ADVANCED CONTEMPORARY MARKETING MANAGEMENT ...

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ASSIGNMENT

: ADVANCED CONTEMPORARY MARKETING MANAGEMENT ISSUES 4 (ACM401)

DUE DATE

: 3:00 p.m. on 18 MARCH 2014

TOTAL MARKS

: 100

MATERIAL SUPPLIED

: SCENARIO: WINE EXPORT COMPANY

INSTRUCTIONS TO CANDIDATES FOR COMPLETING AND SUBMITTING ASSIGNMENTS The complete ‘Instructions to Students for Completing and Submitting Assignments’ must be collected from any IMM GSM office, the relevant IMM GSM recognised Additional Tuition Centre or can be downloaded from the IMM GSM website. It is essential that the complete instructions be studied prior to commencing your assignment. The following points highlight only a few important notes. 1. You are required to submit ONE assignment per module. 2. The assignment will contribute 20% towards the final examination mark, and the other 80% will be contributed by the examination, however, the examination papers will count out of 100%. 3. Although your assignment will contribute towards your final examination mark, you do not have to earn credits for admission to the examinations; you are automatically accepted on registering for the exam. 4. Number all the pages of your assignment (e.g. page 1 of 4) and write your name and surname, student number and subject at the top of each page. 5. The IMM GSM requires assignments to be presented in a typed format, on plain A4 paper. Unless otherwise specified, this assignment must be completed within a limit of 3500 words, excluding the bibliography. Students who exceed the word limit may find that only part of the submitted assignment will be marked. 6. A separate assignment cover, which is provided by the IMM GSM, must be attached to the front of each assignment. 7. Retain a copy of each assignment before submitting, in case the original does not reach the IMM GSM. 8. The assignment due date refers to the day up to which assignments will be accepted for marking purposes. The deadline is 3:00 p.m. on 18 March 2014 for upload to the IMM GSM website. Late assignments will be accepted, but 25 marks will be deducted from the maximum mark, if received after 3:00 p.m. on 18 March 2014 and up to 5:00 p.m. the following day, after which no assignments will be accepted. 9. If you fail to follow these instructions carefully, the IMM Graduate School of Marketing cannot accept responsibility for the return of the assignment. It may even result in your assignment not being marked. Results will be available on the IMM GSM website, www.immgsm.ac.za, on Friday, 2 May 2014.

Assignment: 1st Semester 2014

© IMM Graduate School of Marketing ACM401

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IN

INSTRUCTIONS: 

Assignment questions are based on the prescribed textbook: Parsons, E. & Maclaran, P., 2009. Contemporary Issues in Marketing and Consumer Behaviour. 1st ed. Oxford: Butterworth-Heinmann.



Students must make use of key readings and other articles where possible.



Use of EBSCOHost is encouraged. Answer ALL the questions

CASE STUDY: Wine Export Company (Study Units 1-5)

[90]

Scenario: You have just been appointed as the marketing manager of a large international company based in South Africa called Distinguished Wines (Pty) Ltd. Your brief is to design a product portfolio of local wines for export to France in approximately 6 months’ time and to build an international brand that can be launched internationally in other countries as well thereafter. You have a marketing budget of R50m. Your brand must compete with the local French and international brands in France and other countries in the medium price and medium quality market segment. Your product will not compete with the high price and high quality market segment brands. France arguably produces the best wines in the world and your product portfolio must be designed to be sold in the following French regions and cities and fit in with their taste preferences:      

Paris Champagne region Alsace region Burgundy region Bordeaux region Loire Valley region.

You must research what the French taste preferences are and match these with South African products in terms of grape varieties and types of wine blends. Clearly indicate how you would approach this new wine brand portfolio by answering the following questions:



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QUESTION 1

[70]

1.1 Give the product range a brand name and marketing slogan.

(6)

1.2 By using the marketing mix indicate how you would design this new wine range of products to fit the French market in France and thereafter other international markets. (44) Note: Mark allocation Product (30 marks) Price (5 marks) Place (4 marks) Promotion (5 marks) 1.3 Explain how your new wine company intends to build a brand culture over time both from the inside and the outside. 1.3.1

1.3.2

Explain how your brand culture will be built from the inside. Substantiate your answer by providing practical examples.

(10)

Explain how your brand culture will be built from the outside. Substantiate your answer by providing practical examples.

(10)

QUESTION 2

[10]

What characteristics of the Post-Modernism era would probably have an impact on your new wine business, both positively and negatively? QUESTION 3

[10]

It is often argued that “arts marketing is nothing but a fad or fashionable ideology and cannot really impact your new wine company business”. 3.1

Do you agree or disagree with the above statement? answer.

3.2

What characteristics of arts marketing can impact your new wine company business? Substantiate your answer by illustrating how and by providing practical examples. (8)

PRESENTATION

Substantiate your (2)

[10]

ASSIGNMENT TOTAL: 100

