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More and more companies every day begin doing business in Africa and websites provide a lot of information to help compare and contrast business cultures across countries. Research is necessary to determine the best strategy for being the first mover in many African countries (that is, being the first competitor doing business in various countries). Instructions Step 1 Search the Internet and print a map of Africa. Step 2 Look for demographic data on any 10 African countries and print the details. Step 3 Gather competitive information regarding the presence of Nestlé companies doing business in Africa. Step 4 List, in prioritized order, eight countries that you would recommend for Nestlé to enter. Remember that Country 1 would be the one you consider best and Country 2 is the next best. Step 5 List, in a prioritized order, three cities in each of the eight African countries where you believe Nestlé should build distribution centres. Justify your choices.

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MARKETING RESEARCH (20%)
Due Date: 12th Nov 2021
Question
As a marketing manager who is working in an organization, you are required to prepare a marketing development report for a new product to be produce by your
manufacturing company.
Prior to the designing and launching of the new product, you have to conduct a marketing research to identify the feasibility of market the new product. The marketing
research report should consist of critical analysis on market segmentation, target market strategies and positioning strategies.
You are required to provide relevant justifications for the selected marketing strategies.
(Total: 100 marks)
Marketing Research report should include:
1. Introduction – background of the company (company history) and new product design (description of the new product)
2. Market Segmentation analysis for the new product design (geographical, demographic, behavioral and psychological segmentation analysis) and justifications.
3. Target Market strategies – types of targeting strategies and justifications
4. Positioning strategies – types of positioning strategies and justifications
5. Future Recommendation – in related to marketing mix (4P’s) elements Product, Price, Place (Distribution), Promotion

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Consider the university admission process described in Exercise 1.1 (p. 4) and the corresponding issues documented in Exercise 6.4 (p. 201).

a) Apply the redesign heuristics in order to address the issues documented in Exercise 6.4 (p. 201).
b) Capture the resulting to-be model in BPMN.
c) Explain the impact of the changes you propose in terms of the performance dimensions of the Devil’s Quadrangle.
Exercise 1.1 (p. 4)

Consider the following process for the admission of graduate students at a university.

Solution to 1.1

1. Admissions officer, applicant, academic recognition agency and academic committee.
The admissions office as an organizational unit can also be recognized as a separate actor.

2. The applicant.

3. One can argue that the value that the process provides to the applicant is the assessment of the application and the subsequent decision to accept or reject. In this case, the process delivers value both if the applicant is accepted or rejected, provided that the application is processed in due order. Another viewpoint would be to say that the process only gives value to the applicant only if the applicant is accepted, and not if the applicant is rejected. Arguments can be put forward in favor of either of these two viewpoints.

4. Applicant rejected due to incomplete documents; Applicant rejected due to English language test results; Applicant rejected due to assessment of academic recognition agency; Applicant rejected due to academic committee decision;

Applicant accepted. A more in-depth analysis could reveal other possible outcomes such as “Application withdrawn by applicant” or “Applicant conditionally accepted subject to providing additional documents”. However, there are not enough elements in the description of the process to determine if these latter outcomes are possible.

Exercise 6.2 (p. 195)

Consider the university admission process described in Exercise 1.1 (p. 4).

One of the issues faced by the university is that students have to wait too long to know the outcome of the application (especially for successful outcomes). It often happens that by the time a student is admitted, the student has decided to go to another university instead (students send multiple applications in parallel to many
universities).

Analyze the causes of this issue using a cause–effect diagram.

Solution to 6.2

The cause–effect diagram corresponding to this exercise should include at least the name of the issue
(e.g. “Student waiting time too long”) and the following factors:

• Process stalls due to agency check. This is a “Method” issue, since the issue stems from the fact that the process essentially stalls until a response is received from the agency. One could argue that to some extent this is a “Milieu” issue. But while the slowness of the agency check is a “Milieu” issue, the fact that the process stalls until a response is received from the agency is a “Method” issue.

• Agency check takes too long. This is a “Milieu” issue since the agency is a separate entity that imposes its own limitations.

• Academic committee assessment takes too long. This is a “Method” issue since the process imposes that the academic committee only assesses applications at certain times (when it meets), rather than when applications are ready to be evaluated.

• Physical documents take too long to be received. This is a “Milieu” issue for two reasons. First, the physical documents are needed for the purpose of the agency check and the delays in the arrival of physical documents are caused by the applicants themselves and postal service delays.

• Admission office delays the notification after academic assessment. This seems to be a “Method” issue, but the description of the process does not give us sufficient information to state this conclusively. Here, a process analyst would need to gather more information in order to understand this issue in further detail.

Solution to 6.4

In the following issue register, we only analyze the issue described in this chapter, namely that the admission process takes too long. In practice, the issue register would include multiple issues.

Issue 1: Students reject offer due to long waiting times

Priority: 1

Description: The time between online submission of an application to notification of acceptance takes too long, resulting in some students rejecting their admission offer

Assumptions: Circa 20 students per admission round reject their offer because of the delays. Assessment of each application costs € 100 per student to the university in time spent by admissions office and academic committee, plus an additional € 50 for the agency check. University spends € 100 in marketing for each application it attracts

Qualitative impact: Students who would contribute to the institution in a positive way are lost. Delays in the admission process affect the image of the university vis-a-vis of future students, and generate additional effort to handle enquiries from students while they wait for the admission decisions

Quantitative impact: 20 ×€ 250 = € 5000 per admission round

In the above issue analysis, the effort required to deal with enquiries during the pre-admission period is listed in the qualitative impact field. If it was possible (with a reasonable amount of effort) to estimate how many such enquiries arrive and how much time they consume, it would be possible to turn this qualitative impact into a
quantitative one.

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The state may eliminate a railroad grade crossingby building an overpass. The new structure, togetherwith the needed land, would cost $5.5 million. Theanalysis period is assumed to be 30 years becauseeither the railroad or the highway above it will berelocated by then. Salvage value of the bridge (actually, the net value of the land on either side of therailroad tracks) 30 years hence is estimated to be$950,000. A 6% interest rate is to be used.About 1000 vehicles per day are delayed by trainsat the grade crossing. Trucks represent35%, and 65%are other vehicles. Time for truck drivers is valuedat $25 per hour and for other drivers at $8 per hour.Average time saving per vehicle will be 2 minutes ifthe overpass is built. No time saving occurs for therailroad.The railroad spends $80,000 annually for crossingguards. During the preceding 10-year period, therail-road has paid out $1,500,000 in settling lawsuits andaccident cases related to the grade crossing. Theproposed project willentirely eliminate both theseexpenses. The state estimates that the new overpasswill save it about $12,000 per year in expenses directlydue to the accidents. The overpass, if built, will belongto the state.

Should the overpass be built?

Bonus Question (10 points):If the overpass isbuilt, how much should the railroad be asked tocontribute to the state as its share of the $5.5 millionconstruction cost?

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