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Shree Chanakya Education Society's INDIRA SCHOOL OF BUSINESS STUDIES, PUNE POST GRADUATE DIPLOMA IN MANAGEMENT-MARKETING (pGDM-M) End-Semester Examination-December-2011 Semester -I SUBJECT - Basics of Marketing Code: M 106 Total Marks: 60 Duration :2~ hours Note: 1. Q.1. is compulsory 2. Attempt any three questions out of the remaining four. 3. All questions carry equal marks. 1. Read.the following case and answer the questions For Many years in Western developed Country's McDonald's enjoyed worldwide success. built on a few well known, highly standard conditions. The company with the golden arches served a simple menu - Burgers, French Fries, and Milkshakes or soft drinks. The food was priced low, its quality was consistent, and it was served speedily from establishments that all looked alike and were extremely clean. In recent years, however, McDonald's has seen its growth rate slow down and its dominant market position slip. Why? The changes had been occurring in the company's external environment. For many years McDonald's main customers were the young couple with many Kids. Today people are marrying at later age and families have fewer kids. So the traditional customer base is eroding. The customer today has become more health conscious. Let's face it -Burgers, fries and shakes are not exactly at the top of dietitians menu recommendations today. Also consumers want convenience. In the past they hopped in the car and drove to McDonald's. Today they can pop something, Into the microwave oven or phone Domino's to have a Pizza delivered. Another challenge came as consumers became more concerned about *****
