MGMT208

Final Examination
Instructions:

Hi everyone!

Please follow the instructions below to get the maximum points.

1. Answer the questions below in a yellow pad or bondpaper. You can have it
handwritten or computerized.
2. Bonus points will be given as follows:
a. 10 points – if submitted within 24 hours after 9 P.M. of Feb 23.
b. 8 points – if submitted 2 days after.
c. 6 points – if submitted 3 days after.
d. 4 points – if submitted 4 days after.
e. 2 points – if submitted 5 days after.
3. Exam papers submitted beyond 5 days will be penalized 5 points per day.

1. Market segmentation is a relatively recent phenomenon. Until about the middle of

this century many firms offered a single basic product aimed at the entire mass
market (such as Coca-Cola or Levi jeans). But in recent years many firms—
including industrial goods manufacturers and services producers as well as
consumer products companies—have begun segmenting their markets and
developing different products and marketing programs targeted at different
segments. Which environmental changes have helped spark this increased
interest in market segmentation? Which advantages or benefits can a firm gain
from properly segmenting its market?
2. Earth Beat, an organic farm in San Pablo, Laguna produces a variety of fruity and
leafy vegetables such as lettuce, red amaranth, microgreens, among others and
delivers them to big and well-known hotels and restaurants in Manila. The owner is 27-
year old bachelor who is a graduate of a non-agriculture course from one of the
prestigious university in the U.S. The current income statement of the farm shows a
declining profitability partly due to higher percentage of returns and high transportation
cost. Given the current condition of the farm, what are the growth strategic options
open to the owner? Which of the these growth strategies you identified would you
recommend. Discuss your choice substantially.
3. Martinelli Pizza Deli is one of the local establishments in Ormoc City affected by the
economic developments the city has been experiencing. Prepare a SWOT Analysis for
the establishment and identify a strategic choice it must pursue given the developments
in the area.
4. Pepsi is a well-known brand of softdrink or soda drink. For years it has been a
follower of the leading brand, coke. 2017 income statement of the Pepsi Cola Bottling
in Tanauan, Leyte shows that their actual sales for the years was lower than the target
sales by more than 500,000 cases of 1.5 li. The first quarter of 2018 also saw the
actual sales of the company to be lower than targeted by more or less the same
volume. Being a soda drinker, discuss a marketing mix modification to improve the
declining sales of the product.