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A company’s marketing strategy can be customer-oriented

A company’s marketing strategy can be customer-oriented (i.e., strategy designed by examining primarily customer needs) or competitor-oriented (i.e., strategy based on competitors’ actions). In reality, companies do both. For the following scenarios, identify which strategies to emphasize and why.

  1. A market leader in pharmaceuticals
  2. A market follower in a mature market
  3. A market nicher (i.e., company focused on a small segment) in interior decoration of luxury homes
  4. A a market challenger in a mature market with low margins and significant economies of scale effect

(Points : 100)

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Question 2. 2.The Tropical Paradise Resort is located on the coast of an exotic Pacific island. Room rates are $300 per night, which includes free access to the pool, gym, and tennis courts. The resort also offers the following services:

  • Aerobics classes ($5 per)
  • Therapeutic massages ($40 per)
  • Scuba-diving trip to a nearby coral reef ($60 per)
  • Day trips to an island volcano ($100 per trip)

The average stay is five days. The hotel is considering two pricing options:

  1. Charge the regular room rate and charge separately for the four services above
  2. Charge a higher room rate, which includes the services

The resort’s objective is to maximize long-term profits by attracting repeat and new customers. Should they price their services separately or bundle them? Why? Besides prices, what other factors are important in your decision? (Points : 100)

Question 3. 3.Gobi Inc. has sales of $40,000,000. The contribution margin is 40% and the fixed costs are $3,000,000. The variable cost per unit is $12. The company is considering two different strategies for increasing their profits:

  1. Spend $2,000,000 in advertising; the results is expected to increase the company’s sales by 25%
  2. Reduce the price by 20%; the price-demand elasticity is -3.0

Which of the two strategies will generate the highest overall profits? Show all calculations! (Points : 100

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