MKTG303 Marketing Strategy
Analysis and Decisions

Assessment Guide Session 1, 2015

Department of Marketing and Management

ASSESSMENT OVERVIEW

Assessment 1 (A1) Case Study: Individual Assessment (30%)
The case facilitates the discussion of marketing problems in real situations. Each student is to individually conduct a case study analysis during the semester. You should read these cases carefully and come to class prepared to provide constructive input as the class works together to address the issues of the case.
1. Practice Cases (Not assessable but required for class discussion)

There will be two practice case studies to be prepared before the relevant class and discussed during class. Participation in these cases is important and will greatly assist you in understanding how to prepare the three assessable cases.
Practice Case 1: Discussion Week 2- Seminar 4 - Dr Pepper Snapple Group, Inc: Energy Beverages– Kerin & Peterson page 105.

Case Questions: 1. How would you characterise the energy beverage category, competitors, consumers, channels, and DPSG’s category participation in late 2007? 2. Does your characterisation bode well for a new energy beverage brand introduction generally and for Dr Pepper Snapple Group, in particular? 3. What target consumer market should be chosen for a new energy beverage brand? 4. What product should be introduced and how should it be positioned/differentiated? 5. Through which channel(s) should a new energy beverage brand be distributed? 6. What dollar amount for media advertising and promotion should be budgeted for a new energy beverage brand? 7. What suggested retail price should be recommended for a new energy beverage brand? 8. What is a reasonable first-year sales forecast for a new energy beverage brand based on your recommended target market and marketing mix? 9. Prepare a pro-forma income statement