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

Consumer buying decisionsmany businesses would like to get

Consumer Buying Decisions Many businesses would like to get inside the minds of their customers to know what they are thinking. This can be accomplished through understanding the factors that influence consumer buying be ...

Analyze the marketing strategy of one of the following

Analyze the marketing strategy of one of the following companies: eBay, Costco, Home Depot, Tesla, and TJX. Cover the following topics: line of business (organization mission), target markets, SWOT, marketing strategy (4 ...

Every product or service has a buying process even digital

Every product or service has a buying process, even digital products and services. In this assignment, you will research and analyze the buying process for an online product or service, with which you (as a consumer) are ...

A 34kg cannonball is fired at dimitri who weighs 136 kg if

A 34kg cannonball is fired at dimitri who weighs 136 kg. if the cannonball is fired with an initial velocity of 8.9m/s with what speed does the combination of dimitri and the cannonball tumble backwards? Use conservation ...

Using the internet find at least five job postings for

Using the Internet, find at least five job postings for security administrators. What qualifications do the listings have in common? Did any of the listings include any qualifications that seemed unusual or different fro ...

1 what are three ways in which researchers minimize

1. What are three ways in which researchers minimize reactivity? 2. What is the right of informed consent? 3. Explain how Ickes' dyadic interaction paradigm helps to avoid the problem of reactivity.

Requirementsbull typed and double-spacedbull 2 - 5

Requirements: • Typed and double-spaced • 2 - 5 pages • Include works cited, in APA style Grading Criteria: • Clear thesis that focuses essay • Consideration of the context surrounding media text • Specific and in-depth ...

Read at least three articles that are no more than 12

Read at least three articles that are no more than 12 months old. Apply the content from the articles to social networking. The following requirements must be met: Write between 1,000 - 1,500 words using Microsoft Word i ...

Marketing principles group project assignmenthow to

Marketing Principles Group Project Assignment How to SWOT Identify the problems. Teaching cases are typified by the presentation of a problem, or sometimes multiple problems, for the reader to systematically solve throug ...

Could someone please help me with this marketing postto

Could someone please help me with this marketing post. To learn how a company employs Corporate Social Responsibility, watch the following video on Zappos  here , a popular online retailer. Using research from Chapter 3 ...

  • 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