-> Here some question of the oral exam of 02/2022
- Marketing: audience of GLOVO use quantification of marketing perspective, tool with different layers. WTF start with potential market and then? Potential (all people around the world), qualified (people inside big cities), served (use delivery services), clients (our clients). (didn’t consider that at first, he didn’t got the question)
- Missed question. Business model canvas for GLOVO. Restaurants provide revenues so they go into the customer segment.
- Choose a corporate company and using different levels of strategy, elaborate possible directions company can go through? Samsung, corporate analysis using portfolio, BCG (cash cow tv, computer…).
- 2 BU (phones and don’t remember) for Samsung positioned very differently, what kind of innovation you need? Cost leadership and differentiated leadership for phones.
- Marketing: considerations about brand of Samsung? Branded house (disagree). Pros and cons of having one brand (apple) or more (Samsung).
- Choose a company which is vertical integrated: pros and cons? Apple. IMPANICATISSIMA. What is vertical integration? KEEP EYES ON THE MONITOR, YOUR ANSWERS ARE IDETNICAL TO SLIDES FROM THE BEGINNING OF THE EXAM. Pro and cons?
- Choose a company which is vertical integrated: pros and cons? Apple. IMPANICATISSIMA. What is vertical integration? KEEP EYES ON THE MONITOR, YOUR ANSWERS ARE IDETNICAL TO SLIDES FROM THE BEGINNING OF THE EXAM. Pro and cons?
- Choose again a company which is a multisided platform (not studied in class), elaborate on different tests we can run on that. Spotify (also disruptive innovation). In your opinion, listeners have been the only one Spotify tested? Also test producers.
- Marketing: Spotify, draw positioning of players and listeners. Factors: cost, wide range of songs. Put YouTube, iTunes, amazon music.
- Choose an industry capital intensive and run the 5 Porter’s forces Model.
- Marketing: example to use to run the correct buying process? Retailer of meet. Recognize needs, characteristics needed, purchase, analysis of what I got vs what I expected.
- List possible competitors and run internal analysis of Trenitalia (transportation)?
- Marketing: example of transportation, do a segmentation by customers’ need?
- What is the different between linear or multisided platforms relating on the business model? Choose 2 companies in the same industry of these two kinds and run the model. DIDN’T ANSWER
- Netflix in your opinion has been a big bang disruption?
- B2C Netflix, imagine to be a consumer looking for a solution who wants to watch a movie, which is the buying process?
- Corporate strategy and BCG Matrix about a company? Coca Cola.
- Marketing: Coca Cola, which are the different types of distribution they use? I can find it everywhere in supermarkets but not in restaurants.
- Company which created a blue ocean? Marvel, Netflix (okay but needs more motivations than the ones previous students gave).
- Marketing: forgetting about price, how do you position Marvel and a competitor you choose?
- Why Netflix could be considered a blue ocean strategy? Break the tradeoff through value innovation. Draw the value curve considering that sometimes the content they offer is theirs? What is the need that Netflix satisfied?
- Cost leadership strategy, choose a company and apply the 5 forces model? Amazon, ecommerce. Draw the business model canvas? Do you think that Amazon charges something to those which sell on the platform? Yes
- Which is the marketing strategy for amazon? House of brand.
- Difference in terms of business model between Airbnb and …? Pay key partners and get money from key customers.
- Marketing: perception network: position different player and competitors to Airbnb? Why did you choose price and quality?
- Marketing: considerations about brand of Samsung? Branded house (disagree). Pros and cons of having one brand (apple) or more (Samsung).
- Marketing: what are customers of your example the segmentations of customers? By characteristics it can be made by physical, geographical, psychographic.
