Marketing Assignment Questions
Section A (Compulsory – Must Answer all Four Parts of this Question)
Question 1
This section pertains to the news article entitled, “Kraft Heinz turns to gimmicks and nostalgia to revive its ‘dusty’ brands” by Danielle Wiener-Bronner, CNN Business (https://edition.cnn.com/2022/11/15/business/kraft-heinz-risk-takers-ctrp/index.html).
Please answer all of the following questions in relation to the news article:
- a) What do you think were the motives behind the Kraft Heinz merger? Did the benefits from the merger outweigh the costs? Justify your responses.
(No more than 1 page). (5 Marks)
- b) Using the BCG Matrix and Product Life Cycle, plot the positioning of the Kraft Heinz product categories (e.g. tomato ketchup, natural cheese, cream cheese, spreads, peanut butter, nuts, etc.). Provide your reasons for this positioning.
(No more than 1 page). (5 Marks)
Marketing Assignment Questions
- c) Select three legacy brands of Kraft Heinz. Then, suggest some store brands that compete against each of the selected three legacy brands. What are the merits and challenges of store brands? ←
(No more than 1 page). (5 Marks)
- d) With the 4Ps framework, outline three examples of the “outrageous marketing” that Kraft Heinz has undertaken. Comment on whether you think each example that you have identified was successful and give your reasons why.
(No more than 1 page). (5 Marks)
Section B (Choose any Two Questions to Answer)
Question 2
Explore the differences between domestic and global marketing. Then, identify the major reasons why an increasing number of companies develop from being national to global. With examples, demonstrate what outcomes such companies hope to achieve.
(No more than 2 pages). (10 Marks)
Marketing Assignment Questions
Question 3
How does an international firm decide on the extent of adaptation of its products? In adaptation, would cultural sensitivity be easy to address and implement? Support your response with examples from the fast-food industry.
(No more than 2 pages). (10 Marks)
Question 4
Frequently, price may be considered to be a surrogate for product quality. For what kinds of products and services does this statement hold true? Under what conditions would an increase in price result in an increase in demand?
(No more than 2 pages). (10 Marks)
Marketing Assignment Questions
Question 5
How do transportation and warehousing issues relate to other parts of the international marketing mix? Consider five challenges that arise in transporting and
storing goods from one overseas market to another.
(No more than 2 pages). (10 Marks)
Question 6
What are the advantages and disadvantages of adopting a centralised versus decentralised approach for an export promotion campaign in the sports shoe industry? Highlight the essential criteria that is needed to select and appoint a mega agency | that can plan, develop and control the campaign. APA.
(No more than 2 pages). (10 Marks)