Question 2 Identify and discuss one integrative strategy that Tameka can pursue.
SECTION A:
Case Study – Smooth Red Cream
Smooth Red Cream (SRC) was founded in 2005 in Jamaica. Since its inception, the company has focused on developing the brand in Jamaica.
The product connotes visions of sunshine and beaches and gives a warm glow and smooth taste. The company was founded by Tameka, who is hunting funds to expand the product range by adding a newer range of rum punch. This new range will be stronger and more flavourful than the current product lines. In addition, it will carry a new trendy label and Tameka expects that this will give the brand a boost.
The current range of Rum punches are 7% proof (alcohol content). Wholesalers have requested a stronger version of the rum punches which is 14% proof. Jewel Isle is aiming to reach every bar, pub, restaurant, club, and supermarket.
Jewel Isle Rum punch are sold in 2 package size, a large 750ml bottles and a smaller 200ml bottles in packages of 6. Sales have risen steadily, and the company is profitable, but the company still sees huge opportunities for growth.
Prior to starting Jewel Isle, Tameka had worked in the beverage industry with Pepsi Cola for many years. She still maintains contact and gets mentoring and quality advice from them to this day.
Tameka started the business with a passion to spread the taste and love of Caribbean rum. The original tropical flavour is from a recipe passed down from her dad. She says – “I want this drink to be the classy drink it ought to be. There is so more to the taste!!” And this is reflected in the vibrant exquisite labelling.
Tameka is now ready to expand and grow the company in the marketplace and has approached you for ideas as this can be done.
Question 2
Identify and discuss one integrative strategy that Tameka can pursue.
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