Reference no: EM133044645 , Length: word count:800

MARKETING MANAGEMENT

Learning Outcome 1: Formulate the marketing management knowledge to strategies marketing strategies towards achieving the organizational tactical marketing decisions

Learning Outcome 2: Practice effective verbal communication and teamwork in constructing effective marketing plan for business organization.

Learning Outcome 3: Integrate managerial and entrepreneurial mind set in achieving the effective marketing strategies towards organizational success

QUESTION 1

Case Study: Apple

Apple CEO Tim Cook emphasized during the company's Q2 2020 that new product development is continuing despite the COVID-19 pandemic. According to Cook, Apple entered 2020 with "our best product pipeline ever." Cook was asked about how investors should "think about product development and introduction cadence" over the next several quarters in the wake of the coronavirus outbreak. Cook emphasized that Apple is moving ahead as normal as it adjusts to working from home:

"Well, we're continuing to operate. And so, as you can tell, along with everything else going on, we were able to launch and ship the iPhone SE, the iPad Pro with the Magic Keyboard, and the MacBook Air. And so, the business continues, and the new products are our lifeblood. We're continuing to work, everybody's getting used to the work at home. In some areas of the company, people may be even more productive, in some other areas, they're not as productive. It's a mixed, depending upon what the roles are'.

Cook also added that Apple was already looking at a variety of new health-related projects, even before this pandemic:

"You can bet that we're looking at other areas in this. We were already doing that because we've viewed that this area was a huge opportunity for the company and a way for us to help a lot of people. And so, you will see us continue on that. I wouldn't say that the health door opened wider. I would say it was already opened fairly wide."

a) Discuss FIVE (5) importance of New Product Development in Apple Inc.
b) Analyse FIVE (5) stages of Apple's New Product Development process.
c) Explain FOUR (4) reasons why new products fail in the market. Provide examples from the case.

QUESTION 2
Case Scenario 2: Walmart, Lessons from Retailing's Giant (All answers MUST relate to Case Scenario 2)

One of the best examples of the power of an explicit and systematic process to analyse the complex set of factors involved in becoming a global player is Wal-Mart Stores Inc., the largest retailer in the world. The company, which opened its first international store (in Mexico City) in 1991, now operates in all 50 states, Puerto Rico, Canada, China, Mexico, Brazil, Germany, Britain, Argentina and South Korea. Of a work force of more than 950,000, it had more than 130,000 employees working in 729 facilities outside the United States by July 1999.

Until its recent move into supermarkets, the retailer operated three types of outlets: 1) Wal-Mart stores, which offer clothing, linens, small appliances, hardware, sporting goods and similar items; 2) Sam's Clubs, which offer bulk items to customers who purchase warehouse memberships, and 3) Supercenters, which combine the inventories of a discount store with a full-line supermarket.

d) Explain FIVE (5) roles of marketing intermediaries for Wal-Mart Stores as the retailer.

e) Wal-Mart Stores utilised a multichannel distribution system to research more customer segments, in your opinion, discuss FIVE (5) disadvantages of using this channel.

f) Wal-Mart Stores Walmart employed a social media strategy to be more reactive in real time with more conversational brand voice. Discuss FOUR (4) steps of creating social media marketing plan for Wal-Mart.

Assignment Guidelines
• Cover Page
• Introduction
• The main body, which should be organised into numbered sections under appropriate headings.
• Conclusion
• Appendices, which should be numbered.
• A reference list as per Harvard referencing Style (5 YEARS).
• Word count; excluding, appendices and reference list

Attachment:- MARKETING MANAGEMENT.rar