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To: MMS Third Semester, Marketing Specialisation, 2010
Subject : Marketing Strategy
(Internal Assessment 40 % and University Examination – 60%)
Assignment: Weightage 20%
1. There are 32 students in the class for the course Marketing Strategy.
With four students forming a group there will be 8 groups in
all.
3. Marketing strategy may be understood as follows – “a process that can
allow an organization to concentrate its limited resources on the
greatest opportunities to increase sales and achieve a sustainable
competitive advantage” or “a marketing strategy should be centered
around the key concept that customer satisfaction is the main goal.”
4. Thus the assignment will explore:
b. marketing strategy concepts (not more than 250 words);
c. the nature of the industry, the competitive structurepast, present and
future, the supply side, demand side, cost structure, other relevant
social, economic cultural, demographic, regulatory, technological and
other factors influencing the marketing strategy;
d. specific approaches of marketing strategies, of companies studied, in
the past, the current scenario and the marketing strategy in prospect;
e. quantitative analysis in defense of marketing strategy for the future
next one year, three years and five years;
1
f. use of graphs, pictographs, cartoons and other creative presentation
techniques.
i. an executive summary of paras a to h above; and
j. a hard copy of the power point presentation.
5. Students are advised to refer to the following:
a. Any standard text book on Marketing Strategy for initial reading :
Strategic MarketingConcepts and Cases Vol 1 By Jayasimha K R
ICFAI Press, 2003
Strategic Marketing 8 edition, David W, Cravens& Nigel F.
th
Piercy, Tata McGraw Hill Edition, 2009.
Marketing Strategy 5 edition , Walker Mullins& Boyd Larreche,
th
Tata McGraw Hill Edition, 2006
b. Sites on marketing strategy of the company/ companies studied
2
6. Students are required to actually visit the companies or interact with
persons concerned with the marketing strategy of the company /
companies concerned in order to get practical information.
7. Every group will have to make a presentation on the findings of the
marketing strategies of the company / companies studied.
10. Any material borrowed from any source will have to be duly
acknowledged as part of the ethics to be followed.
11. The study to be conducted by the students will have to be an indepth
assessment of the industry and companies studied.
12. Students can choose any industry and any companies (at least two)
from the list presented.
13. Schedule for group presentation is given on Annexure 2
3
Annexure – 1
List of Industries and Names of Companies (Based on Equity Master
Database )
3 Automobiles Vehicles Ashok Leyland, Bajaj Auto, Hero Honda, Mahindra & Mahindra, 7
Punjab Tractors, Telco, TVS Suzuki
4 Banking Corporation Bank, HDFC Bank, ICICI Bank, State Bank of India, UTI 5
Bank
5 Bev., Food & Tobacco Britannia, Cadbury, ITC, Nestle, Smithkline Beecham Consumer, 6
Tata Tea
6 Consumer Durables BPL Limited, Titan Industries 2
7 Consumer Products Colgate Palmolive India, Dabur, Hindustan Lever, Gillette India 6
Limited, P&G Hygiene, Reckitt Benkiser
8 Energy Sources BPCL, Castrol, Gas Authority, Gujarat Gas, HPCL, Indian Oil 6
9 Engineering ABB, Bhel, Cummins India, Siemens 4
10 Fertilisers Hind Lever Chemicals, Tata Chemicals 2
11 Hotels EIH, Indian Hotels 2
12 Investment & Finance HDFC, ICICI, IDBI 3
13 Courier Blue Dart 1
14 Media Balaji Telefilms, Zee Telefilms 2
15 Paints Asian Paints, Berger Paints, Goodlass Nerolac 3
16 Petrochemicals IPCL, Reliance Industries 2
17 Pharmaceuticals Cipla, Dr. Reddy's, Glaxo, Aventis Pharma, Knoll Pharma, Novartis, 10
Pfizer, Ranbaxy Labs, Smithkline Pharma, Wockhardt
18 Power BSES, Tata Power 2
19 Shipping GE Shipping, Shipping Corporation 2
20 Software Digital Equipment, Geometric Software 11
Solutions, GTL Limited, HCL Infosystems, HCL Technologies, Hughes
Software, Infosys, NIIT, Satyam, Visualsoft, Wipro
21 Steel SAIL, Tisco 2
22 Telecom MTNL, VSNL 2
4
Annexure – 2
Schedule For Group Presentations