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Department of Business Administration
College of Administrative and Financial Sciences
Assignment 2
Due Date: 03/04/2020@ 23:59
Course Name: Marketing Management Student’s Name:
Course Code: MGT201
Student’s ID Number:
Semester: II
Academic Year: 2020-21
For Instructor’s Use only
Instructor’s Name:
Students’ Grade: /5
Level of Marks: High/Middle/Low
The Assignment must be submitted on Blackboard (WORD format only) via allocated
Assignments submitted through email will not be accepted.
Students are advised to make their work clear and well presented, marks may be reduced
for poor presentation. This includes filling your information on the cover page.
Students must mention question number clearly in their answer.
Late submission will NOT be accepted.
Avoid plagiarism, the work should be in your own words, copying from students or other
resources without proper referencing will result in ZERO marks. No exceptions.
All answered must be typed using Times New Roman (size 12, double-spaced) font. No
pictures containing text will be accepted and will be considered plagiarism).
Submissions without this cover page will NOT be accepted.
Critical Thinking
Weightage: 5 Marks
Learning Outcomes:
➢ Demonstrate the ability to formulate marketing strategies that incorporate psychological and
sociological factors which influence consumer’s decision. CLO-3
➢ Develop critical and analytical thinking necessary to overcome challenges and issues of
marketing in the changing global environment. CLO-4
Assignment Questions:
1. Think about the various soft drinks that you know from the local market and chose any 3
out of that (e.g. Coca-Cola, Pepsi, 7-Up, Mirinda Citrus, Saudi Champagne, Shaani, Sun
Top & Sun Cola, Lemontia, Rani Pulp Drinks etc.). Critically Examine how do these
various brands position themselves in the Saudi market? (2 Marks: Minimum 250
2. Suppose you wants to open a new restaurant of your choice in the local market. Based on
the chapter concepts, critically Examine the following questions.
a. What are some secondary sources of information that you might use to conduct the
research on potential new locations? Describe how these sources might be used?
b. Describe one method that you may use to gather primary research on prospective
c. As per your understanding which kind of research you should make first? Why?
(3 Marks: Minimum 350 Words)
Note1. Your Examples should be relevant to the local Market of Saudi Arabia.
2. Validate your Answers with Minimum 2 References (Research Article/Book
Chapters/Reviewed Journals etc.) for each question.
3. Read Carefully the above general Guidelines before submitting your Assignment.
1. Mirinda Citrus ( Hamdiyat) : The King of all drinks available in the
Kingdom of Saudi Arabia is Mirinda Citrus (also known as Hamdiyat) is one
NUMBER in the list of 7 famous drinks in Saudi Arabia. There are some nonalcoholic drinks which are special in Saudi Arabia and you can’t get in other
countries. It is still available in some of the stores but not widely available. It
uses to be the most famous drink in the Kingdom of Saudi Arabia and the
target market focuses on Children mostly but many Adults enjoyed the drink
over the year. Mirinda is here to be your carefree laugh out loud partner.
2. Coca-Cola- products now represent nearly 40% of all carbonated soft drink
sales in the region. Winning in a market is about truly understanding the
consumers, and what the driving forces are behind their purchase decisions.
For Coca Cola, the obvious reason that most people buy the product is the
brand, and despite regional challenges that were (somewhat) out of Coca
Cola’s control, they managed to win the consumers in the Arab region by
addressing key issues.
3. Shani is a berry-flavored soft drink produced by PepsiCo. It is sold and
marketed outside the United States. The drink is popular in the Middle East
region. Shani target markets are child but adult also are buying this product
you can see this brand Ination wide. this product serve as the snack or dinks
in any occasions.
2. a. The source of secondary information is the other universities and colleges
as well as their own course scheduling procedure. It will give detailed idea or
the direction of change. The second source of secondary information is the
research reports that are focused to find out the correlation between the course
scheduling and the student’s learning. The third source is the reports or
templates provided by the accreditation agencies and board. Any course
scheduling procedure must comply the guidelines prescribed by these bodies.
b. These sources will be used as follows: A. To make complete compliance
with the guidelines prescribed by the accreditation bodies B. To prepare the
best course scheduling procedure on the basis what is being done in the
industry C. To understand what is preferred by the students D. To do a
benchmarking analysis and select the best factors while designing the course
c. I will go with questionnaire survey of the target audience to collect the
primary data. It will help me capture the required information to be used for
course scheduling work.
2 structured questions are: A. Are you satisfied with the existing course
scheduling of your program: 1. Yes 2. No B. What is your preferred factor in
the new course scheduling procedure: 1.Timely classes 2. Subject preferences
3. Longer enrollment timing 2 unstructured questions are: A. How do you
think to improve the course scheduling procedure in the college? B. What are
the necessary changes suggested by you in the new scheduling procedure?

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