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Aba 309: Marketing Strategy And Planning Question Paper

Aba 309: Marketing Strategy And Planning

Course:Marketing Strategy

Institution: Maseno University question papers

Exam Year:2008

MASENO UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009

THIRD YEAR FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION WITH IT

ABA 309: MARKETING STRATEGY & PLANNING

Date 3rd December, 2008 Time 8.30 a.m – 11.30 a.m.
INSTRUCTIONS
Answer Question ONE and any other THREE questions.

Q1. SKYCOM International is a telecommunications firm based in Europe. It intends to set a fourth mobile phone solution in Kenyan market.
Required:
Prepare for them the following:
(i) A SWOT analysis for the Kenyan business environment. [10 Marks]
(ii) A tentative marketing plan. [15 Marks]

Q2. (a) With a relevant example, explain the meaning of the term ‘Strategic Business Unit’. [3 Marks]
(b) Outline the conditions necessary for an entity to be considered an SBU. [12 Marks]

Q3. Discuss the Porter’s Generic Strategy Model.
[15 Marks]

Q4. (a) What is meant by ‘primary demand marketing strategies?’
[3 Marks]
(b) Identify and explain the various primary demand strategies available to a marketer.
[12 Marks]
Q5. Who is a market challenger? Explain the various marketing strategies adopted by a market challenger. [15 Marks]

Aba 309: Marketing Strategy And Planning Question Paper

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