North South University

SBE, Department of Marketing and International Business

Principles of Marketing
Course Code: MKT-330
Semester: Summer 2020

FINAL Assessment

Name:
ID: Roll: Sec:

Faculty:______________________________________ Date: ______________

TOTAL MARKS - 30

Marks obtained:

(This space is for faculty’s usage. Do not write here.)

Read the following scenario and answer the following questions – please read
the instructions carefully.

Case/scenario for Final (MKT202)

We are passing an uncertain time that can be very difficult for us to comprehend. Many are
assuming that this pandemic of COVID-19 might be here for a long time, couple of years at
least. Businesses are facing an unprecedented challenge to survive. The impact of this pandemic
will affect different industries differently and hence, they need to adapt accordingly.
The post pandemic world can be very different from the one that we know. Consumers will adapt
a different lifestyle and a conservative economic approach. The overall economic situation might
continue to decline for a long time before it starts to pick up again. Even global leaders are not
thinking any differently for businesses in 2020.
“For people in business, 2020 is really just a year for staying alive. Don’t even talk
about your dreams or plans. Just make sure you stay alive. If you can stay alive, then
you would have made a profit already” – Jack Ma
In our country, businesses have started to operate in limited scale and might get back close to full
scale after the month of September 2020.
E-commerce industry (Daraz, Chaldal, Pickaboo, Evaly, Othoba etc.): Although few of the
market experts/ leaders have been saying, this year is a good start for e-com industry to
established themselves as they are in high demand now, in reality, only few of the companies are
standing tight in this challenging time, especially those who were previously involved in few
specific categories like- grocery, food & snacks and FMCG. Even highly contributed categories
like electronics; home appliances and fashion have been declining ever since the pandemic
started. Just to survive, some of them have already shifted their focus in between these categories
and investing more on groceries and other household items (i.g Daraz) and some have added new
services along with their existing ones (i.g. Foodpanda adding ‘Panda Mart’; Pathao adding
‘Tong’).
TASK
Let’s assume that you have just graduated from North South University and opened up a
marketing consultation firm where you help brands/companies not just with their advertising
needs but also with overall marketing strategies. ………………………(Company name will be
assigned to you) has chosen your company as their marketing consultant and the Management
has assigned you the responsibility to create a plan for the changes required in strategies due to
the Covid-19 crisis.
Final Assessment Questions (30%)
Bonus Question (5%)
Give a brief overview about the corporation, i.e.
The name of the company, Logo, Slogan (if any), Year it started its operation, Its product and
services, Current performance in the Crisis

Q1. (10%) Maximum answer length: 2 pages

Identify two-market segment you think the given company should target with their online
business during this crisis; for each segment, describe their profile using market segmentation
variables. Write the positioning statement for the chosen company that is targeted to one of the
segments you just identified. Other that competitors, what factors might cause the given
company to reposition its products?

Q2. (10%) Maximum answer length: 2 pages

E-marketing strategy could be used to support different organizational growth strategies. Using
the above given company, explain how the Internet can be used to increase market penetration in
existing markets and develop new markets in this pandemic state. Evaluate the decision of the
company based on the current situation and recommend proper course of action.
Q3. (10%) Maximum answer length: 2 pages
In the online exchange process, consumers use some resources in an exchange for the benefits of
the Internet. Describe three types of resources consumers use and three types of excnage
outcome they seek from the given above company. Relate your answer to the current Covid-19
pandemic situation.
Format:

 Each and every student needs to have different companies to work upon.
 The quality of the answer is important, rather than quantity. Please do not provide
definition and detailed explanation. The answer should be constructive, analytical and
concise.
 Students MUST use references (minimum five) from recent and relevant publications
while answering the questions (in APA format). Also provide in-text references wherever
applicable. Do not copy and paste.
 Font: Times New Roman; Size: 12; paragraph spacing:1
 Word Limit: 750- 1000 words
 Submission deadline: 29th August 2020.
 Students will upload the Google doc file in Google classroom.
 Students will be able to check plagiarism in originality report checker.
 Do not answer the makeup questions if you do not qualify for makeup exam.