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Marketing Strategy
Jun 2025 Examination
Q1. XYZ Tech Solutions is a mid-sized IT company specializing in AI-driven automation solutions. The company has seen rapid growth in the past five years due to its innovative product offerings and strong R&D team. However, it faces increasing competition from global giants who have more resources and brand recognition. Additionally, changing government regulations on data privacy and AI ethics poses challenges.
At the same time, there is a growing demand for AI-powered automation solutions in sectors like healthcare, finance, and e-commerce. Many companies in these industries are looking for cost-effective and efficient automation solutions. XYZ Tech Solutions has a skilled workforce and a reputation for providing customized AI solutions.
Using the TOWS Matrix, analyze XYZ Tech Solutions’ strategic options. Identify at least one strategy from each quadrant (SO, WO, ST, WT) and explain how the company can leverage its strengths, weaknesses, opportunities, and threats to develop a sustainable competitive advantage. (10 Marks)
Q2. ABC Beverages is a well-established company in the soft drink industry, known for its flagship product, “FizzUp,” a lemon-flavored carbonated drink. Over the past few years, the company has faced stiff competition from new entrants offering healthier and more diverse beverage options. To maintain its market share, ABC Beverages has adopted two key strategies:
- Line Extension Strategy – Introducing new variants of FizzUp, such as FizzUp
Zero (sugar-free) and FizzUp Energy (with added caffeine and vitamins).
- Product Modification Strategy – Reformulating the original FizzUp to reduce artificial sweeteners and introduce natural ingredients while maintaining its classic taste.
Despite these efforts, the company has seen mixed results—while some new variants have gained popularity, others have struggled to capture significant market share. Evaluate the impact of line extension and product modification strategies on ABC Beverages’ market share. Discuss the advantages and challenges of each approach, providing recommendations on how the company can optimize its strategy to achieve sustainable growth. (10 Marks)
Q3 (A). M/s GreenTech is a startup that has recently launched an innovative, solar-powered portable charger in the Indian market. The charger is designed for eco-conscious travelers and outdoor enthusiasts, offering fast charging, multiple USB ports, and a lightweight, foldable design. The product aims to reduce dependence on traditional electricity sources while providing a convenient charging solution. It is priced at INR 3,000, making it competitive compared to similar products in the market, which range from INR 2,500–4,500.
The company’s target market includes urban professionals, adventure travelers, and students who prioritize sustainability and convenience. Metro cities like Delhi, Mumbai, Bangalore, and Chennai have been identified as key locations due to their growing interest in eco-friendly technology. Market research suggests rising demand for portable power solutions, but competition exists from both local and international brands offering similar products with varying price points and features.
M/s GreenTech has a limited marketing budget and plans to focus on digital advertising through social media (Instagram, YouTube, and LinkedIn) and e- commerce platforms (Amazon, Flipkart, and its own website). The company seeks innovative strategies to stand out in the market and build a strong consumer base. Using Ansoff’s Product-Market Growth Matrix, suggest a focused marketing strategy for M/s GreenTech by identifying one key approach from either market penetration, market development, product development, or diversification. Justify your choice. (5 Marks)
Q3 (B). M/s GreenTech is a startup that has recently launched an innovative, solar-powered portable charger in the Indian market. The charger is designed for eco-conscious travelers and outdoor enthusiasts, offering fast charging, multiple USB ports, and a lightweight, foldable design. The product aims to reduce dependence on traditional electricity sources while providing a convenient charging solution. It is priced at INR 3,000, making it competitive compared to similar products in the market, which range from INR 2,500–4,500.
The company’s target market includes urban professionals, adventure travelers, and students who prioritize sustainability and convenience. Metro cities like Delhi, Mumbai, Bangalore, and Chennai have been identified as key locations due to their growing interest in eco-friendly technology. Market research suggests rising demand for portable power solutions, but competition exists from both local and international brands offering similar products with varying price points and features.
M/s GreenTech has a limited marketing budget and plans to focus on digital advertising through social media (Instagram, YouTube, and LinkedIn) and e- commerce platforms (Amazon, Flipkart, and its own website). The company seeks innovative strategies to stand out in the market and build a strong consumer base. Recommend an appropriate pricing strategy for the solar-powered charger, considering competitors’ pricing, consumer willingness to pay, and the brand’s eco-friendly positioning. Justify your recommendations with a strong rationale. (5 Marks)
Dear Students,
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