Smart decisions based on simple marketing logic

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Reference no: EM133151378 , Length: word count:3000

HC2112 Service Marketing and Relationship Marketing - Holmes Institute

Part 1: Why the Airbus 380 failed - 1000 words

Read the information in the Forbes article below and answer the questions below. Students must use the information from the article to support the answers.

Question 1
Provide the reasons for, and discuss the causes of the A380 failure. Discuss about the importance of understanding consumer behaviour before getting into a new market.

Question 2

Airbus is a significant organization. In the article there are clues that indicate the basic human weaknesses that caused failure. Provide those clues and discuss how they prevented the executives from making smart decisions based on simple marketing logic.

Part 2: Coca Cola advertisement - 1000 words

Watch the video in the link provided and answer the questions below. Students must use the information from the video to support the answers.

Question 3

Is Coca Cola a tangible product made of: water, sugar, syrup and caffeine? Or, does Coca Cola try to really sell you an intangible product that involves a feeling of togetherness, integration with other ethnicities, a feeling of global acceptance and harmony? Consider the words used: ‘home', ‘honey bees', ‘doves',' harmony' which all lead to the one core message of ‘real'. Does this shift from tangible to intangible make it more than; water, sugar, syrup and caffeine? And does it overcome the problem that it is really a combination of very simple and ordinary food ingredients? Explain how

Question 4:
Analyse the Coca Cola advertisement using the 5 Ws (Who, What, How, Where, When) model in the integrated marketing communications planning process.

Part 3: Case study - 1000 words

Select two main competitors in the fast food industry. Comment about their price: value strategy in 100 words. Compare their pricing strategies. Can you determine who is the leader and who is the follower with regards to pricing decisions? What are the different techniques that each organization uses to defeat their opposition? Explain your opinion in 900 words.

Reference requirement Assessment Design - Adapted Harvard Referencing Holmes has implemented a revised Harvard approach to referencing. The following guidelines apply:

1. Reference sources in assignments are limited to sources which provide full text
access to the source's content for lecturers and markers.

2. The Reference list should be located on a separate page at the end of the essay and titled: References.

3. It should include the details of all the in-text citations, arranged alphabetically A-Z by author surname. In addition, it MUST include a hyperlink to the full text of the cited reference source. The following is an example reference; For example:

Attachment:- Service Marketing.rar

Reference no: EM133151378

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