QUESTION ONE (1)

You have been hired as a consultant to Freedom Inc. a consumer-focused financial institution intending to enter the Ghanaian market. Critically analyse what factors you shall consider in advising Freedom Inc. on how it should set its lending interest rates, accounts commissions, fees & charges. [15 marks]

QUESTION TWO (2)

DUNA INCORPORATED is a business conglomerate that produces a variety of beverages (alcoholic and non-alcoholic], Food products (Noodles and Canned Foods) and Personal Care Items. They had been operating in the Nigerian Market for five (5) years and a study conducted by their Research and Development division observed the Nigerian market as vast with great but unequal opportunities. They are therefore in a quandary over which aspects of their business to keep, restructure, sell or invest more in. Using your knowledge of marketing strategy, advice DUNA INCORPORATED on the most appropriate course(s) of action and the implications of any such actions. [15 Marks]

QUESTION THREE (3)

SOKOI Group has been involved in the production and distribution of shoes and an assortment of leather products for over 25 years. SOKOI Group has recently decided to diversify its business portfolio and have invested about $2million dollars in the establishment of a modern hospital and health centre known as the SOKOI Medical Centre. As the Business Development consultant of this new hospital, explain to the management of SOKOI Group four (4) ways in which the shoes business differs from the hospital and healthcare business. Describe four (4) unique strategies you shall adopt in ensuring the operational success of SOKOI Medical Centre. [15 marks]

QUESTION FOUR (4)

Explain the concept of the marketing environment and how marketers can use the 'controllable variables' within the mix to influence the buyer's response. Support your answer with relevant examples. [15 marks]