preview

Fsu Mktg 476 Take Home 1

Better Essays
Open Document

June 6th
MKTG 476

Chapter 1
1. How are the basic business philosophies or orientations of major consumer products firm such as General Mills or Nestlé and a small entrepreneurial start-up in a fast-growing, hi-tech industry likely to differ? What are the implications of such philosophical differences for the role of marketers in the strategic planning processes of the two firms?

Answer:
A) The major consumer products firms like General Mills and Nestlé have to be market oriented in. In Exhibit 1.6 its show the Marketing Orientated firms have a broad product line, pricing based on perceived benefits, and packaging focused on customer convince. Also It says that “many of America’s most market-oriented firms are well-established …show more content…

3. Selling existing products to new markets The Kelly Bottling could grow the company by using a new distributor like Meijer to test its products on a regional scale before selling it national and then global. 4. Expansion by Diversifying The Kelly Bottling company could expand their company by creating new health and protein drinks and starting their own nationwide retail store focusing on health and well being drinks.

2. Which diversification strategy is illustrated by each of the following acquisitions? What synergies of benefits might each purchase produce?
a.) A packaged food company's acquisition of a fast-food company that features hamburgers and French fries. The diversification strategy used here is forward vertical integration because the firm is moving downstream in terms of their product would be sold to a fast-food company. The synergies of benefit that might be produced are reduced cost of product for the fast-food company and increased speed of integrating a new product at the fast-food outlet.

b. A large retail's purchase of an interest in a company producing small appliances. The diversification strategy used here is backward vertical integration because the company producing small appliances is upstream on the supply chain from the large retailer. This would allow for reduced cost for the retailer. This is what Sears did with Kenmore.
c. A tobacco company's acquisition of a beer company. The

Get Access
Related
Get Access