CONNECT CODE CUSTOM FOR USM MKT
7th Edition
ISBN: 9781265841409
Author: Grewal
Publisher: MCGRAW-HILL HIGHER EDUCATION
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Question
Chapter 2, Problem 1CCS
Summary Introduction
Case summary:
Company is the one of the biggest coffee house in Country U. It is the sole maker of coffees later Company DD a donut company started becoming an important one in coffee house. Company S and Company DD had a very tough competition in the market.
Company S come up with various strategies to retain its customers. It introduced mobile applications and online facilities to the customers. The company S’s products satisfied the needs and wants of the company.
Company DD is growing well in the coffee market though its main product is donut. This company also launched an online application for the benefits of the customers. The competition of these two firms are established well.
Characters in the case:
- Company S
- Company DD
To discuss: The SWOT analysis of Company S and Company DD and in which company Person X will invest.
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TASK DESCRIPTION
Successful brand extensions allow companies to diversify their offerings and increase their market
share. Brand extension will provide any company a competitive advantage over its rivals that do not
offer similar products.
You are expected to select a live/real organisation which is suitable to the task and launch a new
product/service.
Please discuss with your lecturer your choice before proceeding.
For your Portfolio you need to complete the following tasks:
1. Develop a new brand extension for the organisation you have selected for one of their
product/service.
2. Determine segmentation, targeting and positioning for the new brand extension.
3. Develop a detailed customer personal profile for the new brand extension, including demographic
and psychographic information.
4. Develop the marketing mix strategies for the new brand extension (4Ps/7Ps).
**what are the Raw Materials and Human Rights Concerns in the Apple Company
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