Professional Documents
Culture Documents
Review
Areas covered during the course
Sample questions : some of these are very specific to the case study ( xx has
been substituted) however they give an idea as to what may be expected.
Marketing Tools
1. All strategic tools and application of each e.g. SWOT/PESTE/BCG/ETOP etc.- see
the handout page on tools from lecture 1
Choose a strategic marketing tool that was covered over the course of the
module.
define the chosen strategic tool ( 7.3 marks)
apply to xx ( 13 marks)
evaluate it in terms of its input into the strategic marketing plan
( 13 marks)
According to the case study, the management at xx seem to think that the
benefits of strategic management are oversold. Draw up a proposal
outlining the reasons why they should consider strategic management
procedures particularly focusing on the tools that they may find useful in
relation to the marketing of xx
2. Competition analysis
1
4. Portfolio analysis
Identify and describe briefly the tools that can be used to undertake
portfolio analysis. Apply one of these tools to xx and show how it gives
direction in terms of marketing strategy formulation
5. Competitive Advantage
Xx are considered one of the consistent leaders in the specified sector.
Identify the key success factors behind this leadership position, and
evaluate why it continues to have advantage over its competitors.
6. Co-operation/networking
Using the case study information, discuss the benefits and the negative
aspects of co-operative marketing for this attraction/hotel/activity
8. Market/customer segmentation
Evaluating the market segments that are outlined in the case study,
develop a targeting and positioning strategy which focussed on the
differentiating elements of what the company has to offer.
9. Product Lifecycle
Using the Product Lifecycle (PLC) demonstrate how the marketing
communication mix has changed to reflect the stages of the lifecycle of the
company.
2
Xx have changed direction from the time they initiated their business
back in xx. They have grown a successful and sustainable business. What
are the key success factors in growing this business?
Using the TOWS matrix, evaluate two directions in which you might
develop marketing strategy for the company.
Using a marketing tool or tools (e.g. social media, direct marketing, sales
promotion etc.) critically construct a marketing communications strategy
focusing on either one or all elements of leisure/hospitality or tourism
which makes up the product.
3
The integrated approach to developing a marketing communication
strategy is key to efficient and effective spend of budgets. Considering the
information in the case study on the marketing tools used by xx, evaluate
their use in terms of targeting their main markets.
14.Pricing strategies
Based on the customer segments and profile, develop a pricing strategy
that will help to increase and sustain business for xx.
15.Distribution strategies
Examine the issues for the company that are associated with the
distribution of the service/product experience
4
Discuss the main factors that need to be considered in the compilation of
a monitoring list for marketing strategy implementation. Illustrate your
answer by considering examples of each factor and how it is/could be
demonstrated by xx
The identification of key performance indicators aid with successful
implementation. Identify the marketing KPI that could be used by the
company, the way in which they could be used and incorporate them into
a GANNT /Excel diagram for use as part of an action plan
18.Branding
Evaluate the existing image of xx (on front/top page 1 of case study) and
discuss how it can input into a brand for the attraction
Using the Brand Key Model, identify the brand essence/core proposition
for xx . Discuss how this brand essence influences the image and
attributes of the customer experience.
19.Relationship Marketing/management/value
Choose two of the identified market segments and identify the values that
they each seek in relation to their experience of visiting xx. Using these
values outline the tactics that could be considered for suitable use in
relationship marketing programme for these segments.
5
Identify and briefly profile a customer group. Describe the decision-
making process through which a typical potential customer might go
when choosing a to holiday at xx.. In your answer discuss the different
influences on the decision to stay there.
It would be advisable that you are familiar with all questions that we undertook for
the case studies during the course and with the issues/assignments that were
presented during the module.
Examination
Case study will be released on webcourses from12.00noon 5 days before the exam
that is January 3rd 2016. It will be located on the front content page.
Some hard copies will also be available from the 01 school office from 4 th January
2016 if you have a problem with webcourses.
Arrive at the examination hall where you will be given a fresh case study and the
question paper.
You are permitted to bring in notes into the exam as this is an open book case study.
You are not permitted to bring in books.
.
The Paper
There are 4 questions and you must attempt three questions. Each carries 33.3%
marks
There will be at least one specific question and generic/discursive type question.
6
Read up on the area/sector/location before the case study in order to provide with
background knowledge.
Look at the website