MKT00720: Marketing Case Study - eShock - Management Assignment Help

Assignment Task:

Section A – Marketing Case Study (20 marks)  
In Section A, you will be presented with a short marketing-related case study. Section A will be  worth 20 marks. The case study, which runs across two A4 pages, is printed in the exam  document. Be aware that the case organisation and industry (in the proper exam) will be well  known to students.  
Read the case, and answer the three questions associated with the case. The 20 marks will be  allocated across the three questions (and will be noted in the exam paper). The case presented will  revolve around some of the major theories discussed in the unit this session.  
Here is an example case, just to give you an idea of what to expect...  

Example Case Study  
As a company that assembles electronics parts to create music players for consumers (MP3s, car  audio systems, etc.), eShock recently received word that one of its major suppliers of a central  component was raising prices. eShock faced several options:  
1. Take a hit on profits  
2. Try to increase business with alternative suppliers, or  
3. Raise prices  
The company didn’t want to do #1, and #2 seemed daunting; so it wondered if its customers would  tolerate a price hike?  
eShock ran a small-scale experiment in a local marketplace to see the demand fluctuations for a  couple of different prices. In one market, eShock raised its price 10%, from $100. Last quarter,  sales in the test market ran 2000 units. During the test quarter, with the price increase, units sold  fell to 1500.  

Example Case Questions  
1. For most purchases, we expect demand to fall with an increase in price, but was this falloff  acceptable? Give your thoughts.  
2. Should eShock raise prices 10%? Why or why not? Should it raise prices higher? Why or why  not?  
3. Discuss three key marketing aspects that you should consider in making this assessment, and  explain your reasoning as to why they are important in your decision making process. 
Section B – Sample Propositions/Short Answer Questions (20 marks in total, 10 marks per  question)  
In Section B of your final exam (which is also worth 20 marks), you will be presented with three (3)  propositions (in the form of short answer questions). Each question will be worth 10 marks. You will  be asked to answer two of three available questions in Section B. Here are some example  propositions/questions.  
Question 1  
Has social media like Twitter and Facebook changed marketing communications? Justify your  stance.  
Question 2  
We target customers for the same reason we segment – to try to be all things to all people.  True or False? Support your view.  
Question 3  
Every marketing decision should be based on facts? Support your position on this statement.  
Views from the UA: as the Unit Assessor for MKT00720, I hope that all students studying this unit  in this session have come to realise that marketing strategy – both crafting and implementing such  strategy – is a very difficult area to both comprehend and practice in the real world. In that sense,  there are NO RIGHT ANSWERS when talking about marketing-related strategies and tactics. If  there were right answers, every business would be successful – this is not the case in the real  world. This issue is brought into exceptional clarity by the famous business strategy scholar Henry  Mintzberg when he notes that only 10–30% of intended business strategy, including marketing  strategies, become realised strategy. To reverse that equation, Mintzberg suggests that 70–90% of  intended strategies are not realised...meaning that 1) the intended (marketing) strategy fails  outright, or more likely 2) they end up at a different point that was not intended by the strategist.  Yes, this ‘new’ point – this emergent strategy – may have been for the good. But perhaps, by  ‘missing the mark’, the organisation has suffered.  
So this is a really important point to remember when heading into your exam. Your markers will  identify some very broad statements and themes when grading your paper. But they will also be  very mindful that students may present other views, other points, other statements, other themes  relevant to the each question. We, as markers, are very mindful that marketing and marketing  strategy is a complex area of study, so we accept a variety of answers from students which are  well developed and justified. 
As a final point. Questions in Section A are worth a total of 20 marks, whilst questions contained in  Section B are worth 10 marks each (totalling 20 marks). From a marker’s perspective, simple  single line bullet point answers which are light on detail will NOT be acceptable. You do need to  explain yourself fully, and a few bullet points will not suffice. Please note that no specific writing  style is required other than answering the questions directly and succinctly. Good luck! 

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