The content of the individual coursework should cover the following aspects in total 1,500
words:
Imagine that you are part of the marketing team of the product X at company ABC, which aims
at selling this product in the domestic as well as global markets. You are preparing a marketing
strategy for this product in the second half of 2020. Define the properties of your product and
the target markets by using the micro and macroeconomic concepts that we learned in lectures,
which will be used as an input for your marketing strategy. In particular, address the following
issues:
a. What are the alternative scenarios with regards to the costs of production (marginal costs
like labour costs, raw materials, energy)? Consider the macroeconomic expectations for the
second half of 2020 and different scenarios about the macroeconomic developments and the
course of the recession. the product i would to use is smart watches and the company i would like to use is Samsung
b. What type of a good or service is X? What is the price and income elasticity of your product?
What is the cross price elasticity with respect to complementary and substitute products?
c. What is the market structure? What are the possible strategies of your competitors? What
will be your strategy with respect to your competitors?
d. Which market segments and different pricing strategies can you imagine?
e. Think of the developments in demand in different markets domestically and globally. How
will demand develop in these markets? What is the effect of the recession on the demand for
your product? How could government policies in different markets affect the demand for your
product?
f. Prepare different scenarios about the developments in the currency markets and their effect
on the price competitiveness of your company.
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