question archive 1) Mont Blanc uses a differentiation strategy that focuses on the social and emotional aspects of their product to appeal to a specific consumer segment
1) Mont Blanc uses a differentiation strategy that focuses on the social and emotional aspects of their product to appeal to a specific consumer segment
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1) Mont Blanc uses a differentiation strategy that focuses on the social and emotional aspects of their product to appeal to a specific consumer segment. Which of the following initiatives would most be in keeping with their strategy?
Multiple Choice
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an increase in the service warranty from 1 year to 2 years
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an agreement with OfficeMax to more prominently show Mont Blanc pens in the writing instrument section of their stores
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the release of a new pen that uses a smoother roller ball effect
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an agreement with online providers to offer discounted pens
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an engraving service for pen owners who may wish to will their pens to loved one
2) Which of the following would NOT be a reason for Bic to decide to compete in Mont Blanc’s market?
Multiple Choice
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Bic’s reputation would be detrimental when competing in Mont Blanc’s target market.
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Bic’s marketing department isn’t geared to addressing Mont Blanc’s target market.
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Bic is a large publicly traded company with significant financial resources.
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Bic’s manufacturing facilities would need to be retooled to compete in Mon Blanc’s target market.
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Bic’s distribution capabilities are not well designed to reach Mont Blanc’s target market.
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Answer:
1. Option e) An engraving service - A personalized gift for loved ones touches on the social and emotional aspect.
2. Option c) Having significant financial resources forms a good reason to tap a new market i.e. compete in Mont Blanc's market. Hence this is the correct answer.
All other options hamper Bic's entry to target Mont Blanc's market - loss of reputation, Low distribution and production capability, and sales capability are essential criteria.
