GNB Case Quiz

Is it a threat that there is another major battery manufacturer in New Zealand?
1. No, because competition is good for the market
2. Yes, because the customer doesn't know the difference between the two producers
3. No, because GNB benefits from the brand awareness of other New Zealander producers
Is it a strength that batteries used in various cars do not bear the GNB brand?
1. Yes, because brand building is costly and the customer is indifferent to the brand
2. No, because GNB would have higher profit margins if customers recognised the quality and asked specifically for the GNB battery.
3. Yes, because more car manufacturers use the GNB battery if they are allowed to put the car brand on the battery
What point of the product life cycle is GNB New Zealand facing?
1. Growth, because GNB faces a rise in sales by capturing nearly all the OEM business except for Honda, and competitors are also growing
2. Maturity, because sales show a steady but slow rise, however profits are declining due to the costs of investment in the market, derived from the heavy competition
3. Decline, because sales are comparably declining even though GNB has held on the OEM market. Consequently, profits are low and customers pay no or little attention to the battery producer
According to the product life cycle, the best response would be to
1. To defend the market share by building and exploiting brand loyalty and offer the lowest price to the customer. Batteries are perceived as generic commodities, why differentiation would influence that perception and give rise to brand preferences.
2. To build and educate the market in order to attract more customer
3. To increase productivity and rationalise the product, in order to offer the lowest price and make the product more simple and easy to understand for non-car specialists.
What is most important to the customer?
1. PRICE AND PROMOTION
2. QUALITY AND BRAND
3. PRICE AND QUALITY
What buyer role has most power in the product purchasing process?
1. The influencer, because buying a car battery usually involves a second party and typically an expert in terms of a mechanic or technical adviser. The customer would heavily rely on an external influencer when deciding to buy
2. The decider, because the person in need of a car battery will determine herself when and what to buy.
3. The user, because the end user will be the one concerned about which battery is in the car
How would you target your marketing as manager in GNB?
1. Undifferentiated marketing, because the market show no differences in customer characteristics.
2. Differentiated marketing, because the market shows different potential segments that are currently not sufficiently exploited.
3. Focused marketing, because the market shows few strong segments and GNB would be better off focusing on one such segment that match their strengths.