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SUBJECT : ASIA-PACIFIC MARKETING MANAGEMENT

DATE : 30 MARCH 2001 (FRIDAY)

TIME : 6.30 PM TO 9.30 PM

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INSTRUCTIONS TO CANDIDATES

1.    The duration for the examination is THREE (3) hours.

2.    This examination consists of ONE(1) case study that has been circulated to you previously without the

       questions.

                            CASE : MARVEL CORPORATION (100 marks)

3.    Candidates must answer ALL the questions. Questions are allocated different marks and candidates

       are advised to allocate their time accordingly.

 

4.    Please write your registration number on all examination materials handed in. Do not write

       your name.

5.    Total number of pages including this :         39

Asia-Pacific Marketing Management

MARCH 2001                                                                                                                                                         

3 HOURS

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CASE : MARVEL CORPORATION (Answer all 5 questions)

Question 1 (25 marks)

 

Perform a SWOT Analysis of Marvel Corporation. What major conclusions do you draw from this analysis?

 

 

Question 2 (20 marks)

 

Evaluate the performance of Marvel Corporation in China? How do you explain its successes and failures?

 

 

Question 3 (30 marks)

 

What criteria would you use for deciding on Marvel’s product positioning in China? Give your arguments for

and against positioning Marvel as premium Ice Cream in the Chinese market.

 

 

Question 4 (20 marks)

 

What recommendations would you make for improving the performance of Marvel in the Beijing Market?

 

 

Question 5 (15 marks)

 

Write brief notes on:

a.    Use of Vendcarts

b.    Using Competitive pricing for Marvel

c.    Positioning Cakes as American products or as more traditional Chinese products.