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Universityof ColomboFacultyof ManagementndFinance

Postgraduate Mid - careerDevelopment nitMasterof BusinessAdministration n MarketingSemesterII (Second-half)Examination June,20IA

MBAMK 610: StrategicMarketingThree 03)hours

Answer our (04) questionsncludingquestionnumberone (01)

01.i .

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Strategicmarketingmanagement ealswith such ssuesas'where arewe now?', wheredo we want to be?', 'how might we get there?', which wa)'is best?',and, how can weensurearrival?'. Describe how the each of the major elementsof strategicmarketingmanagement rocess asbeencentered n all theabove ssueso capture heir domain.

(14marks)

Assume that your company consistsof the corporate evel, the division Level, thebusiness nit level, and the product evel. Examining the differencesamong each evelfrom theoreticalperspective, reparea businessplan for one of your strategicbusinessunitswith suitableassumptions. ( 18marks)

The 'Market Attractiveness BusinessPosition Matrix' provides a structuredway toevaluatebusiness units on two key dimensions. dentify these two dimensions andexplain how strategicanalysiscan be related o eachof them. What are the very basicstrategic nvestment ssues hat canbe addressedasedon this model? (08 marks)

(Total 40 marks)

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02.i' An organizationcan be disaggregatedn terms of functionalization or the purposeofinternalanalysis.Someother het-rreticalodelcan alsobe applied or disaggregating

business rganizationbr internalanalysis.Analyzehis statement ( 2 marks)

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Briefly explain he mplicationof theconceptAbell to a business rsanization.

"StrategicWindow" explained y DerekF.(04marks)

03.

Differentiateollowing pairsof conceptsa. Downstream aluechainandupstreamu,aluechainb. Marketingmyopiaandcompetitormy,opia (04 marks)

(Total 20 marks)

Understanding ompetitivepositionof a business irm in the marketplace s veryimportant o classify irms by the roles hey play in the targetmarket.Classify herolesplayedby the variousbusinessirms n a particular trategic roupby taking hemarketshareas a criterion.Explainstrategieshat can be adoptedby the firm whichplays he challengerole n the marketplace. ( 0 marks)

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Explain he potential ources f competition.

Explain how the concept 'performanceSynergy' can bePrinciple'.

(05marks)

re la ted o the 'sca lar(05 marks)

(Total 20 marks)

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04.

05.i .

DifferentiateSustainableCompetitiveAdvantage' SCA) from 'Key Successactors'(KSFs).How CanKSFsbeclassified? (04marks)

ii. Discuss he prerequisitesbetrveen B[Jscanprovide

creating an SCA. Explain how and why 'synergy'SCA that s truly sustainable. (08 marks)

foran

l l l . Erplain the componentsof a businesssoundbusiness trategy houldmaintainorganrzation sing an appropriatemodel"

Understandingmarketer. Tounderstandingstatement.'Vertical integrationstrategies, hich areconcernedwith themovementson the value systemof the organrzation, rovidecosts o the organization.'Commenton this statement.

strategy.Discuss why implementationof aa congruence mongother components f the

(08marks)(Total20 marks)

competitors and their activities can provide several benefits to areaLize hese benefits the marketer should have a comprehensive

about he elementswhich influencecompetitoractions.Elaborateon this( 0 marks)

downstreamand upstreamboth the benefitsand the

(10marks)

(Total 20 marks)

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