MKT202
Marketing Management
管理学代考 This examination contains THREE (3) questions and comprises SEVEN (7) printed pages (including cover page).
INSTRUCTIONS TO STUDENTS: 管理学代考
1. This examination contains THREE (3) questions and comprises SEVEN (7) printed pages (including cover page).
2. You must answer ALL questions.
3. All answers must be written in the answer book.
4. This is a closed-book examination.
At the end of the examination
Please ensure that you have written your examination number on each answer book used.
Failure to do so will mean that your work cannot be identified.
If you have used more than one answer book, please tie them together with the string provided.
THE UNIVERSITY RESERVES THE RIGHT NOT TO MARK YOUR SCRIPT IF YOU FAIL TO FOLLOW THESE INSTRUCTIONS.
You must answer ALL the questions. (Total 100 marks)
Question 1 管理学代考
Jewel Changi Airport to open on April 17 with 280 shops and F&B outlets The much-anticipated Jewel Changi Airport, with more than 280 shops and food and beverage outlets, will open its doors to the world on April 17. Before the opening, a public preview with 500,000 free tickets will be held from April 11 to 16 for Singapore residents eager to be among the first to see the 10-storey development.
Visitors can shop and dine at more than 90 per cent of Jewel’s shopping and dining outlets, which will be open. The only area that will be off-limits, for now, is a 14,000 sq m Canopy Park – the size of 11 Olympic-size swimming pools – located on the top floor of Jewel Changi Airport.
The park will feature a 50m-long suspended bridge with a glass flooring that will allow visitors to look down at the greenery below; a 250m-long bouncing net, suspended 8m or three-storeys above ground; and play attractions including mazes and slides.
Visitors will be spoiled for choice by the range of shopping and dining outlets. Among the highlights include the largest Nike store in South-east Asia, and anchor tenants Marks & Spencer, Muji, Zara, Uniqlo, Shaw Theatres with Imax and FairPrice Finest.
New food and beverage outlets include Five Spice, a food court operated by Food Junction, which will feature over 10 local brands; fast food chains A&W and Shake Shack as well as Swiss chocolatier Laderach and Norwegian seafood restaurant Pink Fish are others to look out for.
When Jewel opens, travellers will be able to access an early check-in lounge serving passengers of 26 airlines, including Singapore Airlines, SilkAir and Scoot. Other aviation facilities include integrated ticketing and baggage services for fly-cruise and fly-coach transfers, all of which will improve the travel experience of travellers.
Jewel, with its distinctive dome-shaped facade made of glass and steel, is designed by architect Moshe Safdie, well-known for his iconic Marina Bay Sands integrated resort. The highlights include a five-storey garden with 2,500 trees and 100,000 shrubs, with two walking trails, and a 40m-high Rain Vortex – the world’s tallest indoor waterfall. 管理学代考
(Adapted from: https://www.straitstimes.com/singapore/transport/jewel-changiairport-to-open-on-april-17 and https://www.straitstimes.com/singapore/new-brandslocal-flavour-at-jewel-changi-airport)
(a) Describe one (1) macroenvironment trend each under socio-cultural and technological forces that would impact on the success of Jewel Changi Airport.
(8 marks)
(b) Marketing can be applied to at least ten types of entities / activities. Identify and describe any two (2) types of activities that are marketed by Jewel Changi Airport. Give one (1) relevant example to support your answer.
(8 marks)
(c) Relationship marketing is one of the important themes under the Holistic marketing concept. Apply and explain how relationship marketing may be adopted by Jewel Changi Airport for any two (2) of its key constituents.
(9 marks)
(d) Propose any three (3) marketing communication tools (do not include the public preview that is mentioned in the case above) that can be implemented by Jewel Changi Airport to increase the number of customers / passengers visiting it.
(15 marks)
Question 2 管理学代考
Mr Bean’s latest adventure: Vietnam
Home-grown company Mr Bean has ventured out of Singapore with both hits and misses under its belt. Super Bean International founder and chief executive Loh Jwee Poh is hoping that his latest venture into Vietnam will boost the number of successful ventures he has embarked on.
Mr Loh and Vietnamese partner EGroup have now taken Mr Bean’s signature soya milk, among other products, to Hanoi and Ho Chi Minh City. Five stores – two in the capital, and three in Ho Chi Minh City – opened yesterday.
EGroup is an education and technology company that runs English education programmes for children and leadership classes for corporations, among other programmes. It is listed on the Ho Chi Minh City Stock Exchange.
Mr Loh, 58, said: “Markets overseas are bigger than in Singapore and chuan zong jie dai (carrying on the family line) has always been my dream.”
Over the years, he has tried to build up the business and brand in Japan, Malaysia, South Korea, China and the Philippines. He has only been successful in Japan, South Korea and Singapore. Mr Bean now has about 70 stores in Singapore, two in South Korea and one in Tokyo, which he described as “doing very, very well”.
Mr Loh plans to open 200 stores in Vietnam in the next 10 years, as it is one of Asean’s fastest growing economies, and is part of a franchise agreement with EGroup.
Venturing into a new market with the right partner is paramount, he added. Sharing a “similar mindset, the same business direction” and “being well-financed” are among the traits Mr Loh looks for in an overseas partner. “Running a chain store needs deep pockets for sustained periods while waiting for customers to come,” he said. 管理学代考
While the stores in Vietnam will start by serving the same items as those available in Singapore, this may change as the operators there come up with items more suited to local taste buds.
(Adapted from: https://www.sgsme.sg/news/mr-beans-latest-adventure-vietnam)
(a) (i) Explain the waterfall and the sprinkler approach and identify which approach did Mr Loh adopt in the company’s overseas expansion, supporting your answer with suitable reasons.
(8 marks)
(ii) Identify and discuss the market entry strategy adopted by Mr Bean when it ventured into Vietnam. Illustrate your answer with one (1) advantage and one (1) disadvantage.
(7 marks)
(b) Under channel management decisions, ‘selecting channel members’ is an important consideration to ensure a successful venture. Explain three (3)
characteristics that Mr Loh would have considered before selecting EGroup as his partner in Vietnam.
(9 marks)
(c) Apply and describe two (2) suitable product mix pricing strategy that can be implemented by Mr Bean in Vietnam.
(6 marks)
Question 3 管理学代考
Blown away by innovation or price? Samsung’s Galaxy Fold phone opens up debate
Samsung Electronics has wowed the smartphone industry with the first mainstream foldable screen, accompanied by a nearly US$2,000 price tag.
The South Korean tech giant unveiled the Galaxy Fold which resembles a conventional smartphone, but which opens like a book to reveal a second display the size of a small tablet at 18.5cm.
At its launch event in San Francisco on Feb 20, Samsung upped the surprise factor by briefing analysts. And journalists on widely anticipated features ahead of time. “I am blown away,” said Patrick Moorhead of Moor Insights & Strategy, adding the phone could help Samsung rejuvenate its mobile business, whose lead is under attack from China’s Huawei Technologies Co Ltd.
The phone, which can operate three apps simultaneously. And boasts six cameras, also challenges the notion of what a phone can cost, debuting at nearly twice the price of current top-of-the-line models from Apple and Samsung itself.
Samsung is using a new 7.3-inch Infinity Flex Display that allows the phone itself to have a tablet-sized screen that can be folded to fit into a pocket. The main display is QXGA+ resolution. And when it’s folded, a smaller 4.6-inch HD+ display is used for the phone mode. Samsung is using 512GB of Universal Flash Storage 3.0 for fast speeds, alongside a Qualcomm 7nm octa-core processor and 12GB of RAM. The Galaxy Fold has two batteries, combined in the Android operating system to represent a total of 4,380 mAh. 管理学代考
There is a sturdy backbone to the device, with a hinge system that has multiple interlocking gears. The device is able to fold at least 200,000 times, which works out to over 5 years if you fold it 100 times a day. At the rear of the device there is also a triplecamera system that will be used for both tablet and phone modes. There’s a 16-megapixel ultra-wide camera, alongside 12-megapixel wide-angle and telephoto cameras at the rear,
and a 10-megapixel cover camera for selfies.
(a) Differentiate the concepts of points-of-parity and points-of- difference and apply them to the Samsung Galaxy Fold phone.
(10 marks)
(b) (i) Based on the case study, identify and describe the stage of the product life cycle that the Samsung Galaxy Fold phone is in.
(5 marks)
(ii) Propose two (2) suitable marketing strategies that can be implemented at the stage of the PLC identified in (b)(i) above.
(5 marks)
(c) Discuss one (1) social and one (1) personal factor each could influence a consumer to purchase a Samsung Galaxy Fold phone.
(6 marks)
(d) Apply one (1) suitable pricing objective that Samsung would have considered when setting the price for the Samsung Galaxy Fold phone.
(4 marks)
