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TFMK4004

Sessional Examination December 2015 Review Questions

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)

Based on the information described in the case study, conduct a SWOT


analysis of xx and discuss how the outcomes can be used in formulating a
marketing plan.

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

Undertake an analysis of the competition for xx. Using this analysis


suggest ways in which xx adds value and / or differentiates itself and how
this can be conveyed through its approach to marketing.

3. Value and the importance of value added strategies

Xx prides itself on the added delivery of value in terms of their


experience. Discuss whether this constitutes a competitive advantage and
explore how identified differentiated elements can contribute to a
marketing strategy.

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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

Discuss how the accommodation providers within a 40km radius of the


place/attraction can use xx as part of their local tourism resource.
Identify other businesses that could benefit from linking with the centre
and outline a structured approach that could be used to aid this process.

7. Positioning and competitive positioning strategies


Using the information on competitors, evaluate the positioning of the
company in terms of the service/product delivery. What steps should they
take in order to successfully position the xx and what it has to offer

Develop a positioning map and statement for the leisure


centre/attraction/hotel/company

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.

10.Key Success Factors and core competencies


Identify and discuss the key success factors of the xx

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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?

Discuss how a strategic approach using innovative marketing strategies


might help the company.

11.Generic growth strategies/future strategies

Undertake a SWOT analysis. In order to focus your strategic direction,


then undertake a TOWS prioritizing key approach to be undertaken by
the company

Using the TOWS matrix, evaluate two directions in which you might
develop marketing strategy for the company.

Based on the information described in the case study, conduct a SWOT


analysis of the resort/attraction and discuss how the opportunities can
be used to give direction to a marketing plan.

The present economic conditions have led to an increasingly competitive


market. Discuss the positive and negative influence of forecasting in relation
to marketing of an event/hospitality/tourism/leisure product.

12.Environmental analysis ( macroenvironment)


You are the marketing manager of x . You wish to undertake a broad
environmental analysis for x
o Outline the tools that you might use to undertake this analysis
o Prioritizing one tool, apply to x and discuss your findings and their
importance in terms of developing marketing strategy.

13.Evaluation and suitability of communication mix


Critically evaluate the current marketing communications mix in use by
the marketing management of xx are they on the right track? what
approach might you take if you were in the position of CEO Marketing

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.

Develop a social media programme for the company providing rationale


for your choice of media and messages used.

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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.

In consideration on whether to focus marketing efforts on the market 1 or


market 2, evaluate the promotion ideas (as described in the case study) and
the merits of targeting each of these markets. What other tools could be used
to make an impact on either of these markets and what should the key
message be?

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

16.Issues in relation to differentiation


Part 1. In terms of competitive positioning as a conference hotel, what
are the signs that xx should look out for in terms of a) competitive
weaknesses and b) competitive strengths ( 25 marks)
Part 2 Discuss the differentiating elements of xx that can be used in
creating competitive advantage (8.3).

How can xx contribute to positioning Dublin as a key tourist destination?


In your answer highlight the importance of differentiation and the role it
plays in the creation of value for both the visitor and xx.

The Tourism Renewal Group Framework for Survival 2009-2010 Urgent


Action Plan (Oct 2010) requires that the tourism industry should make the
most of what we have. Xx needs to identify its core value offering in order
that it continue to differentiate itself as a key place to visit in the future.
Discuss an approach that could be used to aid in the evaluation of this core
value offering and its use in the creation of potential added value.

17.Implementation, issues of implementation and indicators


Marketing strategy and planning helps xx to focus on the needs and
requirements of stakeholders in a structured manner. Once the strategy
has input into a plan, it is essential that an implementation plan of action
is undertaken in order deliver the objectives. Focusing on a specific
market, describe a plan of action for xx

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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

The local authority are considering whether branding xx might create


better awareness locally, nationally and internationally. You have been
asked to make a presentation on branding and suggest a possible
approach that will appeal to the identified market segments. Please
discuss the content of your presentation.

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.

Relationship Marketing has been considered by some as a paradigm shift


in recent marketing history.
o It is important for any organization to develop links with the local
tourism services and facilities. Considering this group, develop a
relationship marketing programme taking into account the types of
marketing communication strategy that could used to foster and
maintain the relationship.
o Focusing on two other stakeholder groups, what are the issues that
need to be addressed when undertaking such a programme

20.Consumer behaviour and its application

Discuss how elements of the consumer decision making process can


influence a chosen market segment to purchase the experience of
visiting the attraction/accommodation/package.

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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.
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The Paper
There are 4 questions and you must attempt three questions. Each carries 33.3%
marks

Important elements within each question:


Definition and set the information required in context of marketing strategy
Important to mention/include relevant references
Application is required to demonstrate understanding of the area. This is
particularly important in light of the approach being used ie open book
Use the information in the case study to justify/rationalise answer
Marks will be given for the theoretical information used within the answer
and justification of its use/choice of material. It is important that the student
has a structured approach to each answer.
You will be requested to provide feedback about this exam type in mid
January in the form of a short questionnaire. I would appreciate your co-
operation with this.

There will be at least one specific question and generic/discursive type question.

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Read up on the area/sector/location before the case study in order to provide with
background knowledge.
Look at the website

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