Department Of Business Administrationcollege Of Administrative And Fin ✓ Solved

Department of Business Administration College of Administrative and Financial Sciences Assignment 2 Due Date: 03/04/2020@ 23:59 Course Name: Marketing Management Student’s Name: Course Code: MGT201 Student’s ID Number: Semester: II CRN: Academic Year: For Instructor’s Use only Instructor’s Name: Students’ Grade: Marks Obtained/Out of Level of Marks: High/Middle/Low Instructions – PLEASE READ THEM CAREFULLY · The Assignment must be submitted on Blackboard ( WORD format only ) via allocated folder. · Assignments submitted through email will not be accepted. · Students are advised to make their work clear and well presented, marks may be reduced for poor presentation. This includes filling your information on the cover page. · Students must mention question number clearly in their answer. · Late submission will NOT be accepted. · Avoid plagiarism, the work should be in your own words, copying from students or other resources without proper referencing will result in ZERO marks.

No exceptions. · All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism). · Submissions without this cover page will NOT be accepted. Assignment-2 Critical Thinking Weightage: 5 Marks Learning Outcomes: · Demonstrate the ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumer’s decision. CLO-3 · Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the changing global environment. CLO-4 Assignment Questions: 1.

Think about the various soft drinks that you know from the local market and chose any 3 out of that ( e.g. Coca-Cola, Pepsi, 7-Up, Mirinda Citrus, Saudi Champagne, Shaani, Sun Top & Sun Cola, Lemontia, Rani Pulp Drinks etc .). Critically Examine how do these various brands position themselves in the Saudi market? (2 Marks: Minimum 250 Words) 2. Suppose you wants to open a new restaurant of your choice in the local market. Based on the chapter concepts, critically Examine the following questions. a.

What are some secondary sources of information that you might use to conduct the research on potential new locations? Describe how these sources might be used? b. Describe one method that you may use to gather primary research on prospective locations. c. As per your understanding which kind of research you should make first? Why? (3 Marks: Minimum 350 Words) Note- 1.

Your Examples should be relevant to the local Market of Saudi Arabia. 2. Validate your Answers with Minimum 2 References (Research Article/Book Chapters/Reviewed Journals etc.) for each question. 3. Read Carefully the above general Guidelines before submitting your Assignment.

Answer: 1. 2. a. b. c.

Paper for above instructions

Assignment 2: Critical Thinking on Marketing Management

1. Positioning of Soft Drink Brands in the Saudi Market (2 Marks)

In the Saudi Arabian market, several soft drink brands operate, including Coca-Cola, Pepsi, and local brands such as Shaani. Each brand strategically positions itself based on various factors including taste, branding, price, and consumer perceptions.
Coca-Cola is positioned as a premium brand that symbolizes refreshment and happiness. It utilizes extensive marketing campaigns focusing on cultural relevance, associating their products with communal and festive occasions. Coca-Cola has adopted a personalization approach in its marketing, promoting products like the “Share a Coke” campaign where customers find their names on bottles (Wang et al., 2018). This strategy resonates well in a collectivist society like Saudi Arabia, enhancing emotional connections with consumers.
Pepsi, on the contrary, adopts a more youthful and energetic brand image. While Coca-Cola targets familial relationships, Pepsi emphasizes a lifestyle brand appealing to younger audiences. The "Live for Now" slogan symbolizes spontaneity and youthfulness, effectively engaging the younger demographic through social media channels (Taimoor, 2019). Additionally, Pepsi's continuous innovation in product flavors caters to varied consumer tastes in Saudi Arabia, enhancing its appeal.
Shaani, a local brand, differentiates itself by emphasizing affordability and localized flavors. The brand focuses on capturing a significant share of the market by offering beverages at lower prices compared to global giants. Shaani’s marketing strategy leverages local needs and tastes, often using traditional marketing channels like local events and festivals to penetrate deeply into communities (Alqahtani et al., 2020). This focus allows Shaani to resonate quickly in markets where cost sensitivity is crucial.
In summary, Coca-Cola leverages emotional marketing, Pepsi positions itself as the choice of youth, and Shaani focuses on affordability and cultural connection. Each brand effectively navigates the Saudi soft drink market by leveraging unique selling propositions aligned with consumer expectations and cultural values.

References

1. Alqahtani, F., Ahmed, E. M., & Khan, S. (2020). Market Dynamics and Consumer Preferences of Local Soft Drinks in Saudi Arabia. Journal of Retailing and Consumer Services, 55, 102078.
2. Taimoor, M. (2019). Brand Positioning of Pepsi: Objectives and Strategies. International Journal of Business and Management Invention, 8(1), 47-56.
3. Wang, J., Chan, K. W., & Fang, S. (2018). The Impact of Coca-Cola's Marketing Strategy on Sales Performance. Journal of Marketing Research, 55(3), 422-436.
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2. Market Research for a New Restaurant (3 Marks)

Opening a new restaurant requires a careful analysis of potential locations. Identifying relevant secondary and primary sources of data is crucial for informed decision-making.
a. Secondary Sources of Information: Some key secondary sources include:
- Government Reports and Statistics: These provide demographic information, economic conditions, and consumer spending patterns, which can be useful in evaluating the potential customer base for a restaurant.
- Market Research Reports: Organizations such as Euromonitor and Statista publish reports detailing market trends in the food and beverage industry, including consumer preferences within the Saudi Arabian market.
- Business and Industry Publications: Articles from journals and business magazines often profile successful restaurants and local dining trends. By analyzing these publications, one can gain insights into competitive positioning and customer expectations.
- Online Reviews and Social Media Analytics: Platforms like TripAdvisor and Zomato can provide consumer feedback and opinions on restaurants, helping identify market gaps and consumer expectations (Sino et al., 2020).
These secondary sources offer quantitative and qualitative insights that inform location selection by revealing consumer density, competing businesses, and market trends. By examining these data points, potential restaurant owners can better understand the feasibility of different locations.
b. Primary Research Method: One effective primary research method would be conducting surveys in target neighborhoods. This approach allows for direct feedback from potential customers regarding their dining preferences, price points they are willing to pay, and types of cuisines they desire.
Surveys can be administered both online and offline, leveraging social media channels to reach tech-savvy audiences, while also distributing questionnaires in high foot traffic areas to capture diverse opinions. These surveys would provide firsthand insights tailored to specific local interests and help determine the viability of different locations for a restaurant.
c. Research Sequence: The first step should begin with secondary research. This is recommended as it allows for a broad understanding of the market landscape, consumer demographics, and competition without incurring immediate costs. Secondary research forms a solid foundation that guides the approach towards primary research. Once a suitable location is identified from the secondary data, primary research can then refine the analysis with localized insights relevant to consumer preferences and behaviors.
In conclusion, using both secondary and primary locations effectively positions an entrepreneur to make informed choices about setting up a restaurant. The combination of comprehensive data analysis and direct customer engagement leads to more optimized decision-making in establishing a successful new dining venue.

References

1. Sino, Z., Wu, Z., & Zhang, Y. (2020). Understanding Consumer Preferences in Restaurant Selection: An Empirical Investigation. International Journal of Hospitality Management, 89, 102578.
2. Waghmare, S. K., & Gawande, D. R. (2018). A Study on Marketing Research in Restaurant Business: How to Manage Consumer Expectations. International Journal of Business and Management Research, 6(3), 60-67.
3. Pizam, A., & Shani, A. (2020). Tourism Management: An Introduction. Journal of Hospitality Marketing & Management, 29(3), 261-275.
This assignment critically examines how brands situate themselves within the Saudi Arabian soft drink market and addresses key market analysis strategies for a new restaurant venture, correlating academic theories with practical applications.