marketing concepts, goals and strategies
Kingdom of Saudi Arabia Ministry of Education Saudi Electronic University College of Administrative and Financial Sciences Assignment-2 Marketing Management (MGT 201) Due Date: 30th March 2024 @ 23:59 Course Name: Marketing Management Student’s Name: Course Code: MGT201 Student’s ID Number: Semester: 2nd CRN: Academic Year: For Instructor’s Use only Instructor’s Name: Students’ Grade: Marks Obtained/Out of 15 2023-24 Level of Marks: High/Middle/Low General Instructions – PLEASE READ THEM CAREFULLY • • • • • • • • The Assignment must be submitted on Blackboard (WORD format only) via allocated folder. Assignments submitted through email will not be accepted. Students are advised to make their work clear and well presented, marks may be reduced for poor presentation. This includes filling your information on the cover page. Students must mention question number clearly in their answer. Late submission will NOT be accepted. Avoid plagiarism, the work should be in your own words, copying from students or other resources without proper referencing will result in ZERO marks. No exceptions. All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism). Submissions without this cover page will NOT be accepted. Learning Outcomes: 1. 2. 3. Recognize an understanding of the overall marketing concepts, goals and strategies within the context of organizations goals and strategies. (CLO-1) Demonstrate the ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumer’s decision. (CLO-3) Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the changing global environment. (CLO-4) Part-A: Case Study (Max Marks-7) Read the Chapter Case Study “McDonald’s—Colonel Sanders would be Proud, KFC is a Global Brand” from Chapter No- 8 entitled “Global Marketing” given in your textbook/E-book – “Marketing” (8th ed.) by Dhruv. Grewal and Michael Levy (2022) and answer the following Questions: 1. While expanding globally, which sociocultural factors you think have affected KFC? 2. On what basis you may differentiate the growth strategies taken by KFC in the United States and China? 3. Based on you understanding of the BRIC nations, should KFC consider expanding more aggressively into (a) India, (b) Brazil, and (c) Russia? What national features of these countries would provide reasons to support or contradict such an expansion strategy? Part-B: Critical Thinking (Max Marks-3) 1. Think about the various soft drinks that you know from your local market (like Coca-Cola, Pepsi, 7-Up, etc.). Critically examine how do these various brands position themselves in the Saudi Arabian market? (CH-9) Important Notes: • • • Avoid Plagiarism. Support your answers with course material concepts from the textbook and scholarly, peer-reviewed journal articles etc. Need references and use APA style for writing the references. Answer Part-A: Case Study (Max Marks-7) Critical Thinking (Max Marks-3) 1. 2. 3. Part-B: 1.
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