketing

4. Malcolm Baldrige Model

5. Value Chain analysis

Question (3) Attempt any 3 out of 5 (Marks 3X10=30)

1. Explain various factors which can affect a company's pricing strategy?

2. What is consumer-oriented strategy? If you were a manager how would you make your

. strategies more consumer-oriented

3. What are the Porter's Generic Strategies which a company can follow?

4. Explain the strategies adopted by Market follower and Market Challenger.

5. Explain how companies grow via Vertical and Horizontal Integration.

Question (4) Answer the Case Study below: (Marks: 20)

Premium brand that is widely respected in the world is Singapore Airlines (SIA) which is particularly wellknown for the quality of its product offering and excellence of service standardsAfter operating as Malaysian Airways and then as Malaysia-Singapore Airlines, SIA was officiallylaunched in 1972. Today SINs network reaches out to 93 destinations in 42 countries, serving Asia,Europe, North America, the Middle East, the South West Pacific and Africa. Its regional airline subsidiarySilkAir serves 21 destinations in 8 countries. SIA has also created a number of strategic alliances withother major world airlines to serve other markets jointlv.Product innovation and service excellence form

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the pillars of SIA's operational philosophy. SIA strives to continually 'raise the bar', by setting newproduct and service quality standards for the aviation industry.

As the industry is so competitive, standards are continually improving. SIA has been at the forefront ofdeveloping new initiatives over the years including:

• In the 1970s: first to offer free headsets, a choice of meals and free drinks in Economy class.• In 1991: first with satellite-based in-flight telephones.• In 1995: the introduction of Kris World, a state-of-the-art in-flight entertainment and

communications system across all three classes (First Class, Raffles Class and Economy Class).• Initial training for SIA cabin crew lasts for three months. It is designed to support staff in learning

to anticipate and meet the needs of all passengers,• SIA has taken in-flight dining to new heights with the formation of its International Culinary

Panel (ICP) and the introduction of World Gourmet Cuisine.• First Class passengers are able to enjoy individual compartments (Sky Suites) on 747 flights,

providing a private space including sleeper beds. Cabins are fitted out in leather and burr woodto provide a luxury feel. A

• SIA provides an excellent example of continuous improvement in the face of extensive globalcompetition. Staying ahead of the field means that a company can never afford to stand still.

1. Explain Porter's Five Forces with reference to Singapore Airlines.2. As a manager how you get in greater growth into the company

( 10 marks)( 10 marks)

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