Background to the Portfolio of Evidence This document contains Part One of the POE. This is a group assignment. Students need to work in pairs. Due to odd class numbers, one group of three may be necessary. Part Two and the Final POE will be provided in separate documents. Part One of the POE: Students must read the case study below and answer the following questions. Part One: Case study: A leading Chinese automotive manufacturer, BAIC, has recently entered the South African market. The company has conducted thorough market research. They are aware of the growth potential, as the automotive industry in South Africa has been growing steadily, with increasing demand for affordable and reliable vehicles. BAIC aims to capitalise on this demand by offering. a wide range of vehicles tailored to meet the diverse needs of South African consumers. However, BAIC has encountered several challenges since entering the South African market. South Africa's automotive market is highly competitive, with both local manufacturers and international brands already well-established. BAIC faces the problem of customers not considering or choosing their products. The CEO has approached you as a marketer with the following question: HOW DO WE SELL A PRODUCT TO A MARKET THAT DOES NOT APPEAR TO WANT IT? After engaging with the necessary marketing theory, you have learned that the only way to influence customers' decisions to buy a product is by effectively creating superior customer value and communicating this value to them. Therefore, you must conduct the necessary survey to create value by adapting the marketing strategy (decisions on the 4Ps). You must create an impactful advertisement and campaign to communicate this value afterwards. Disclaimer: While BAIC is an actual company, the case study content is fictitious.
Background to the Portfolio of Evidence This document contains Part One of the POE. This is a group assignment. Students need to work in pairs. Due to odd class numbers, one group of three may be necessary. Part Two and the Final POE will be provided in separate documents. Part One of the POE: Students must read the case study below and answer the following questions. Part One: Case study: A leading Chinese automotive manufacturer, BAIC, has recently entered the South African market. The company has conducted thorough market research. They are aware of the growth potential, as the automotive industry in South Africa has been growing steadily, with increasing demand for affordable and reliable vehicles. BAIC aims to capitalise on this demand by offering. a wide range of vehicles tailored to meet the diverse needs of South African consumers. However, BAIC has encountered several challenges since entering the South African market. South Africa's automotive market is highly competitive, with both local manufacturers and international brands already well-established. BAIC faces the problem of customers not considering or choosing their products. The CEO has approached you as a marketer with the following question: HOW DO WE SELL A PRODUCT TO A MARKET THAT DOES NOT APPEAR TO WANT IT? After engaging with the necessary marketing theory, you have learned that the only way to influence customers' decisions to buy a product is by effectively creating superior customer value and communicating this value to them. Therefore, you must conduct the necessary survey to create value by adapting the marketing strategy (decisions on the 4Ps). You must create an impactful advertisement and campaign to communicate this value afterwards. Disclaimer: While BAIC is an actual company, the case study content is fictitious.
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Transcribed Image Text:Background to the Portfolio of Evidence
This document contains Part One of the POE.
This is a group assignment. Students need to work in pairs. Due to odd class numbers, one group
of three may be necessary.
Part Two and the Final POE will be provided in separate documents.
Part One of the POE:
Students must read the case study below and answer the following questions.
Part One: Case study:
A leading Chinese automotive manufacturer, BAIC, has recently entered the South African
market. The company has conducted thorough market research. They are aware of the growth
potential, as the automotive industry in South Africa has been growing steadily, with increasing
demand for affordable and reliable vehicles. BAIC aims to capitalise on this demand by offering.
a wide range of vehicles tailored to meet the diverse needs of South African consumers.
However, BAIC has encountered several challenges since entering the South African market.
South Africa's automotive market is highly competitive, with both local manufacturers and
international brands already well-established. BAIC faces the problem of customers not
considering or choosing their products. The CEO has approached you as a marketer with the
following question: HOW DO WE SELL A PRODUCT TO A MARKET THAT DOES NOT APPEAR TO
WANT IT?
After engaging with the necessary marketing theory, you have learned that the only way to
influence customers' decisions to buy a product is by effectively creating superior customer
value and communicating this value to them. Therefore, you must conduct the necessary
survey to create value by adapting the marketing strategy (decisions on the 4Ps). You must
create an impactful advertisement and campaign to communicate this value afterwards.
Disclaimer: While BAIC is an actual company, the case study content is fictitious.
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