North South University

Department of Marketing and IB

Marks obtained: Student Learning Assessment

Semester: Fall 20
Course Code: MKT 460, Section: 5
Faculty: _RFE___ Date: ___________
(This space is for faculty’s usage. Do not write here.) Time: 1 hour

Name ID Sr number
1. Sudipto 1530186030 12
Saha
2. Shyam 1512570030 10
Kumar
Banik
3. Anzuman 1632395030 24
Ara Shimu
4. Farhad 1712297630 29
Uddin
5. Nawshaba 1610504030 17
Ali
Chowdhury
6. Moumita 1621296030 23
Paul
Shailee
7. Rukhsana 1712952630 31
Mehebub
Arpa
8

1. Identify an opportunity and a threat from the external environment. (2 marks)

Opportunity Threat
Opp
An emergence of coffee culture in Bangladesh
1ukhOperating business in the residential area that is against the

law
2. Identify strength and a weakness from the internal environment. (2 marks)

Strength Weakness
A fantastic environment with an ample number of power
Prices of the similar products are higher
socket to charge electronic devices. than local stores.

3. Which one of Porter’s Generic Strategies did Freddy’s Coffee Shop (FCS) follow? Why? (2 marks)

Type of Strategy: Differentiation

Justification: In differentiation strategy, a firm has different attributes for different consumers. In FCS, the
environment of the shop in designed in a way so that almost all of the consumers can enjoy. For example, The
interior of Freddy’s Coffee Shop consisted of cozy seating layout with regular coffee chairs and tables, sofas,
and bar-style seating arrangements. Warm lights ensured a softly lit interior. Again, The shop has a large range
of items on the menu, freshly prepared in their state of the art kitchen, consisted of several types of burgers,
sandwiches, wraps and hot dogs that satisfied both light and heavy eaters.

4. Identify one specific example of the following types of segmentation: (6 marks)

Geographic Demographic Psychographic Behavioral

Students and office executives

Personality Traits: Benefits:customers can
Location- Uttara Both male and female 1. Serves fusion foods,drink fusion food with
relaxing place quality
with coffee
good ambiance.
2. They make coffe Typeswith of loyalty: regular
imported coffee beans
customers always come to
which is blended in
the place
house.
3. consists of cozy seating
layout with regular Usage rate : all kinds of
customers come here but
coffee chairs and tables,
sofas, and bar-stylespecifically office
executives and students
seating arrangements.
4. Warm lights ensured mosta favourite place
softly lit interior.
Posters of the iconic
Chicago skyline togeth-
er with softly played.
 Core values :
1. Serves quality foods
2. Responsible to to
customers

5. What was the positioning of the brand FCS? (2 marks)

Statement: Statement:
Core values-
1.Brand persona

2.Emotional benefits
3.Core values
4.Functional benefits
5.Features and attributes

6. Suppose FCS introduces meals consisting of items from their existing menu, for the same niche who love FCS.
Utilizing Ansoff’s growth matrix, identify what kind of growth strategy this is. (2 marks)

Name of the Strategy: Market Penetration

Justification: So, if FCS introduces meals consisting of items from their existing menu for the
same niche who love FCS and utilizing the Ansoff growth matrix that would be Market
Penetration Growth Strategy. It provides the least risk from the other four growth strategy.
The main concern of this strategy is to increase market share by finding the new customers by
increasing the sales and attempt to grow the market that already exist with products. There are so
many advantages of choosing market penetration such as decreasing pricing and increasing sales
and so on.
So for this Scenario of FCS if they introduce meals consisting of items from their existing menu
that means the product already exist as they mention that the meal consisted with existing menu
and also from the same niche who loves FCS which indicate that the market is also existing
market so for this they follow Market Penetration Growth Strategy,
7. Evaluate the following decisions, stating whether you feel this idea is a good one or not. (4 marks)

Opening new branches: As we are considering strategies to expand the coffee business. So, we will have to
come up with a proper market research for our product placement and it’s pricing. Opening new branches is
definitely a great idea for our market expansion. But here comes the fact,

a) we need to setup our shops in such places whereas there will be a proximity of publics or places where
citizens are fond of hanging up together.

b) Secondly, as we can see in the case more than 90% of the coffee shop patrons fell within the age bracket
of 19-32 years. So, we will research where these age group spend their maximum amount of time. Then we
will target that place and set up branches over there. In general, these are actually young professionals or
college and university students. So, for them we can target setting up booths close to their campus or inside
their campus, or next to their offices. This will surve our purpose better off.

c) Thirdly, we will not stick to the limit of this age group. Since, we are yet to catch up with the age group of
33-65. Then we will carry out a survery to this age group and get their feedbacks in terms of their demands,
i.e. taste of coffee, added flavour(if anything like chocolate they want). Then we will target them with a
modified coffee for them.

So, I think opening new branches will open up new opportunities for us to meet with our goals of expansion
in the market in general.

Setting up express counters in supermarkets and offices: Setting up express counters in supermarkets and
offices with the collaboration with respective authority can be another great idea to expand our market. Because
normally people goes to supershops keeping good amount of time. There they even go along with their friend circles
too. It means, they will love to have a hangout over there with a cup of coffee. Similarly, in the busy schedule of
office time, employees will love to refresh them with a short break and a cup of coffee with make them refresh in
such work environment and recharged. So, this is an idea which will surve the purpose.

8. While keeping the consumer behavior in mind, how did FCS pursue relationship marketing and what do you
think were the outcomes of such activities? (2 marks)

The FCS team is very much cooperative and generous with their relationship with customers. As
we can see in the case, Karim and Mahmud’s team generated quirky posts on social media with
reference to trending pop cultural elements whereas they are getting massive customer responses.
FCS team is patiently responding to their queries one by one. This presence on social media created
 a loyal following of young urban professionals and students. Thus, we can say that FCS team has
won their heart and created a craze among them already. In the FCS The imported coffee beans,
blended in-house, offered excellent coffee are basically the reason why customers are always
coming back. Besides that our waiters know about the need of our regular customers and their
regular orders.

9. Develop a campaign for FCS on digital media keeping the upcoming Valentine’s Day (or a celebration of your
choice) in mind. Mention objective, message and appropriate digital media that will be used. (4 marks)

Objectives:

Specifics Measurement (%) Time bound

Poster display 15% 7-8 days
Digital banner 12% 6-7 days
Advertisement 25% 10-12 days
Celebrity endorsement 20% 14-15 days
Free giveaway 10% 4-5 days

Campaign Budget: BDT 50,000 Estimated numbers to cover: 50,000-70,000

Selected media:
Facebook, Youtube, Instagram as these medias are very popular among the young people of Bangladesh.
Interactive Content( draw it):
 Sales

12% 18%
Poster display
Digital banner
24% 15% Advertisement
Celebrity endorsement
Free giveway
31%

Integrated Strategy ( digital +event)

The campaign will consist of Poster display, digital banner, Advertisement on social media, Celebrity
endorsement and Free give way. Celebrities will visit the shop while enjoying in the menu. They share their
experience and will have some time with the customers who will get the opportunity for give way. Besides, our
online advertisement will go on.

10. Suppose you are the operations manager of FCS. Your supplier offers to sell to you a batch of coffee that has
reached expiry date. However the supplier offers to discount this batch for you heavily. Expired coffee might
result in health consequences for the consumers. But consumers would have no way of tracing the health issue
back to FCS. You can continue to charge the same price, and make a greater margin than before. What would
you do? Explain. (4 marks)

Answer: As a operation manager of FCS i think i shouldn’t buy the expiry date product. Because its not only
about the money but also about the ethics. We have some ethics in Business i am explaining it in below:
Every business Organization is under ethics and must run it. #Honesty- In business we have to being honest
with our customer we can not cheat on them giving expiry date coffee i give then It’s not counted as
Honesty . Though they will not know about it. #Integrity -with our moral values we have to strict in business
also. #promise keeping & trustworthiness -we can already see that in the description of future directions
mention that FCS give a good quality coffee that’s why the demand is increasing. So we should keep our
promise and do not play with customers trustworthiness. Because for long run it will not going to work to
play with customers trustworthiness. We should keep our promise. # Loyality- we have to give faithful
services to customers. If they have good faith in FCS then it will become more Successful business in future.
#Fairness- Giving honest action like good product no bad things mix in coffee making Process is being fare to
the customer. #Law abiding – we have to follow the all laws & regulations in business. If any company find
braking rule make trouble for itself. So by maintaining law we should not give expiry date coffee. # concern
for customers – ethical executive should be caring, benevolent, kind to their customers this is the golden
rule. So, for caring about customers health and giving them good quality products is necessary for business.