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Bba 840 - Marketing

MBA Marketing notes

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32 views2 pages

Bba 840 - Marketing

MBA Marketing notes

Uploaded by

gloriters
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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KENYATTA UNIVERSITY

UNIVERSITY EXAMINATIONS 2014/2015


DIGITAL SCHOOL OF VIRTUAL & OPEN LEARNING
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF MASTER OF
BUSINESS ADMINISTRATION
BBA 840: MARKETING MANAGEMENT

DATE: SUNDAY 3RD MAY 2015 TIME: 2.00 P.M. – 5.00 P.M.

INSTRUCTIONS
Answer Question ONE and any other THREE Questions

CHLORIDE EXIDE OPENS PLANT FOR MAINTENANCE FREE BATTERIES


The makers of Chloride Exide batteries have opened a manufacturing plant to produce
maintenance – free batteries that will retail between ksh. 4,000 Kshs. 18,000 depending on the
size. Associated battery Manufacturers (ABM) is targeting the growing number of motorist in
the region to rev up sales of the batteries branded Powerlast.

Maintenance-free batteries do not require adding water and acids and are usually sealed. The
company will however, continue to produce the normal lead-acid batteries. At present, the
Powerlast range consists of five battery types. Soon, ABM will manufacture a full range of
maintenance-free to cover all motor vehicles and generators’, said ABM mnaging director
Guy Jack.

The Kshs. 600 million investment financed through own cash reserves and credit facility from
NIC bank will see ABM cease importing the batteries which it has been sourcing from South
Korea for the last 15 years. ‘We are making about 10,000 maintenance-free batteries a month.
In the next few years, we think that we will grow to about 50,000 – 60,000 a month,’

said Mr. Jack. The investment was made on the back of a government ban for export of lead
which the company says is critical in their manufacturing process. The company has
established a network of scrap battery collectors’ from which it extracts the lead. The old
batteries are brought at a cost of ksh. 35-55 depending on the quantity and quality of lead.
Adopted from Business Daily, Wednesday February 188, 2015)

Page 1 of 2
INVOLVEMENT IN ANY EXAMINATION IRREGULARITY SHALL LEAD TO DISCONTINUATION
Question One
a) Using relevant examples, explain some of the marketing environmental forces that have
facilitated such a move from Chloride Exide. (10 marks)

b) Considering your familiarity with East African environment, explain some of the
consumer needs and behaviour that chloride will be addressing through such product.
(10 marks)
c) Using the prevailing environment in Kenya, explain the type of marketing
communication that Chloride Exide should employ to ensure that they get access to raw
materials as well as enlighten the consumers.

Question Two
Customers today are demanding choosy and very perceptive. Describe how understanding of
buyers’ behaviour can enable a manager to cope with these demands and varying perceptions.
(10 marks)

Question Three
Describe by use of examples how marketing information systems facilitate demand forecasting
and understanding of market trends. (10 marks)

Question Four
Four European countries have issued travel advisories against Kenya in the recent past. As a
marketer, describe what are the implications of these advisories to industry play. What would
you advise the players in this industry to do to deal with these changes? (10 marks)

Question Five
Pricing and distribution are the most useful tools to an organization. With reference to an
organization operating in EAST AFRICA discuss how price can facilitate an organization to
achieve its goals. (10 marks)

Page 2 of 2
INVOLVEMENT IN ANY EXAMINATION IRREGULARITY SHALL LEAD TO DISCONTINUATION

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