1. Organizations today face many challenges as a result of factors in their external and internal

environments. Explain three challenges that were faced by Kenchic in this case, clearly

showing which environmental factors caused those challenges.

2. Assume that you had been hired as a Marketing consultant for Kenchic. Using relevant

examples, explain any 4 marketing strategies you would have used to tackle the issues facing

the company.

3. The MD highlights the fact that chicken consumption is very low in Kenya. As a consultantwho has studied marketing, you know that consumer behaviour is affected by various factors.

What would be your advice to the MD in regard to what could be influencing consumerbehaviour in this market? Raise three points, and for each point raised, recommend to the

MD what he should do in order to increase consumption of chicken in this market.

4. It is argued that every product goes through a product life cycle (PLC). Explain any three

strategies a marketer may employ at the maturity stage of the plc, clearly explaining

what the maturity stage entails.

5. Explain three categories of consumer products, and the distribution coverage strategy you

would use for each of the categories. Ensure that you use relevant examples.

6. Assume that you work for Consumer Insight, a research company in Kenya. The Ministry of

Youth Affairs approaches your company, claiming that there has been an increase in drug use

amongst the youth, and they would like to understand why this is so. The minister says that they

would like to use social marketing strategies to curb this, but in order for them to design any

intervention strategies, they must first understand the situation. You are required to carry out a

study on this issue.

Required:

a) What would be the objective of your study? Using the appropriate wording, come up

with a research objective of this study (2 marks)

b) Explain the research design that you would use for this study. Use relevant examples.

(3 marks)

c) Who would be in your sample, and how would you choose this sample?

d) Which data collection approach would you use to gather the relevant information?

Ensure that you define the approach, the particular method and instrument you would use

under that approach, and give relevant examples.

f) Recommend to the minister 2 possible ways of tackling the issue of drug abuse using any

2 marketing appeals of your choice.

7. Keroche Company has just launched a new brand, 'Summit'. They are however

experiencing problems with distributors, who prefer to distribute and sell EABL

products. Using examples, give three recommendations to Keroche Managers on what

they can do to encourage their channel members (distributors) to accept to sell their

products more.

8. What is promotion? Using the marketing communication process, design a campaign for

the Summit brand. Use specific examples for each step.