communication skills.

Quiz 2 Description
Quiz 2 is a short answer quiz.
It will test your understanding of the concepts developed in the course and your
ability to apply them to a real world situation.  It will consist of five randomized
questions to each of which you will be asked to provide a short answer, probing your
understanding of the elements of branding and how these are used in practice, as
well as your communication skills.
The rationale for the short answer quiz is:
• To assess your comprehension and understanding of the course material;
• For you to demonstrate an ability to synthesize, integrate and apply course
material;
• To provide an opportunity for you to make links between ideas, theories,
frameworks, and practical problems in the field of brand management, drawing on
material from within and beyond the course;
• To show you can work independently.
The quiz will be based on a short article from a newspaper or business magazine
which describes a marketplace situation in which brands are likely to be important.
So as not to disadvantage those whose first language is not English, the article will
be distributed before the tutorial, but not the questions that pertain to it. (The
questions will be provided in the tutorial.)

Example of Quiz 2 questions
On the Moodle website under the heading of “Assessment” you will find an article
entitled “Discussion article – Ikea in India.” Read this article before the tutorial. You
do not have to do any further research on either Ikea or the Indian market. The
objective of the article is just to give you a flavour for the Indian market into which
Ikea is planning to enter so that you can apply the principles and concepts that we
have covered in the course to a real world situation.
Based on your reading of the New York Times article, entitled “Ikea Arrives in India,
Tweaking Its Products but Not Its Vibe” (August 7, 2018), answer the following
questions.
1. Applying the audit. Undertake a brief audit of the situation of Ikea (internally)
and the Indian market (externally) to establish whether you think that it makes sense
for Ikea to enter the Indian market. (There are no “right” or “wrong” answers; it is the
way in which you approach the question that is if interest to us.)
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2. Insights from the audit. Based on the findings of your audit in Question 1, if
Ikea did enter the Indian market, are there any areas on which you feel it should
focus to ensure its success?
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3. Competition. If Ikea does enter the Indian market, are there any forms of
competition about which it should worry and if so, what? What are the implications
for where and how Ikea should address the Indian market?
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4. Value Proposition. What should be the value proposition with which Ikea
enters the Indian market. Once you have established the value proposition, explain
why you have chosen the elements that constitute it.
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5. Supporting the Value Proposition. We can think of the elements of the
marketing mix (product and service, promotion and communication, place and
channels of distribution, and price) as means of supporting the value proposition.
Outline how Ikea might support the value proposition that you advanced in Question
4 and in particular the extent to which this should depart from the marketing mix that
it uses in other parts of the world.
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