Get premium membership and access revision papers, questions with answers as well as video lessons.

Strategic Marketing Question Paper

Strategic Marketing

Course:Bachelor Of Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2009

Read the following case and answer the questions that follow

Koris clothing specialty store was started in 1996 in Nairobi by a group of young entrepreneurs. Today it has grown and it has two stores in the CBD and plans for rapid expansion .However its competitors mainly deacons and Woolworths attract a big market share in the economy.
You have been employed as its new marketing manager whose main responsibility is to grow the company’s customer base and make the company the leading clothes dealer in Kenya. Keep in mind that the employees in the company project a quality imagr as they are truly trained in selling techniques, fitting garment care, fabrics and styles allowing them to deal with discriminant buyers.

Required
a) State what marketing position koris clothing’s is in (2marks)
b) Identify and explain what strategies you can use to achieve the companies vision and mission and justify your answer (8marks)
c) Explain the pricing strategies that the company can put in place (5marks)
d) Outline the five major components of a strategy in terms of koris clothing store.(10marks)
Question 2
Using suitable examples, describe the Boston consultancy group (BCG) growth share matrix showing appropriate strategies that a marketer can use in product portfolio analysis(25marks)
Question 3
With relevant example briefly discuss the following terms as used in strategic marketing.
a) Hold or maintain strategy
b) Market specialization
c) Strategy vs tactic
d) Market nicher strategy
e) Divestment (25marks)
Question 4
You are the brand manager of a new line of hair care products with versions for both men a women. Describe an understanding of strategic marketing would be useful to you in terms of
a) Market segmentation
b) New product introduction
c) Promotion strategy
d) Differentiation strategy
e) Horizontal integration (25marks)
Question 5
The PLCS offers useful insights into the nature and scope of the strategic situation facing a firm .Each stage calls for different challenges and oppurtunities in respect to strategic marketing .Analyze this statement and highlights the various strategies in the various stages of the PLC
QUESTION 6
a) Briefly explain the micro environmental factors that a company may consider in its quest to form a good marketing strategy
b) Briefly explain the challenges faced when implanting and controlling the marketing strategy

Strategic Marketing Question Paper

More Question Papers

Popular Exams