Ask Question, Ask an Expert

+1-415-315-9853

info@mywordsolution.com

Ask Marketing Management Expert

SCENARIO

HotChox is the name given by Janeetta Wolmarans to her innovative chocolate confectionery, which combines ‘dark’ chocolate and fresh chilli in a small foil-wrapped bar. She runs a small processing plant, Wolmarans Sweets CC, in Westlake Business Park, Cape Town, specialising in this and a small range of other similarly unusual confectionery.

Her domestic market has grown fairly well, and she is supplying her products to specialist confectionery outlets at a few major shopping malls in Cape Town, Johannesburg, Pretoria and Durban. Feedback from her retailers indicates that HotChox is highly popular with high- income earners (LSM 8-10*) in the 25 to 40 year agegroup.

Technically, the product combines several healthy lifestyle elements: the dark chocolate has now been accepted as a good anti-oxidant, as well as having other health-promoting properties; chilli also carries health benefits; furthermore, the chocolate and chilli are both organic products and therefore environmentally friendly. Although Janeetta’s plant is modern and fully compliant with necessarily food health standards, much of the processing, especially the finishing, wrapping and packaging, is labour-intensive. This makes the product expensive, compared with high-quality chocolate products imported from Europe. She feels, therefore, that the prospects for further growth in the South African market are limited and that she should start to develop foreign markets.

ASSIGNMENT

Your assignment is to recommend to Janeetta a suitable approach for her export development:

1. You should describe to her how she should tackle market selection, with emphasis on market segmentation and what this will mean to her and why it is important for small companies.

2. You should explore the different criteria she could consider for segmentation–not merely LSM levels. You should describe what research might be required to determine criteria for foreign markets.

3. You should also describe the type of specific information she will need to obtain about her target market and the impact that information might have on her product and/or its packaging.

4. Select one or two foreign markets for Janeetta to approach initially, so that you can recommend suitable market entry and distribution channels.

5. Finally, you should recommend how she might promote her product in her chosen market.

Your recommendations must be practical and relevant to Janeetta’s business and product. This is a small company and, although successful, does not have large funds at its disposal. You will need to do some research in order to make practical recommendations. Note the mark allocation as a guide to the amount of detail required.

* LSM refers to Living Standards Measures, which, while based on income levels, actually measure what income earners spend their money on and therefore what their lifestyle choices are likely to be. This is regarded as a more meaningful categorisation of consumers for marketing purposes than actual income levels

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M93061

Have any Question? 


Related Questions in Marketing Management

Why is heterogeneity particularly important to credit card

Why is heterogeneity particularly important to credit card customers?

Why are continuous improvement and feedback measures

Why are continuous improvement and feedback measures important aspects of successful marketing channel control? Why are process metrics an important part of the control process? What is the relationship between process m ...

A ideal transformer has 50 turns in its primary and 250

A ideal transformer has 50 turns in its primary and 250 turns in its secondary. a) Calculate the voltage in the secondary if 12 V DC is connected to primary b) Calculate the voltage in the secondary if 12V AC is connecte ...

This is a group project public relations compaign of uber

This is a group project Public Relations compaign of Uber company, I will post the requirement of this research paper later. we need to do a Campaign plan, how to build and improve the company's image since Uber had plen ...

1 for what five things does e-collaboration provide

1. For what five things does e-collaboration provide support? 2. What is the difference between a social network site and a social networking system? 3. What is open-source information?

Sign up for a loyalty program for a hospitality or travel

Sign up for a loyalty program for a hospitality or travel organization. Write a 700- to 1,050-word evaluation of your observations, and include the following: Did the information requested of you seem that it would be us ...

1 why is competitive intelligence so hot in todays business

1. Why is competitive intelligence so hot in today's business environment? 2. Walgreens includes advertisements for its store brand on its Web site, runs ads in weekly flyers, and promotes its store brand products on end ...

Compare what happens with a tpm project and an apf project

Compare what happens with a TPM project and an APF project when a team member is taken off the team and no longer available. What are the impacts on each approach? Which approach is least affected by such a change?

Order description analysis of womens athletic footwear

Order Description Analysis of womens' athletic footwear market. 1. Introduction and product/service description (definition of product category, salient attributes, surrogate cues, relevant costs, general information) 2. ...

Reflection describes the followingkey lessons that you

Reflection describes the following: Key lesson(s) that you learned (individually) as you completed the simulation What you would have done differently had you been the sole decision maker for each of the functional areas ...

  • 4,153,160 Questions Asked
  • 13,132 Experts
  • 2,558,936 Questions Answered

Ask Experts for help!!

Looking for Assignment Help?

Start excelling in your Courses, Get help with Assignment

Write us your full requirement for evaluation and you will receive response within 20 minutes turnaround time.

Ask Now Help with Problems, Get a Best Answer

Section onea in an atwood machine suppose two objects of

SECTION ONE (a) In an Atwood Machine, suppose two objects of unequal mass are hung vertically over a frictionless

Part 1you work in hr for a company that operates a factory

Part 1: You work in HR for a company that operates a factory manufacturing fiberglass. There are several hundred empl

Details on advanced accounting paperthis paper is intended

DETAILS ON ADVANCED ACCOUNTING PAPER This paper is intended for students to apply the theoretical knowledge around ac

Create a provider database and related reports and queries

Create a provider database and related reports and queries to capture contact information for potential PC component pro

Describe what you learned about the impact of economic

Describe what you learned about the impact of economic, social, and demographic trends affecting the US labor environmen