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Shree Chanakya Education Society'sINDIRA SCHOOL OF BUSINESS STUDIES, PUNE
POST GRADUATE DIPLOMA IN MANAGEMENT-MARKETING (pGDM-M)
End-Semester Examination-December-2011Semester -I
SUBJECT - Basics of Marketing Code: M 106
Total Marks: 60 Duration : 2 ~ hours
Note: 1. Q.1. is compulsory
2. Attempt any three questions out of the remaining four.
3. All questions carry equal marks.
1. Read.the following case and answer the questions
For Many years in Western developed Country's McDonald's enjoyed worldwide success.
built on a few well known, highly standard conditions. The company with the golden arches
served a simple menu - Burgers, French Fries, and Milkshakes or soft drinks. The food was
priced low, its quality was consistent, and it was served speedily from establishments that all
looked alike and were extremely clean.
In recent years, however, McDonald's has seen its growth rate slow down and its dominant
market position slip. Why? The changes had been occurring in the company's external
environment.
For many years McDonald's main customers were the young couple with many Kids. Today
people are marrying at later age and families have fewer kids. So the traditional customer
base is eroding.
The customer today has become more health conscious. Let's face it -Burgers, fries and
shakes are not exactly at the top of dietitians menu recommendations today.
Also consumers want convenience. In the past they hopped in the car and drove to
McDonald's. Today they can pop something, Into the microwave oven or phone Domino's to
have a Pizza delivered. Another challenge came as consumers became more concerned about
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Physical environment. McDonald's polystyrene burger packaging was attacked by people
who demand the use of recycled and or biodegradable products.
Parallel to all these challengers were the growing number and effective competitors.
Questions:
a) Identify and discuss the major environment changes being faced by McDonald's?
b) What course of action should the company CEO pursue to regain its dominant
Market Position?
2. Briefly discuss the concept of Positioning. Explain what is positioning of
a) Santro Car
b) Kingfisher Airlines
c) Pepsi
d) Dalda Ghee.
3. As a chief of highly progressive herbal skin Care Company, poised to tap and penetrate south
Indian market, what will be your marketing plan?
4. How can market research help manager of a service organisation? List examples of hotel,
airlines and hospital.
5. Write 'Short Notes On (Any Two)
a) 4 C's of Marketing
b) Adoption Process
c) Ansoff Model
d) 5 Step decision Model.
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