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Mkt 601 Global Marketing Strategy Town Campus Question Paper
Mkt 601 Global Marketing Strategy Town Campus
Course:Masters Of Business Administration Marketing Management
Institution: Kca University question papers
Exam Year:2014
UNIVERSITY EXAMINATIONS: 2013/2014
EXAMINATION FOR THE MASTERS OF BUSINESS ADMINISTRATION
(MBA) MARKETING MANAGEMENT
MKT 601 GLOBAL MARKETING STRATEGY TOWN CAMPUS
DATE: AUGUST, 2014
TIME: 3 HOURS
INSTRUCTIONS: Answer Question One and Any Other Three Questions
QUESTION ONE (31 MARKS)
Firebridge Tyres Ltd (FTL) is a wholly owned UK subsidiary of Gonzales Tyre Corporation (GTC) of
the USA. FTL manufactures and sells tyres under a number of different brand names.
(a) Firespeed, offering high product quality, at a price which offers good value for money.
(b) Freeway, a cheap brand, effectively a standard tyre.
(c) Tufload, for lorries and commercial vehicles.
FTL has good relationships with car firms and distributors.
GTC is rather less focused; not only does it make tyre and some other components, but it also owns a
chain of car service centres specialising in minor maintenance matters such as tyre replacement,
exhaust fitting, and wheel balancing.
FTL has experienced a fall in sales revenue, partly as a result of competition from overseas producers,
in what is effectively a mature market. Moreover, sales of new cars have not been as high as had been
hoped, and consumers are reluctant than before to part with their money.
FTL’s managers have had meetings with GTC’s managers as to how to revive the fortunes of the
company. FTL would like to export to the US and to Asia. GTC has vetoed this suggestion, as FTL’s
tyres would compete with GTC’s. Instead, GTC suggests that FTL imitate GTC’s strategy by running a
chain of service stations similar to GTC’s service stations in the US. GTC feels that vertical integration
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would offer profits in its own right and provide a distribution network which would reduce the impact
of competition from other tyre manufacturers. GTC has no shortage of cash.
You are a strategic consultant to FTL.
Required
(a)
Discuss the external global marketing environmental factors that would influence FTL’s
strategic choice in the global market.
(b)
Identify and explain strategies that a global firm can adopt in order to avoid competitive
disadvantage.
(c)
(20 Marks)
(6 Marks)
Identify and explain the protectionism measures countries use to reduce pressure from foreign
competition on their domestic firms.
(5 Marks)
QUESTION TWO (23 MARKS)
a)
Perlmutter''s EPG model states that senior management at an international organisation holds
the primary orientations when building and expanding its multinational capabilities. Identify
and explain those key international marketing management orientations that a global firm can
adopt.
b)
(10 marks)
Identify and explain entry marketing strategies that a company can adopt in a global
market.
(13marks)
QUESTION THREE (23 MARKS)
a)
Using relevant examples identify and explain the barriers of standardisation of marketing mix
in a global market.
b)
(10 Marks)
“While design the global marketing plans there are several planning problems that marketing
managers has to contend with in the global market” Discuss this statement.
(13 Marks)
QUESTION FOUR (23 MARKS)
a)
As an independent marketing consultant you have been asked to brief your marketing staff on
the following issues.
i) Strategies to create competitive advantage in a global market.
ii) Factors to consider when choosing a method of entry to a particular international
market.
(10 Marks)
(6 Marks)
What information would you include in your presentation?
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b)
Using relevant Kenyan examples identify and explain the reasons why companies are moving
towards the global stage.
(7 Marks)
QUESTION FIVE (23 MARKS)
Foreign market selection should be done in such a way that ensures for a best match between the firm
and the selected foreign markets. Explain the application of Boston Consulting Group (BCG) and
competitive advantage models in selection of foreign markets to enter.
(23 Marks)
QUESTION SIX (23 MARKS)
Critically discuss the causes of gray market in a global market and the strategies that can be used to
curb such market practices.
(23 Marks)
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