Sample exam paper | Môn Marketing strategy - Trường Đại học Quốc tế, Đại học Quốc gia Thành phố Hồ Chí Minh

lOMoAR cPSD| 58605085 Answer ALL Questions
Since the end of the 1970s, Espace Loggia design has been innovating to offer durable
solutions for interior layouts and space-saving arrangements.
Philippe Malignac took over the business in 1992, when it was faltering. In order to
reinvigorate it, he banked on innovation and re-localizing production. The range was
diversified. Wardrobes, shelving units and desks made their appearance in the catalogue.
Espace Loggia became a manufacturer in order to control all stages in the life of its creations, from design to installation.
Paul Malignac took over the reins of the family business at 30 years of age. Mindful of the
expectations of his generation and the market, he focused production on the particular issues
of childhood, homes that adapt to the time-of-day, community (student and hospitality
accommodation), as well as Open Source furniture. New collaborations began with the
designer Matali Crasset, VIA (Valorisation de l’Innovation dans l’Ameublement [promotion
of innovation in furnishing]), the Faltazi Lab team, Nosigner and the Ligne Roset brand. lOMoAR cPSD| 58605085
To maximise the area of one's first studio apartment, Espace Loggia offers a choice of interior
design that uses the entire volume of one's living space. Its various models of mezzanine beds
enable the height of a room to be used like a mini-duplex apartment. An end to the chore of
folding the bed up each morning! The sleeping area is moved "upstairs" with a comfortable
mattress surrounded by shelving and bedside tables. Question 1 i.
Design the Product Innovation Charter for the mezzanine beds. [800 words] [5 marks] ii.
Is the mezzanine beds a new product? In which category of new product does it fall? Why do you say so? [500 words] [5 marks] Question 2
You are in charge of redesigning the mezzanine beds. What would you do? How would you
relook into the mezzanine beds? What changes are required? i.
Identify and discuss elaborately each element of the opportunity selection involved in redesigning mezzanine beds. [2000 words] [40 mark] ii.
Identify and discuss elaborately each element of concept generation involved in redesigning mezzanine beds. [2000 words] [30 mark] iii.
Identify and discuss elaborately each element of concept evaluation in redesigning mezzanine beds. [1500 words] [20 mark] INSTRUCTIONS
1. This is an individual applicative-styled assignment.
2. Your assignment should be typed using font-size 12, Times New Roman, and 1.5 spacing.
3. Please start each question on a fresh page. 4. Pages should be numbered.
5. Your work should contain complete references by using the APA or Harvard referencing
method for all citations made in the paper (including internet citations). An essay without
citations would be considered as plagiarism and would be awarded a FAIL grade. 2 lOMoAR cPSD| 58605085
Prohibited website sources: • Investopedia • Wikipedia • Ukessays.com • Tutor2u.net *** END OF PAPER ***