SHORT ANSWER QUESTION 1:
After much deliberation, Rebecca recently purchased a second-hand Range Rover from
Ray’s Used Car Centre. Rebecca was looking forward to cruising down to Victor Harbor
with her friends, getting McDonald’s whenever she wanted and having her friends be
envious of her car. However, within a week of her purchase, Rebecca’s car broke down
in the middle of Adelaide’s CBD, only 5 minutes away from her house. Rebecca has not
been able to embark on any of her planned adventures, and her friends definitely are
not envious of her purchase. Unfortunately, a mechanic charged Rebecca $3000 to fix
her car problems. Ray’s Used Car Centre has also been slow to address her concerns.
Rebecca has been left feeling frustrated, claiming the car has not met her expectations.
When speaking to Nigel and Amelie, Rebecca said, “I wish I didn’t purchase this car, I
should have weighed up my other options”.
Question: Using your knowledge from this course, identify and explain what Rebecca is
experiencing. Then, discuss and analyse why Rebecca might be feeling this way.
Finally, provide recommendations to Rebecca and Ray’s Used Car Centre regarding
how they might avoid this occurrence in future. Please ensure your answer is in your
SHORT ANSWER QUESTION 2:
Harriet started her own company, “Best Boots”, in 2020. After having to walk long
distances across campus to teach her tutorials, Harriet developed a foot pain and injury.
Harriet’s podiatrist said that her condition was due to her boots not offering enough
support. “Best Boots’ offer boot wearers more comfort without compromising on style.
However, Harriet has encountered a conundrum. Harriet believes she has created a boot
design, which allows her heeled boots to be agile, faster and completely reduce the risk
of foot injuries. While no competitor is capable of this technology, patenting and
developing her product is very expensive. As such, Harriet would need to mark up her
product and no longer compete on a low-cost basis. Harriet wishes to seek your advice
about what strategy she should approach.
Using your knowledge from the course, explain the different types of competitive
advantages. Then, discuss the different competitive advantages Harriet has the ability
to achieve. Finally, using your knowledge of competitive advantage, provide
recommendations and justification about which strategy Harriet should be
LONG ANSWER QUESTIONS
Ricky Martin is set to open up a new supermarket in the city you live in. While Ricky is
excited, he is not familiar with the need to “position” his new supermarket to appeal to
potential customers. Ricky is aware that you are studying marketing and turns to you
Using your knowledge and frameworks from the course regarding positioning, explain
the concept of positioning and why it is important. Then, create a perceptual map,
identify three competitors/supermarkets (of your choice) of Ricky’s, and explain their
positioning. Finally, discuss how Ricky might differentiate himself and avoid intense
levels of competition.
Please note, your perceptual map should not use price and quality.