Solapur University Question Paper
M.B.A. – II (Semester – IV) Examination, 2014
Group G – INTERNATIONAL BUSINESS
International Marketing (Paper – III) (New)
Day and Date : Tuesday, 17-6-2014 Total Marks : 70
Time : 11.00 a.m. to 2.00 p.m.
Instructions : 1) Question No. 1 is compulsory.
2) Attempt any two Questions from Q. 2, Q. 3 and Q. 4.
3) Attempt any two Questions from Q. 5, Q. 6 and Q. 7.
4) All questions carry equal marks.
1. Analyse the following case : 14
Under fast developing/changing marketing conditions, Kodak evolved its new
product and business strategy. The company generally used product
standardization with required regional modifications and took account of
international product life cycle in deciding its strategy.
Kodak has been successful in thriving for many years on its tested business
model of selling plenty of cameras at low prices and generating big profits on
inks, chemicals and papers used for making prints. But that strategy almost
collapsed because of digital revolution and foreign competitors invading Kodak’s
long-standing control of the photography business. Kodak shares, which moved
around $60 in the beginning of the decade, have fluctuated up and down-but
mostly down, since then. According to Thomson Financial, only two out of eleven
analysts who track Kodak rate it a ‘buy’, six rate it a ‘sale’ and Credit Suisse
First Boston just terminated coverage.
To respond to changed customer expectations and demand pattern, Kodak went
for product innovation and introduced in the market easy to use digital cameras.
This has been a success and with this, Kodak is showing signs of a turnaround.
Kodak cameras and softwares are selling well and this has prompted /urged
consumers to take another took at the brand. The company’s EasyShare digital
cameras are neck-to-neck competitors with Sony’s models with each commanding
about 20 percent market share.
SLR-XY – 85 -2-
Many analysts are, however, sceptical about Kodak’s financial and profit
restoration in the new environment. They argue that thermal printer ribbons,
coated papers and inks do not offer 60 percent margin which film commanded.
However, Kodak’s supporters maintain that the critics are missing an important
element of the turnaround : profit margin on sales to consumers and in the industrial
(B-to-B) market can reach or even exceed, a steady 30 percent.
Kodak has gradually unfolded its product and business strategy. Responding to
customer requirements, the company has opened 55,000 self-service kiosks
doing brisk business in retail stores far more than rivals like Fuji and Sony.
Kodak’s printing docks and other devices for simplifying making of prints at
home are also bestsellers. Kodak commands almost 57 percent of the market
for snapshot printers which make 4'' by 6'' prints. This guarantees the company
a good share of the market for the coated papers and thermal ribbons which the
printers use. Although, Kodak does not make consumer inkjet printer, it is only
second to Hewlett-Packard in sales of Inkjet papers.
As part of its product and extension strategy, Kodak has moved forward from
digital innovations in cameras. To strengthen and achieve synergy in print
solutions, Kodak has gone for related diversification through acquisition.
Kodak bought Sun Chemical’s 50 percent of Kodak polychrome graphics which
sells film based and digital products. The company has also taken over
Heidelberger’s share of NexPress solutions which makes large digital printers.
These two operations, combined with other acquisitions, give Kodak a full line of
commercial printing products and complete the new product strategy.
1) Analyze the case study
2) Identify the problem
3) Generate possible alternatives
4) Choose the best alternative.
2. Write short note (any two) : 14
1) Role of internet in international marketing
2) Importance of ecological concerns in international marketing
3) Advantages of personal selling in international marketing.
-3- SLR-XY – 85
3. Write short note (any two) : 14
1) Stages in new product development
2) Problems of promotion in international marketing
3) Types of international intermediaries.
4. Write short note (any two) : 14
1) Product mix decisions
2) Requirement of export packing
3) Components of international logistic management.
5. Explain in detail steps involved international marketing research process. 14
6. What is transfer price ? What are the three basic factors affecting price in any
market ? What considerations enter into the pricing decision ? 14
7. Describe various combinations of product and promotion strategies available to
international marketer. When is it appropriate to use each ? 14
M.B.A. – II (Semester – IV) Examination, 2014
Group G – INTERNATIONAL BUSINESS
International Marketing (Paper – III) (New)
Day and Date : Tuesday, 17-6-2014 Total Marks : 70
Time : 11.00 a.m. to 2.00 p.m.
Instructions : 1) Question No. 1 is compulsory.
2) Attempt any two Questions from Q. 2, Q. 3 and Q. 4.
3) Attempt any two Questions from Q. 5, Q. 6 and Q. 7.
4) All questions carry equal marks.
1. Analyse the following case : 14
Under fast developing/changing marketing conditions, Kodak evolved its new
product and business strategy. The company generally used product
standardization with required regional modifications and took account of
international product life cycle in deciding its strategy.
Kodak has been successful in thriving for many years on its tested business
model of selling plenty of cameras at low prices and generating big profits on
inks, chemicals and papers used for making prints. But that strategy almost
collapsed because of digital revolution and foreign competitors invading Kodak’s
long-standing control of the photography business. Kodak shares, which moved
around $60 in the beginning of the decade, have fluctuated up and down-but
mostly down, since then. According to Thomson Financial, only two out of eleven
analysts who track Kodak rate it a ‘buy’, six rate it a ‘sale’ and Credit Suisse
First Boston just terminated coverage.
To respond to changed customer expectations and demand pattern, Kodak went
for product innovation and introduced in the market easy to use digital cameras.
This has been a success and with this, Kodak is showing signs of a turnaround.
Kodak cameras and softwares are selling well and this has prompted /urged
consumers to take another took at the brand. The company’s EasyShare digital
cameras are neck-to-neck competitors with Sony’s models with each commanding
about 20 percent market share.
SLR-XY – 85 -2-
Many analysts are, however, sceptical about Kodak’s financial and profit
restoration in the new environment. They argue that thermal printer ribbons,
coated papers and inks do not offer 60 percent margin which film commanded.
However, Kodak’s supporters maintain that the critics are missing an important
element of the turnaround : profit margin on sales to consumers and in the industrial
(B-to-B) market can reach or even exceed, a steady 30 percent.
Kodak has gradually unfolded its product and business strategy. Responding to
customer requirements, the company has opened 55,000 self-service kiosks
doing brisk business in retail stores far more than rivals like Fuji and Sony.
Kodak’s printing docks and other devices for simplifying making of prints at
home are also bestsellers. Kodak commands almost 57 percent of the market
for snapshot printers which make 4'' by 6'' prints. This guarantees the company
a good share of the market for the coated papers and thermal ribbons which the
printers use. Although, Kodak does not make consumer inkjet printer, it is only
second to Hewlett-Packard in sales of Inkjet papers.
As part of its product and extension strategy, Kodak has moved forward from
digital innovations in cameras. To strengthen and achieve synergy in print
solutions, Kodak has gone for related diversification through acquisition.
Kodak bought Sun Chemical’s 50 percent of Kodak polychrome graphics which
sells film based and digital products. The company has also taken over
Heidelberger’s share of NexPress solutions which makes large digital printers.
These two operations, combined with other acquisitions, give Kodak a full line of
commercial printing products and complete the new product strategy.
1) Analyze the case study
2) Identify the problem
3) Generate possible alternatives
4) Choose the best alternative.
2. Write short note (any two) : 14
1) Role of internet in international marketing
2) Importance of ecological concerns in international marketing
3) Advantages of personal selling in international marketing.
-3- SLR-XY – 85
3. Write short note (any two) : 14
1) Stages in new product development
2) Problems of promotion in international marketing
3) Types of international intermediaries.
4. Write short note (any two) : 14
1) Product mix decisions
2) Requirement of export packing
3) Components of international logistic management.
5. Explain in detail steps involved international marketing research process. 14
6. What is transfer price ? What are the three basic factors affecting price in any
market ? What considerations enter into the pricing decision ? 14
7. Describe various combinations of product and promotion strategies available to
international marketer. When is it appropriate to use each ? 14
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