The University of Lahore (Islamabad Campus)

Lahore Business School

Strategic Marketing
Masters of Business Administration

Semester: VII and VIII

Instructor: Sumaira Irshad Email: sumaira.irshad@lbs.uol.edu.pk

Course Code: abcdef19 Course Cr. Hrs.: 3

Assignment 2

1. Selecting the proper performance criteria for use in tracking results is a key
part of strategic evaluation program. Suggest performance criteria for use by a
fast-food retail chain to monitor strategic marketing performance?

Growing business needs to be closely and carefully managed to ensure the success of new
investment decisions and expansion plans. However, many owner-managers find that as their
business grows they feel more remote from its operations.
Putting performance measurement systems in place can be an important way of keeping track on
the progress of your business. It gives you vital information about what's happening now and it
also provides the starting point for a system of target-setting that will help you implement your
strategies for growth.

Quality-related performance measures for Fast food retail chain managers

Organizations use financial measures as a means of management. However, these measures

typically produce undesirable results. Taking the example of fast food chains, if corporate
headquarters evaluate store managers solely on the basis of store revenue, then store managers
might tend to emphasize the revenues of their respective stores at the expense of other
responsibilities. These responsibilities may affect the reputation of other stores in several aspects,
including fresh food provisions, fast service, and clean environment. All these aspects affect the
future performance and growth of the entire chain.

Quality-related performance measures of assessing the performance of store managers by

conducting value chain and value creation analysis.

Higher weights of quality-related performance measures to assess store manager

performance results in greater chain growth.
 2. One of the more difficult management control issues is determining whether a process is
experiencing normal variation or is actually out of control. Discuss how management can
resolve this issue.

It is so easy for practicing managers to become pre-occupied with day-to-day activities, neglecting
to step back and review overall operations. The development of marketing metrics reporting the
added-value of marketing to the whole company to senior Management supports this need for
strategic review. Regular audits and continuous monitoring of the market and competitive
environment can prevent sudden shocks and can alert management to new opportunities Setting
standards for gauging marketing performance These standards help determine what information is
needed to monitor performance.

Management can resolve such issues by:

1. Developing and clarifying mission, policies, and objectives of the agency or organization

2. Establishing formal and informal organizational structures as a means of delegating authority

and sharing responsibilities
3. Setting priorities and reviewing and revising objectives in terms of changing demands
4. Maintaining effective communications within the working group, with other groups, and with
the larger community
5. Selecting, motivating, training, and appraising staff
6. Securing funds and managing budgets; evaluating accomplishments and
7. Being accountable to staff, the larger enterprise, and to the community at large

3. How would the marketing dashboard differ between a business-to-business company

marketing computer software and a producer packages consumer products?

Business Marketing refers to the sale of either products or services or both by one organization to
other organizations that further resell the same or utilize to support their own system. In consumer
markets, products are sold to consumers either for their own use or use by their family members.

Differences in Purchasing Process

Consumers buy your products or services for personal use. Business buyers purchase products or
services for use in their companies. In B2B-buying, the purchasing process is more complex.

Payment and Pricing Differences

In B2C, consumers who buy products from you pay the same price as other consumers. In B2B,
price may vary by customer. Customers who agree to place large orders or negotiate special terms
pay different prices to other customers. Payment mechanisms also differ.
In B2C transactions, consumers select products and pay for them at the point of sales using
payment mechanisms such as credit or debit cards, checks or cash.
B2C E-commerce Processes
B2C and B2B are also different forms of electronic commerce. B2C e-commerce is a process for
selling products directly to consumers from a website. Consumers browse product information
pages on your website, select products and pay for them before delivery at a checkout, using a
credit or debit card, or other electronic payment mechanism. Consumers enter their address details
and select one of the delivery options you offer.
The basic B2C business system is relatively simple

Commerce Infrastructure
At a more advanced level, you can offer groups of products customized to different customers. The
business system selects the appropriate products to display when a customer logs in. This
streamlines the process for business customers, as they do not have to browse a complete catalogue
to find the products they want to buy from you.

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