Gloria’s Drinks wants to market a new product line; drinking water and beverages in an innovative package with a screw top in Ghana. The proprietor will like to know if the packaging solves the challenge of the biting off of a corner of sachet water with customer’s teeth and therefore, tends to make storage of the remaining water impractical. They decide to purchase syndicated data, tracking water and beverage purchasing trends in Ghana over the last two years. As part of the marketing campaign, the company plans to roll out a sachet return scheme, where sachets returned earns customers discount points toward their next purchase.
1. Questions:
a. Is this primary or secondary data collection, and why?
b. Identify and discuss five different challenges that the packaging seeks to solve.
c. Identify and discuss five different competitive advantages that this packaging will have over competing brands.
d. Discuss how this company’s marketing plan will affect the natural environment.

2. (a) In your opinion, explain the targeting strategy Kantanka Automobile
Company can adopt to be highly competitive in the Ghanaian automobile market.
(b)What stage in the Product Life-Cycle can you find Kantanka Automobile
Company and why?
(c) With the aid of a diagram explain the stage you can find Kantanka automobile company in the Product Life-Cycle.
(d) Describe the strategies you will adopt to rejuvenate a product at a declining stage.
3. Strategic planning is the process of establishing an organizational mission and formulating goals, corporate strategy, marketing objectives, marketing strategy and marketing plan (Pride & Ferrell, 2006).
(a) State, explain and justify the two basic factors that are important in the
development of marketing strategy.
(b)Identify and explain three reasons why a marketing manager will attempt to understand the behaviour of his/her customers.
(c) Discuss any two general approaches used internally by firms to aid in the implementation of marketing strategy.
4. (a) With any business of your choice, explain three (3) ways you can increase the Lifetime Value of your customers in this era of COVID-19.
(b)Trace the genealogy of the Marketing Mix Framework. From the perspective of the consumer, has the 4Ps Marketing Mix helped.
5. (a) Explain the importance of marketing environment (micro and macro).
(b)Choose any recognizable brand or product or company of your choice and identify three (3) socio-cultural environmental factors that affect it.
(c) Explain how you perceive these factors, influencing their marketing decisions regarding how they promote their business.

Question

Gloria’s Drinks wants to market a new product line; drinking water and beverages in an innovative package with a screw top in Ghana. The proprietor will like to know if the packaging solves the challenge of the biting off of a corner of sachet water with customer’s teeth and therefore, tends to make storage of the remaining water impractical. They decide to purchase syndicated data, tracking water and beverage purchasing trends in Ghana over the last two years. As part of the marketing campaign, the company plans to roll out a sachet return scheme, where sachets returned earns customers discount points toward their next purchase.
1. Questions:
a. Is this primary or secondary data collection, and why?
b. Identify and discuss five different challenges that the packaging seeks to solve.
c. Identify and discuss five different competitive advantages that this packaging will have over competing brands.
d. Discuss how this company’s marketing plan will affect the natural environment.

2. (a) In your opinion, explain the targeting strategy Kantanka Automobile
Company can adopt to be highly competitive in the Ghanaian automobile market.
(b)What stage in the Product Life-Cycle can you find Kantanka Automobile
Company and why?
(c) With the aid of a diagram explain the stage you can find Kantanka automobile company in the Product Life-Cycle.
(d) Describe the strategies you will adopt to rejuvenate a product at a declining stage.
3. Strategic planning is the process of establishing an organizational mission and formulating goals, corporate strategy, marketing objectives, marketing strategy and marketing plan (Pride & Ferrell, 2006).
(a) State, explain and justify the two basic factors that are important in the
development of marketing strategy.
(b)Identify and explain three reasons why a marketing manager will attempt to understand the behaviour of his/her customers.
(c) Discuss any two general approaches used internally by firms to aid in the implementation of marketing strategy.
4. (a) With any business of your choice, explain three (3) ways you can increase the Lifetime Value of your customers in this era of COVID-19.
(b)Trace the genealogy of the Marketing Mix Framework. From the perspective of the consumer, has the 4Ps Marketing Mix helped.
5. (a) Explain the importance of marketing environment (micro and macro).
(b)Choose any recognizable brand or product or company of your choice and identify three (3) socio-cultural environmental factors that affect it.
(c) Explain how you perceive these factors, influencing their marketing decisions regarding how they promote their business.

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