1. Case study CCD
And
Short notes are compulsory
(Q 15 and Q 16)
1 a) Under what circumstances is the 'differentiation' startegy most useful?
b) What are the risks involved in following the 'Cost leadership strategy'?
c) How can one use the 'unmet needs' to create sustainable competitive advantage?
d) What are the questions you would like to ask whle carrying out 'Environmental analysis'?
2) Explain the major steps involved in the 'Competitor analysis' to understand the competitors
3) Explain the major steps involved in 'Market anaysis'
4) Briefly describe the issues in strategic decision making
5) Explain relationship of vision, mission, objectives and goals of business with strategic marketing
management
6) Define strategy formulation process with reference to vision, mission and objectives. What is the
relevance of strategic marketing in the success of a business
7 ) What are the elements of strategic marketing management its objectives and concept. Give suitable
examples.
8 ) What are objectives and concept of strategic management
9) Describe the relevance of marketing audits and discuss their scope
10) 'SWOT' analysis is an integral part of strategic marketing management . Comment.
11) Explain how GE 9 cell model can be used for the purpose of strategic marketing
12) Explain the considerations for the formulation of marketing strategy for all components of products
givinig appropriate examples
13) Explain in detail consideration for formulation various strategies of marketing with specific reference to
price and promotion
14) The telecom sector in recent past has seen extreme competition with respect to
services being offered by various companies in particular mobile phone segment. There are
a number of new players entering markets trying to lure the customers' attention. While the
segment appears very attractive the strategies open to companies making a foray in the
competition are limited. Carry out a strategic appraisal of this particular segment with
reference to opportunities and threats and options open to a new entrant in terms
of strategic marketing . Give suitable examples

2. 15) Case Study CCD
In the late 1990s, a silent cafe revolution was sweeping urban India.Coffee drinking was
incresingly bvecoming a statement of the yournf and upwardly mobile Indians.
The Amalgamated Bean Coffee Trading Company(ABCTCL), the largest exporter of
coffee in India , set up the first coffee bar, CCD in 1996.Coffee bars had suddenly
become big business
CCD which was started in 1996, had opened 50 outlets in 9 cities by 2002, with an
annual sales of Rs 100 million. CCD also provided a relaxing ambience with eyecatching
crockery and bright de'cor. The paintings on the wall were made by young artists, with
the objective of pomoting yournd taent. CCD outlets also pomoted their paraphernalia
such as caps, T-shirts, and coffee mugs. With 21 outlets in 5 cities and an annual sles
of Rs 43 million.
CCD offered an informal ambience. Its bright decor and similar crockery was eye-catching.
Though CCD was the first coffee retail chain in India, it witnessed slow growth as it lacked the experience
in setting up parlours and renning them. CCD planned to increase the number of outlets across the
country to 200 by March 2004. The company had embarked on a major revamp and expansion drive with
thrust on domestic retailing and exports market.
The updated salient statistics is given in the attached annexure
Q 15.1) Do a 'SWOT' analysis for CCD`
Q15.2) What strategies can CCD adopt in the next 10 years
Q15.3)What are the drawbacks in CCDs market offerinig and what needs to be done
Q15.4) What marketing strategies should CCD adopt in the liberalised market? Justify your answer
16) Write short notes on any two only
a) Constraints in marketing strategy implementation
b) SWOT analysis
c) BCG matrix

3. STRATEGIC MARKETING MANAGEMENT
CAFÉ COFFEE DAY (20.12.2011)
441 Cafes in 72 cities Time spending patterns
2.2% annual growth Shopping mall 69.4%
Based on BPO, youth spending Bookstore 58%
power, wi-fi cafe
5000 acres coffee estates Drive 56.5%
Leading coffee exporters Movie 51.6%
Visitors Game parlour 32.3%
Rarely 20.9% Customer perceptions
Daily 11.3% Cool 80.65%
Weekly 35.48% Loved ones 43.5%
Monthly 32.26 Trendy 32.26%
Visitors age Family outing 11.3%
20-35 years 82% Just coffee 14.5%
<20 years 15% Plain boring 1.6%
>35 years 3% Menu updating
Competitors Fruit beverage 31%
Barista Quick snack 27%
Café Mocha Baked item 22%
Macdonalds Health beverages 20%
Indian segment Assignment
Café chains 7% Work out the
Branded coffee 53% SCA
Non branded coffee 40% Internal analysis

4. Focus of CCD External analysis
Youth SWOT
Coffee Differentiation
Incentives by CCD Low cost
T shirts Focus
Mugs Preemptive
Gift certificates Synergy
Chocolates Diversification
Flowers Vertical integration
Apparels
Soft toys
Books