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NMIMS Global Access

School for Continuing Education (NGA-SCE) 

Course: Marketing Strategy

Internal Assignment Applicable for June 2020 Examination

Assignment Marks: 30 Instructions:

Instructions :-

•  All Questions carry equal marks.
• All Questions are compulsory
• All answers to be explained in not more than 1000 words for question 1 and 2 and for question 3 in not more than 500 words for each subsection. Use relevant examples, illustrations as far as possible.
•  All answers to be written individually. Discussion and group work is not advisable.
• Students are free to refer to any books/reference material/website/internet for attempting their assignments, but are not allowed to copy the matter as it is from the source of reference.
• Students should write the assignment in their own words. Copying of assignments from other students is not allowed
• Students should follow the following parameter for answering the assignment questions

1. The Finance Minister, India announced reduction in corporate tax rates in Sep-2019. Why is it important for companies in Indian Manufacturing sector, and what are 5 ways (with examples of companies) in which leading companies in the sector can benefit from the development from the point of view of Marketing Strategy? (10 marks) 
    
2. Customer buying behaviour plays an important role in Marketing Strategy, and is affected by four key factors/influences/characteristics. You are working as a Marketing Strategy Consultant. Help your clients by identifying and explaining the major influences on buying behaviour with reasons for application in brand communication/ promotion for the following products/companies/places: (1) Statue of Unity, (2) Netflix India (10 marks)
    
3. Ravi, a fifth generation entrepreneur, hails from a family with expertise in food and beverages industry. Ravi founded ‘XYZ F&B’ in 2020 with a vision to launch and build the first Indian billion-dollar brand in premium chocolates, and feature among top 3 international brands in the same category by 2030. Ravi has hired you as a consultant.
   
   a) Explain various stages and their characteristics in an industry life cycle, with specific comments regarding the current stage of premium chocolates industry in India. ( 5 marks)
   
   b) There are 5 key ways to identify competitive advantages for a brand/ differentiate from other brands, as a part of differentiation and positioning strategy; explain these with suggestionsin context of ‘XYZ F&B’, and suggest a positioning strategy for ‘XYZ F&B’. ( 5 marks )