18JBS106
To assess if students are able to relate core concepts of marketing to real world scenario
To identify marketing related problems and develop possible solutions
Assessment
Description of the Assessment Max Marks
Component No
Case Analysis: Cemex
Analyze the case and identify core marketing issues the Marketing
1.1 team of Cemex is attempting to solve. 5
Suggest possible feasible solutions for identified issues.
Identify separate list of Needs and Wants of customers, your 'offering'
1.2
is addressing
Identify the segment(s) for which your 'offering' is targeted at. List
1.3
down competitive offerings in this segment. 5
Pull out at least 5 news clips published within last 1 month and analyse
1.4 the macro environment factors that might have impacted / will impact
performance of your 'offering'.
Rubrics for assessment are given in LMS
1|Page
About the Company
2|Page
1.2 Case Analysis: CEMEX
Analyze the case and identify core marketing issues the Marketing team of Cemex is attempting to solve.
Suggest possible feasible solutions for identified issues.
Criteria for
Problems Identification based Recommended feasible
Symptoms Alternative solutions selecting
on symptoms solutions
alternatives
3|Page
The offering you are assigned with:
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1.4 Identify and write profile of segment (customers) at which your offering is targeted at.
Demographic Geographic
Age: Region:
Gender: Rural/Urban
Income level: .
Family Size: .
Family Lifecycle: .
Occupation: .
Education:
.
.
.
.
4|Page
Behavioral Psychographic
Usage Rate:
Loyalty status:
Readiness to buy:
5|Page
1.5 Pull out at least 5 news clips published within last 1 month and analyse the macro and
micro environment factors that might have impacted / will impact performance of your
'offering'.
Micro Environment
Macro Environment
6|Page