Q1.

1 marketing and its primary goals

Marketing is a series of activities designed to identify customer needs and wants, and satisfy these while making a reasonable profit on a quality product or service. In another saying it is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. The allembracing function that links the business with customer needs and wants in order to get the right product to the right place at the right time Primary goals : 1-customer satisfaction 2-increase sales and sales revenue 3-mantian and increase market share 4-enter new market segment 5-develop new products ,enhance product image and establish the product as market leader 6-increase customer awareness and brand loyalty

Q1.2 marketing mix for our college

Marketing mix is a major concept in modern marketing and involves practically everything that a marketing organization can use to influence consumer perception favorably towards its product or services so that consumer and organizational objectives are attained In this assignment we will discuss the major marketing mix variables for our collegeFaculty of Engineering : Product Price Place (distribution ) Promotion

Faculty of engineering products : The first market mix element is product which is anything that can be offered to a market for use or consumption in order to satisfy a need or want Faculty of engineering has a variety of products ranging from 1-Bachelor,s degree courses Aeronautics and Aerospace Engineering Architectural Engineering

Chemical Engineering Computer Engineering Electronics and Communications Electrical Power and Machines Irrigation and Hydraulics Engineering Mechanical Design and Production Mechanical Power Engineering Engineering Mathematics and Physics Mining , Petroleum and Metallurgy Public Works Systems and Biomedical Engineering Structural Engineering

2-Credit hours system programs

CCE- Communication and Computer Engineering Program CEM Construction Engineering and Management Program STE Structural Engineering Program WEE Water Engineering and Environment Program AET Architectural Engineering and Technology Program
PPC Petroleum and Petrochemical Engineering Program MDE Mechanical Design Engineering Program 3-Post graduate studies 4-others : external courses through Hi-tech center Faculty of engineering promotions : The major elements of promotions include advertising ,personal selling ,sales promotion, direct marketing and publicity our college has used all of these elements 1-advertising : our college has advertised its products through many different ways (internet ,conferences and other advertisements )

2-sales promotions : Our college has promoted it products through different sales promotional strategies For example : -Discounts offers in credit hours system for excellent students from 20%to 100% -full scholarships for top students in Thanawya Ama - giving rewards for top students in semester system 3-public relations and publicity Through web site ,our college has its provided contacts for those students or customers who will be in need of any information from the college .in this way it can create a mutual relationship with its customers and ensure that it serves the demands. Faculty of engineering prices : Being an educational organization which emphasize product (education) quality, our college tends to sell its products with price range from moderately-high to high prices Fee for semester system students is 166.5 L.E Fee for credit hours system students is 275 L.E per one credit hour Fee for post graduate studies is 1800 L.E

Faculty of engineering place : it is located at prominent location well connected with all modes of transport it is located at : main building :cairo university street ,el giza branches : el sheikh zayed city

Q2.1 SWOT analysis

An investigation of the internal and external environment . Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to as a SWOT analysis. The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. SWOT Analysis Framework

Environmental Scan / Internal Analysis /\ Strengths Weaknesses \ External Analysis /\ Opportunities Threats

Strengths A firm's strengths are its resources and capabilities that can be used as a basis for developing a competitive advantage. Examples of such strengths include:

patents strong brand names good reputation among customers

Weaknesses The absence of certain strengths may be viewed as a weakness. For example, each of the following may be considered weaknesses:

lack of patent protection a weak brand name poor reputation among customers

Opportunities The external environmental analysis may reveal certain new opportunities for profit and growth. Some examples of such opportunities include:

an unfulfilled customer need arrival of new technologies loosening of regulations

Threats Changes in the external environmental also may present threats to the firm. Some examples of such threats include:

shifts in consumer tastes away from the firm's products emergence of substitute products new regulations

Q2.2 SWOT analysis on a pharmaceutical company P-Pharma SWOT analysis

Strengths
Organization Profitable position as the largest drug maker Strong positioning in many countries Abundance of drugs in late-stage development Strategically placed in endocrinology market Biggest pharmaceutical industry Public limited company shareholders are happy to invest safe investment, risk-free Using subsidiaries to penetrate international market Maintain close relationship with suppliers reliability Price Practicing Cost Based Price high price as R&D is costly to cover - but people prefer generic drugs

weaknesses
People Dissatisfied employees , low productivity Absenteeism in Australia- disrupts workforce planning- low productivity

Organization Public limited company value of shares dropped by 25%-P-Pharma remains vulnerable to take over Tall hierarchical structurecentralized- cultural difference ignored -HR less effective

Product Well established brand name started in 1977 Pharmax drug was launched to widespread Diversifying its portfolio- USP- mark of quality and safety Product Cost-based pricing can cover their cost - high price as R&D is costly cover Finance

Financial information is not up to date in US - resulting from centralized finance- faces liquidity problem

Price

Finance Financial reserves could withstand any financial instability including economic recession.

Product is income elastic since recession, the spending power of people decreases- results to low demand

Marketing P-Pharma already sells in China through B2B- can sell in large quantity compared to B2C

Opportunities
Scope to enhance its biologic positioning particularly in monoclonal antibody development

Threats
Egyptian healthcare reforms encourage generic prescribing Increasing penetration of Egyptian market by western players Market for anti- obesity drugs is growing rapidly- competitive- hard in gaining market share Economic difficulties- recession and price inflation Animal rights activists opposing animal testing- media frenzy - bad image to P-Pharma Volatile financial market- shares dropped- further deteriorate the liquidity problem Cultural difference- HR Quality Assurance in Egypt- the quality procedures are not tight- may not be of the same quality- legality

Market penetration within Egyptpolitical constraints reduced- rapid economic development- increasing life expectancy- enhance market penetration- gain excess to the largest market in the world Joint venture with R-Tailor, the European market leader and drugs distribution- gain new access to new customers The veterinary market is boomingguarantee P-Pharmas future

Product is copycat by imposter as cheaper raw material can be obtained- legality