Case Analysis Format: Business Report (1200 words) Weighting: 25% Assignment Brief This assignment is aimed at working on a few more elements of a marketing plan. You will continue to work towards a marketing plan for CHANUI, which is the company under investigation. In this assignment, you are expected to examine Positioning, Branding, Pricing and Distribution Channels. In order to enable you to integrate these concepts, I have provided another set of helpful questions aimed at helping you to think about these different areas; examine/analyse what CHANUI is presently doing; is this adequate?; are there gaps/opportunities that may be available to CHANUI. Once you have done this you should be able to pull your recommendations together. As in the first assignment, you will find it helpful to base your assignment on the information that has been provided to you, information that is available in the public domain such as the company’s website’s, other websites, news articles, visits to local supermarkets/dairies and your own knowledge of CHANUI and its products. There is no need for you to contact the company. Instructions: ? Use the scenario on CHANUI that was posted in Stream to build your marketing plan. ? Your task in this assignment is to look at aspects of the marketing plan such as Positioning, Branding, Pricing and Distribution Channels that were not considered in the first assignment. ? You need to look at chapters 5, 7, 9 and 10 for this assignment. 2 Assignment 2: Helpful Questions Chapter 5 1. Describe the firm’s offerings in terms of the four Ps of marketing ? product, price, place, and promotion. 2. Combining product, price, place, and promotion together into the strategic marketing management framework, describe the strategic positioning of firm’s offerings. (Please use the positioning matrix for this). 3. Does this strategic positioning make good marketing management sense or not? Explain your answer. 4. Explain how the firm is positioning their products in the marketplace, to distinguish it from competitors’ offerings. 5. Explain how you would position the firm’s product in the marketplace, to distinguish it from competitors’ offerings. 6. According to you, what do you think is the firm’s positioning statement? 7. If you were to write a positioning statement for the firm, what will it be? Chapter 7 ? Branding 8. What are the different branding strategies that the company is currently using? 9. Recommend other branding strategies that they should explore in the next 3 years to enhance their brand equity? 10. Can you depict the brand association network (Fig 7.3) to show the connections that the firm’s brand evokes when this brand name is activated. 11. Does this brand have a distinct personality? Which one of the 5 personalities in Figure 7.4 would best describe the firms’s brand? 12. How can the firm benefit from establishing brand communities? How should they go about doing this? Chapter 9 ? Pricing 13. Given the strategic positioning adopted by the firm (as identified by you in response to item 2 in this list), should they price high (skim) or low (penetrate); 14. How might the firm benefit from pricing differentially to their different segments? 15. Recommend a segment pricing to the firm Chapter 10 – Distribution Channels 16. Explain the importance of distribution channels to the firm in the light of creating and delivering value to the customer? 17. Is the channel design adopted by the firm consistent with all the other marketing elements? How has the firm achieved this? 18. Is the firm’s distribution system extensive or selective? Should it be extensive or selective? Explain 19. Is the firm using a push or a pull strategy?
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