Marketing Strategies for Mature, Pioneer and Declining Markets

Strategies for Mature Markets

Question 1 – Your coursework/X-Culture company is operating in a very mature market. The Marketing director has asked you to give a summary of what options the company could consider in this type of market. You are required to a. Explain and critique product and service offering adjustments in mature markets, (not simply list of what they are), and b. Give your preferred choice of one approach, with supporting justification. This should include academic and industry evidence that is relevant and appropriate to your particular coursework/X-Culture company.

Question 2 - You are a new marketing graduate at your coursework/X-Culture company. You must assume that the company is a pioneer, and you have been asked to provide some guidance to the company on approaches they can take. You are required to a. Summarise the challenges and characteristics of your company as a pioneer b. Critique the market entry options available for this type of company, and c. Give a summary creative proposal for this. The creative idea is not assessed but the commercial approach and supporting evidence to the idea will be.

Question 3 – After years of tremendous growth the revenue and profit of your coursework/X-Culture company falls for 3 consecutive years as the market becomes flooded with competitors, and begins to steadily decline. You are a junior product marketing manager in your first graduate job, at your coursework/X-Culture company, and have been asked to provide academic Marketing expertise and guidance on the company’s options in the declining market. You should provide a. A summary of the options available in a declining market, b. Critique the suitability of the options (i.e. provide a rationale for the appropriateness or not of the approach) and c. Recommend one appropriate strategy for the declining market. You must provide academic and commercial supporting evidence for your preferred option.

Question 4 – The Marketing director of your coursework/X-Culture company wants to consider new market segments. She has asked you to propose details of a summary method for identifying new market segments, using a systematic approach. She understands that you won’t have the data from any research, but is more interested in the process, with the application of variables that are appropriate for the coursework/X-Culture company. You are required to a. Articulate the relevant stages of the strategic segmentation process (in relation to your coursework/X-Culture company), paying close attention to the attractiveness and competitive position factors that are relevant and appropriate to your company, and b. Use an appropriate framework and model to articulate your answer.

Question 5 - Your coursework/X-Culture company is experiencing difficulties with their market forecasting. You are a Marketing graduate at the company and have this responsibility in your tasks. As part of the annual planning cycle you have been asked by the product marketing director to prepare a summary report on the different approaches to forecasting. The company has always struggled with this process and wants a fresh mind to give suggestions on a new method. You are required to a. Explain and critique the appropriateness of up to 3 different forecasting approaches (that are relevant in the context of your coursework/X-Culture company), and b. Give a recommendation for your preferred technique (supported with a commercial rationale).