Question

SHORT ESSAY - ANSWER ALL QUESTIONS - (40 MARKS) Question 1 (20 Marks) In the business perspective, every situation affects the relations on affects the relations on commercial terms. Marketing also has two environments su Answer the following in this context, O nas two environments such as Task Environment and Broad Environment. a. Demonstrate Task Environment' of McDonalds by stating its Competitors, Suppliers, Customers, Regulators and Strategic partners (10 Marks) b. Among 'Broad Environment', appraise (explain) Demographic Environment (10 Marks) (20 Marks) Question 2 Buying Behaviour differs from person to person. It involves psychological factors of individual. Consumers have their preferences on brands, price, quality etc. and thus it becomes complicated for marketers to gauge consumers. Based on aspects of Consumer Behaviour answer the following, c. Build the Matrix of Four types of Buying Behavior (10 Marks) d. Describe different types of Men in Buying characteristics (10 Marks) SECTION C-LONG ESSAY - ANSWER ONLY ONE - (20 MARKS) Question 1 (20 Marks) Industry Analysis is important. It identifies competitor's strength and weakness. Its prescribed to work on five competitive forces viz. Competitive Strategy formulated by Peter F. Drucker while doing Industry analysis. In this context, write in brief for the following question: a. Assuming you wish to enter into Aviation (airlines) industry in Malaysia develop a Competitive Strategy for Aviation industry to analyze whether it' ideal to compete. Use the Competitive Strategy framework

Answer 1

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The answer to Q 1

(a) Task environment: The task environment of an organization includes competitors, customers, suppliers, strategic partners and regulators. McDonald’s is a fast-food chain that focuses on serving affordable fast-food in no-time. The fast-food chain works on the franchise model.

1. Competitors: The competitors are the organizations that sell similar or almost similar products. McDonald’s competitors are KFC, Burger King, Wendy’s, and Dairy queen. Apart from these primary competitors, McDonald’s has street food competitors.

2. Customers: McDonald’s serves the products to individual customers as well as institutional customers. The customers of McDonald’s are from the age group 18-40 who like convenience and speed.

3. Suppliers: Suppliers of an organization are the individual companies that provide raw material to produce finished goods. In the case of McDonald’s, the wholesale food processors, packaging manufacturers and Coca-Cola are the major suppliers. McDonald’s generally buys a soft drink from Coca-Cola, Ketchup from Heinz. McDonald’s has built relationships with more than one supplier.

4. Strategic partners: McDonald’s has a strategic partnership with Wal-Mart, Disney, and other foreign firms. In the premises of Wal-Mart stores, small McDonald’s shops are built. Moreover, McDonald’s promotes Disney products and Disney has built McDonald’s restaurants in theme parks.

5. Regulators: Regulators refer to the individuals or groups of organizations that have the ability to influence an organization’s policies and practices. In the case of McDonald’s, Food and Drug administrators, Security exchange commission, and environmental protection agency are the regulators.

(b) Demographic Environment: The demographic environment of an organization considers age, marital status, sex, education, income, religion, and geographic dispersion to analyze the potential of the product. It is used to define the target market. McDonald’s attracts the children as well as adults, so families like to enjoy at McDonald’s. McDonald’s sells the product at an affordable price to attract more middle-income individuals. McDonald’s has a presence in more than 100 countries. McDonald’s serves the products as per the preferences of individuals of that country.