Page 23 - Business-2

whodunnit?

Three of these statements are untrue, so whodunnit?

Mr Red: “Mr Blue did it.”
Mr Blue: “Mr Red did it.”
Mr Green: “Mr Blue’s telling the truth.”
Mr Yellow: “Mr Green’s not lying.”

Answer first before turning to page 44 for the answer.

1. The company has already earned the brand loyalty of its customers. One of your marketing officers suggested
that it would be a great advantage for the company to introduce another product using the influence of the
brand to increase market share. You are discussing with your staff the said marketing plan.
a. Marketing strategy: Get a 10% discount for the detergent bar when you purchase a bottle of liquid soap
b. Current market share: 35%

Sample answer:
What is our current market share? Thirty-five percent? I think it’s a great idea to introduce another product using the influence of the brand.
By doing so, we will be able to expand our market share. I have an idea. Why don’t we offer a 10% discount for the detergent bar when they
purchase a bottle of the liquid soap?

2. You are a marketing manager in a cable television company. Your company has the lowest market share
among the cable television companies in the country. You are being pressured by the management to in-
crease your market share otherwise the company has to undertake downsizing. You are discussing with the
entire marketing department the following:

a. Market share: 8%
b. Target market share for the entire year: 15%

Sample answer:
I called this meeting to discuss with you a very important matter. Based on the latest market survey, we only have an 8% market share. The
management has set a target market share of 15% for the whole year. I know it’s not an easy task but it is something attainable. We have to
work hard to reach this goal otherwise the management will have no choice but to undertake downsizing.

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