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BE200 Marketing Management
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, Fujitsus marketing leaders set out to segment its private sector customers and prospects (mainly large corporations) within the various industries it serveswhat 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 3040 companies.

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 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 companys 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









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KSA-Kuwait - Bahrain -Oman - Jordon -Lebanon -Egypt-Sudan


(.turnitin./ )

: - OO966542495275

: 00966542495275+

: [email protected]





00966542495275
: [email protected]

: OO966.5.4.2.4.9.5.2.7.5

[/SIZE]