Guideline
- Complete with your group (ca. 3 students) the tasks and case. Please utilize the answer form in doing so.
- Please hand in your last version prior to the tutorial of 110 minutes (T3) by uploading it to the sharepoint website of the course Marketing.
- Do not forget to bring a hardcopy version of your response to class and prepare as a team how you will exist your answers.
- N.B. This is a group exercise. Every group member is accountable for the work which is handed in at the deadline.
For this reason every group member may be asked by the instructor to clarify your group’s answers.
Task & & Case introduction:
Task # 1
( 60 points: 10 per concern, 20 points for questions 1 and 2).
1) Select an industry: IT and computers.
Examples of industries are: transport, energy, IT and computer systems, grocery stores, publishers, garden centres, travel bureau, employment service, and so on
1a) Please mention for your market of option a minimum of 6 relevant developments in its macro-environment.
(20 points).
2) Please select a company or brand name which operates in your market of choice. The business or brand name of choice must have both consumer – and company customers.
2a) Please mention for your business or brand of choice at least 6 appropriate developments in its micro-environment. (20 points).
3) From this company’s or brand name’s point of view, do the developments you recognized in the macro- and micro-environment, have a favorable or negative impact for the specific business or brand?
4) Draw an organisational chart of your company of choice.
Consist of all sis business and SBU’s (Strategic Company Units).
Case Week 1: Pegasus Airlines (40 points)
Please read the case on page 36-37 and answer the following questions:
- Question 1: Give examples of the needs, wants and demands that Pegasus customers demonstrate, differentiating these 3 concepts. What are the implications of each for Pegasus’ practices? (10 points)
- Question 2: Describe in detail all the facets of Pegasus’ product. What is being exchanged in a Pegasus transaction? (10 points)
- Question 3: Which of the 5 marketing management concepts best applies to Pegasus? (5 points)
- Question 4: What value does Pegasus create for its customers? (10 points)
- Question 5: Is Pegasus likely to continue being successful in building customer relationships? Why or why not? (5 points) Answer FormMarketing Week 1(Total points to be earned: 100)
Assignment # 1
(60 points: 10 per question, 20 points for questions 1 and 2)
1) Select an industry: (20 points)
Industry: IT and computers
1a) Please mention for your industry of choice at least 6 relevant developments in its macro-environment.
Developments in the macro environment + or – impact
- 1 Technological +
- 2 Economic +
- 3 Cultural +
- 4 Political –
- 5 Natural +
- 6 Demographic +
Explanations:
1. There’s obviously been quite some innovations regarding the technology of computers, which also has a great impact on sales of computers and therefore is a positive impact on the macro environment.
2. The economy is more about communicating and working together. Every company nowadays runs on computer software and relies on computers to process the data. This obviously has a positive influence for IT.
3. There’s been developments cultural wise, people are more connect to each other by using a computer and therefore the cultural development has a positive influence on the macro environment
4. Governments are trying to spy on each other and their civilians by using IT technology. This basically scares away from IT in general.
5.The industry nowadays minimises its effect to the environment by limiting chemicals in its processes and minimising the electrical usage of their products and programmes.
6. Population is increasing and therefore the demand of computers will increase over time.
2) Please select a company or brand which operates in your industry of choice. The company or brand of choice must have both consumer – and business clients. (20 points)
Company or brand: Microsoft
2a) Please mention for your company of choice at least 6 relevant developments in its micro-environment.
2a) Developments in the micro environment + or – impact
- 1 The Company +
- 2 Suppliers +
- 3 Marketing intermediaries +
- 4 Competitors –
- 5 Publics +
- 6 Customers +
Explanations:
- 1. Microsoft is a big company therefore it should be logical that Microsoft has his own marketing department etc.
- 2. Suppliers have a positive impact because they deliver the goods that Microsoft needs to produce their product.
- 3. Microsoft has a lot of good relationships with other firms which allows them to expend in their production and possibilities.
- 4. Apple, linux are big competitors so Microsoft can struggle which means it has a negative impact.
- 5. Microsoft is well-known around the world, everyone that thinks about computers think about Microsoft.
- 6. Everyone uses a computer and since windows is one of the biggest in the market at the moment, Customers obviously have a positive impact.
3) From this company’s or brand’s perspective, do the developments you identified in the macro- and micro-environment have a positive or negative impact for the particular company or brand? (See tables abover for questions 1a and 2a for indicating positive (+) or negative (-) impact and/or type an explanation here)(2 x 5 = 10 points)
4) Draw an organisational chart of your company of choice. Include all sister companies and SBU’s (Strategic Business Units).(10 points)
Case Week 1: Pegasus Airlines
(40 points)
Please read the case on page 36-37 and answer the following questions:
Question 1: Give examples of the needs, wants and demands that Pegasus customers demonstrate, differentiating these 3 concepts. What are the implications of each for Pegasus’ practices? (10 points)
Needs: Low prices
Wants: If a delay of more than 3 hours occur, they get a full refund.
Demands: Innovative destination in offers.
Question 2: Describe in detail all the facets of Pegasus’ product. What is being exchanged in a Pegasus transaction? (10 points)
On-time departure, Information support by e-mail and SMS, Credit & Loyalty card, Refund in case of a 3+ hour delay, Fly Café, Opportunity to choose a seat, Discounts for early booking, Various destinations, customer service strategy lies regularly scheduled.
Question 3: Which of the 5 marketing management concepts best applies to Pegasus? (5 points)
The marketing concept.
Question 4: What value does Pegasus create for its customers? (10 points)
A flight experience with high quality and low cost.
Question 5: Is Pegasus likely to continue being successful in building customer relationships? Why or why not? (5 points)
Yes, if you deliver the customers’ needs and wants, they’ll pick you over competitors and you’ll be successful.
References
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