Sunday, October 23, 2011

MKT501 Assignment No 1 Fall2011 (28-10-11)

Semester “Fall 2011” 
“Marketing Management (MKT501)” 
Assignment No.  01                                          Marks:  20 
“Assignment Title” 

Mr. David James is an owner of a retail store at defense state, city of Lahore. He deals in fruits, 
meats and other eatable products. Currently he has a limited inventory of frozen food products 
in its retail store. Mr. David has a limited market share as a retailer of frozen food products. He 
is intended to increase its market share by  introducing a new product. Mr. David introduced 
highly chilled thorn-less fish which is nutritionally equally beneficial but has significantly large 
preservation time; hence expiry date for the product is quite far than  the usual fish products. 
Mr. David suddenly achieved an increased market share but after some time his market share 
started declining since his competitors started  replicating his offerings. Hence ultimately Mr. 
David receded at its former market share. 

Think Consciously 

1. What is the major strength in David’s strategy led to the David’s increase in market share?  

2. Which flaw in marketing strategy led to the decrease in the market share of David’s 
Important Tips 
1.  This Assignment can be best attempted from the knowledge acquired after 
watching video lecture no. 1  to lecture no 09 and reading handouts as well as 
recommended text book).   
2.  Video lectures can be downloaded for free from 
Opening Date and Time   October 24, 2011 At 12:01 A.M. (Mid-Night) 
Due Date and Time   October 28, 2011 At 11:59 P.M. (Mid-Night) 
Note: Only in the case of Assignment, 24 Hrs extra / grace period after the above mentioned 
due date is usually available to overcome uploading difficulties which may be faced by the 
students on last date.  This extra time should only be used to meet the emergencies and above 
mentioned due dates should always be treated as final to avoid any inconvenience. 
Important Instructions:  
Please read the following instructions carefully before attempting the assignment solution. 

•  Make sure that you upload the solution file before the due date. No
assignment will be accepted through e-mail once the solution has been
uploaded by the instructor.  

Formatting guidelines:  
•  Use the font style “Times New Roman” and font size “12”.  
•  It is advised to compose your document in MS-Word 2003.  
•  Use black and blue font colors only.  

Solution guidelines:  
•  Use APA style for referencing and citation.  For guidance search “APA
reference style” in Google and read various website containing
information for better understanding or visit  
•  Every student will work individually and has to write in the form of an
analytical assignment. 
•  Give the answer according to question, there will be negative marking
for irrelevant material. 
•  For acquiring the relevant knowledge don’t rely only on handouts but
watch the video lectures and use other reference books also.  

Rules for Marking  
Please note that your assignment will not be graded or graded as Zero (0) if:  
•  It has been submitted after due date 
•  The file you uploaded does not open or is corrupt 
•  It is in any format other than .doc (MS. Word) 
•  It is cheated or copied from other students, internet, books, journals etc… 



1. What is the major strength in David’s strategy led to the David’s increase in market share?


Frozen food increase the life of food i.e. fruits, meats and other eatable products. Highly Chilled thorn-less fish is the totally strength of David James as its a unique product in whole market in other words this product will make David's monopoly in Chilled thorn- less fish.

2. Which flaw in marketing strategy led to the decrease in the market share of David’s business?


4ps play a vital role in any product marketing strategy if David’s lose to make a perfect 4p plan than this flaw in marketing strategy led to the decrease in the market share of David’s business.


It is not always easy to assess the strengths and weaknesses of your own business objectively. You may wish to get someone else close to you or the business to help you. If you are working in different market segments or with different products it may be easier to carry out your analysis on each segment/product separately.

You might consider the following:

>distinctive product or company
> strengths
> financial resources
> range and level of service
> client base
> price/fee structure
> distributors
> promotion and selling


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