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1 Found helpful • 8 Pages • Essays / Projects • Year: Pre-2021 • Previously uploaded under: BUSS1001 - Understanding Business
This is a sem2 2015 case study assignment, received a credit mark. Scenario The Healthy Potion drink has been selling well and it seems to have attracted a loyal following with a number of regular customers. You have been chatting to some customers about their reasons for their repeat business. Whilst a number of them simply buy the drink because they like the taste and feel it is healthy for them, a large number of them sincerely believe that consumption of the drink allows them to reduce or maintain their weight. Some of them have even indicated that they are able to eat whatever they like because, as long as they have a HP drink each day, they will not put on any weight. In the light of this unexpected benefit, you engaged the services of a talented chemist who has developed a process for incorporating the herb into a diet pill. You believe that there might be a wonderful way for you to diversify your business and to enter the complementary medicine market for diet supplements. To enter this market may take considerable investment and time. Accordingly, you need to assess the marketing strategy for this new venture. Required: Develop a marketing plan using the 4Ps that addresses the issues involved in pursuing the new venture of introducing the diet pill. Please use the Case Study template provided to structure your writing. ……………………………………………. Marking Criteria: • The quality of marketing recommendations for new business development (The recommendations should be well supported and well argued). • Application of relevant key concepts and frameworks. • Research from quality academic sources. • The quality of the logical arguments and evidence that A-CA-R has been used where appropriate. • Appropriate referencing using BSRG. Referencing penalty: up to 7 marks • Appropriate word length. Word count penalty: 10 marks per 10% above 2000 words or part thereof (there is no 10% leeway) • Submission on time. Late penalty: 10 marks per day or part thereof.
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