BE200 – Marketing Management
Tutor Marked Assessment
MG
Spring 2017
Case Study: How Fujitsu Services Uses Segmentation to Prioritize Sales Opportunities
In 2007, Fujitsu, a world leading IT Services Company, realized that it was spreading its attention too thinly across the U.K. market. It knew that there were existing and potential customers that were worth a more focused selling effort, but it was not sure where to apply the resources to get the most payback (profit).
Using a combination of internal criteria and external reputation criteria, Fujitsu was able to map its most attractive opportunities within the major industries it serves. As a result, marketing was able to offer valuable guidance, based on data developed jointly with sales, on the accounts that could benefit from more attention.
Question 1: (20 Marks)
What is the mistake Fujitsu was doing before 2007 and what strategy did the company adopt to treat it? (10 Marks)
As Fujitsu marketing manager, give some recommendations about the way the company should develop its marketing campaign based on the elements of the marketing mix. (10 Marks)
Word count: 350 words
Question 2: (40 Marks)
Explain the three main marketing strategies applied by companies in order to gain competitive advantage in the current dynamic environment. (15 Marks)
How did Fujitsu apply segmentation among the marketing strategies explained in part (a) of question 2? (10 Marks)
Explain the Five steps used by Fujitsu to identify attractive companies within each industry. (15 Marks)
Question 1: (20 Marks)
a. What is the mistake Fujitsu was doing before 2007 and what strategy did the company adopt to treat it? (10 Marks)
b. As Fujitsu marketing manager, give some recommendations about the way the company should develop its marketing campaign based on the elements of the marketing mix. (10 Marks)
Word count: 350 words
Question 2: (40 Marks)
a. Explain the three main marketing strategies applied by companies in order to gain competitive advantage in the current dynamic environment. (15 Marks)
b. How did Fujitsu apply segmentation among the marketing strategies explained in part (a) of question 2? (10 Marks)
c. Explain the Five steps used by Fujitsu to identify attractive companies within each industry. (15 Marks)
Word count: 350 words.
Question 3: (20 Marks)
Name and describe the elements of the company’s microenvironment factors illustrating the importance of each one. (20 Marks)
Word count: 300 words
Question 4: (20 Marks)
How did you decide on the college or university you are currently attending? Based on BE200 material and on your own experience describe the factors that influenced your decision and the decision-making process you followed.
Word count: 200 words
رد مع اقتباس