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Insctructions:: Arab Open University Faculty of Business Studies

This document provides instructions for a marketing management Tutor Marked Assessment (TMA) for the Arab Open University. It includes two case studies for analysis, with four corresponding questions to be answered in essay format. The first case study describes how Fujitsu Services used market segmentation to prioritize sales opportunities. Students are instructed to discuss the questions using concepts from their marketing textbook and external sources, while adhering to word counts, referencing guidelines, and academic integrity policies.

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Elena Abdo
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83 views4 pages

Insctructions:: Arab Open University Faculty of Business Studies

This document provides instructions for a marketing management Tutor Marked Assessment (TMA) for the Arab Open University. It includes two case studies for analysis, with four corresponding questions to be answered in essay format. The first case study describes how Fujitsu Services used market segmentation to prioritize sales opportunities. Students are instructed to discuss the questions using concepts from their marketing textbook and external sources, while adhering to word counts, referencing guidelines, and academic integrity policies.

Uploaded by

Elena Abdo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 4

ARAB OPEN UNIVERSITY

Faculty of Business Studies

BE200 – Marketing Management


Tutor Marked Assessment
MG
Spring 2017

Read carefully the following instructions and both cases study, and then answer each question
in an essay format. To support your analysis use relevant material from BE200 covered so far
and other resources such as AOU e-library articles.

INSCTRUCTIONS:

 Cut-off date: Submit this assignment no later than TBABD. All late submissions require approval
from the branch course coordinator and will be subject to grade deductions.
 Word count: you should discuss the questions in no more or less than the number of words mentioned
for each question (plus or minus 10%).
 Referencing: You must acknowledge all your sources of information using full Harvard Style
Referencing (in-text referencing plus list of references at the end). Use E-library: to get journal
articles on the topic (Emerald, EBSCO…). Use at least 2 articles.
 Plagiarism: Remember that you should work the information from references into your own original
thoughts and INTO YOUR OWN WORDS. Plagiarism will lead to a significant loss of marks.
Extensive plagiarism could mean that you failed your TMA. (Refer to AOU definitions of cheating
and plagiarism at the end of this document)
 Essay guidance: Your response to each question should take the form of a full essay format. Avoid
using subheadings and bullet points. Use BE200 textbook, slides, case study, and E-Library. Plan
what you will write, and have a well-organized outline.
 Using PT3 form: When you have completed your TMA, you must fill in the assignment form (PT3)
posted on your moodle account, taking care to fill all information correctly.
 Turnit-in upload: A soft copy of your TMA and PT3 form should be uploaded to Turn it-in via the
link posted on your moodle account, within the cut-off date.
 This TMA is 20% of BE200 Grade.

For textbook: Principles of Marketing (Arab World Editions) with My Marketing Lab - refer to chapters 1,
2, 3 and 5

For textbook: Principles of marketing, Arab World Editions by Philip Kotler, Gary Armstromg, Ahmed
Tolba, Anwar Habib: refer to chapters 1, 2, 3 and 5
BE200 – Tutor Marked Assessment MG– SPRING 2017

Case Study: How Fujitsu Services Uses Segmentation to Prioritize Sales Opportunities

In 2007, Fujitsu, a world leading IT Services Company, realized that it was spreading its attention
too thinly across the U.K. market. It knew that there were existing and potential customers that
were worth a more focused selling effort, but it was not sure where to apply the resources to get
the most payback (profit).

So, Fujitsu’s marketing leaders set out to segment its private sector customers and prospects
(mainly large corporations) within the various industries it serves—what Fujitsu calls sector
mapping. The goal of the effort was simple: “Win bigger deals more often by focusing on the
most important opportunities and by building longer-term relationships with a target group of 30–
40 companies.”

Of course, carrying out the goal was anything but simple. Identifying your customers by segment
requires careful planning and distinct ability to develop criteria for segmentation that will result in
real insight. It also requires permission and cooperation from sales.

As is the case in many services companies, Fujitsu is organized to go to market by industry.


Therefore, it made sense to focus the effort on revealing the best opportunities for Fujitsu within
the various industries it serves.

The first task was to identify companies within each industry that were attractive to Fujitsu and
that at least had the potential to view Fujitsu in the same way. There were five steps in this
process:

- They developed a list of potential companies from Forbes magazine’s Global 2000 list that
had a capital greater than £1 billion.
- They filtered that list by excluding companies that did not have an estimated IT spend of
at least £100 million.
- They assessed the list with the various business unit directors and managers.
- They created criteria for client attractiveness.
- They collected data against each of these criteria through research, sales, account
managers, and business unit managers.

Using a combination of internal criteria and external reputation criteria, Fujitsu was able to map
its most attractive opportunities within the major industries it serves. As a result, marketing was
able to offer valuable guidance, based on data developed jointly with sales, on the accounts that
could benefit from more attention.

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BE200 – Tutor Marked Assessment MG– SPRING 2017

Question 1: (20 Marks)

a. What is the mistake Fujitsu was doing before 2007 and what strategy did the company adopt to
treat it? (10 Marks)
b. As Fujitsu marketing manager, give some recommendations about the way the company should
develop its marketing campaign based on the elements of the marketing mix. (10 Marks)

Word count: 350 words

Question 2: (40 Marks)

a. Explain the three main marketing strategies applied by companies in order to gain competitive
advantage in the current dynamic environment. (15 Marks)
b. How did Fujitsu apply segmentation among the marketing strategies explained in part (a) of
question 2? (10 Marks)
c. Explain the Five steps used by Fujitsu to identify attractive companies within each industry. (15
Marks)

Word count: 350 words.

Question 3: (20 Marks)

Name and describe the elements of the company’s microenvironment factors illustrating the importance of
each one. (20 Marks)

Word count: 300 words

Question 4: (20 Marks)

How did you decide on the college or university you are currently attending? Based on BE200 material
and on your own experience describe the factors that influenced your decision and the decision-making
process you followed.

Word count: 200 words

Page 3 of 4
BE200 – Tutor Marked Assessment MG– SPRING 2017

Grades deduction for:

TMA Presentation: (up to 5 marks)


Up to 5 marks should be deducted for poor presentation or poor organization of the TMA outline
and discussion or TMA presented without PT3.

Proper referencing: (up to 5 marks)


Referencing should be both in-text referencing, plus a list of references at the end using Harvard
style. Up to 5 marks should be deducted for poor referencing.

Use of E-Library: (up to 5 marks)


A minimum use of 2 articles from AOU e-library is required to support the discussions. Up to 5
marks should be deducted for no use or poor use of e-library.

Word count: (up to 5 marks)


The answers should be within the specified word count. A deviation of 10% is acceptable; if
more, a deduction up to 5 marks will be applied.

Arab Open University Definitions of cheating and plagiarism

Plagiarism means copying from internet, from unreferenced sources, from other students’ TMAs or any
other source. Penalties for plagiarism range from failure in the TMA or the course, to expulsion from the
university.

According to the Arab Open University By-laws, “the following acts represent cases of cheating and
plagiarism:

 Verbatim copying of printed material and submitting them as part of TMAs without proper academic
acknowledgement and documentation.
 Verbatim copying of material from the Internet, including tables and graphics.
 Copying other students’ notes or reports.
 Using paid or unpaid material prepared for the student by individuals or firms.
 Utilization of, or proceeding to utilize, contraband materials or devices in examinations.”

Penalty on plagiarism: The following is the standard plagiarism penalty applied across branches as per
Article 11 of the university by-laws was revisited and modified to be more explicit with regard to
plagiarism on TMAs. Penalties include the following:

1) Awarding of zero for a TMA wherein more than 20% of the content is plagiarized.
2) Documentation of warning in student record.
3) Failure in the course to dismissal from the University.

All University programs are required to apply penalties that are consistent with the University by laws.

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