SEMESTER FALL 2019

Marketing Management
(MKT501)
Assignment # 1

Due Date: Tuesday, November 26, 2019

Total Marks: 15
Topic: Strategic marketing planning
NOTE: Assignments after due date or submitted via email will not be accepted

Objective of Assignment:
The basic objective of the assignment is to make students familiar with the concept and
importance of strategic marketing planning.
Learning Outcomes:
After attempting this assignment, students will be able to:
 Understand the concept of strategic marketing planning
 Identify the particular type of market dominance strategies

Scenario:
Mobile phone market in Pakistan has really developed in the previous two decades or so. The
boom in mobile phone market has seen quite some new companies entering Pakistan with their
product offerings and the market has seen some tough competition not only in Pakistan but
across the globe. Chinese mobiles have also changed the landscape of mobile phone market
shares. In Pakistani market (according to the statistics of previous year) almost 40.48% of the
market share rests with Samsung, thus it has a substantial market share along with wide
distribution as well as variety of products and consistently available newer products. Samsung is
followed by Huawei which hold the second highest share in the Pakistani market with 13.62% of
the market share which is consistently on the rise. Even though the difference in market shares of
Samsung and Huawei is significant however Samsung is facing a decrease in its market share
due to the rising shares of its competitors especially Huawei. Oppo and Q-mobile are other
prominent names in the market as well; however, they have less market shares (6.8 & 7 %
respectively) and spend less on their R&D while not getting into any head-on battle with the
market giants. Apple being very popular in the American and some other developed markets,
concentrates on a selected few target markets in Pakistan. They have narrow market segments
with tailored marketing mix for those segments.
Requirements:
1. As per the provided scenario, identify the types of market dominance strategy being
followed by following companies: (10 marks)
a. Samsung
b. Huawei
c. Q-Mobile
d. Oppo
e. Apple
2. Provide any three characteristics of a successful ‘Market Nicher’. (5 marks)

Important:
Grace period of 24 hours is usually available to overcome uploading difficulties. Grace period
should only be used in unforeseen situations and the due dates should always be treated as final
submission date to avoid any inconvenience.
Important Instructions:
 Marks will be awarded as per the quality and correctness of your answer and not it
length. Therefore be precise, avoid extra and unnecessary details (Follow the instructions
provided in the requirements)
 Your answer should be in bulleted/points form where necessary or where asked.
 You can take help from internet for collecting the information but copying and pasting
from internet or other sources is strictly prohibited even if you give references.
Plagiarism is strictly prohibited, therefore abstain from it.
 Carefully watch relevant lectures and consult the relevant material from handouts along
with recommended books.
 Make sure to upload the solution file before the due date on VULMS.
 Any submission made via email after the due date will not be accepted.
Formatting guidelines:
 Use the font style “Times New Roman” and font size “12”.
 It is advised to compose your document in MS-Word format only.
Referencing Guidelines:
Use APA style for referencing and citation (if required). For guidance search “APA reference
style” in Google and read various website containing information for better understanding or
visit http://linguistics.byu.edu/faculty/henrichsenl/apa/APA01.html
Rules for Marking:
Please note that your assignment will not be graded or graded as Zero (0), if:
 It is submitted after the due date.
 The file you uploaded does not open or is corrupt.
 It is in any format other than MS-Word e.g. Excel, PowerPoint, PDF etc.
 It is cheated or copied from other students, internet, books, journals etc.
HAPPY LEARNING