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Assignment 3 / Group Assignment
Taylor’s Business Foundation Programme

Introduction To Marketing / BUS0313

September Semester 2013

Assignment 3 / Group Assignment (25%):

Students are required to work in a group of 3 to 4 members. Students will be allocated one case study to analyse and attempt. The case study comprised of a few questions. Students are strongly encouraged to exhaust relevant syllabus taught and guided throughout the semester to attempt all the questions. Choose either one of the following case study to attempt, please refer to the attachments for the detail of case study.

Case study 1:
Abou Shakra Restaurant: Creating Customer Value The Old-Fashioned Way
Questions:
1. Describe Abou Shakra in terms of the value it provides for customers. (20 marks)

2. Do you think Abou Shakra should develop a high-growth expansion strategy? Why or why not? (20 marks)

3. Should Abou Shakra spend more on advertising than is currently expended? (20 marks)

4. Suggest TWO (2) other methods by which Abou Shakra can provide value to its customers. (40 marks)

Or

Case study 2:
Mavi Jeans: Jeans That Fit
Questions:
1. Indicate and explain FIVE (5) factors contributed to the success of Mavi Jeans? (20 marks)

2. How would you define the company’s target market? What is the current positioning strategy? Briefly explain Mavi’s 4Ps. (20 marks)

3. Suggest TWO (2) methods by which Mavi can segments and targets the Malaysian consumer jean market. (20 marks)

4. Provide TWO (2) recommendations would you make to help Mavi keep up the brand image and enhance the connection to the target market?