3.

1
 (Old Customer) : the company has to rebuilt it’s customers
satisfaction , by producing high quality that satisfies its old
customers and capture new Market Share
 (New Customer) : Corona is well famous for the old
generations, but due to the recession that it went through it’s
now segmented for the B and C classes. As it’s now not
famous among young children due to stronger competitors
that are widely penetrating the market.

 To attract new customer, they make many things like:

I. Promotion
II. Campaign
III. Questionnaire \ Feedback
IV. And through media
3.2
 Non of these and they are making development to their products to satisfy
customers as they make new strategies and more campaign to be under promise
and over deliver and exceed customer expectations.
 Corona isn’t proactive company , as it is penetrating the market rather than just
wait for competitors to take actions and follow them .
3.3 (a) SBU’S are based on product bases .

Chocolate

Biscuits

cocoa powder

Wafer

Toffees and Gums

 (b) BCG matrix

Mini Bembo
Plain Biscuits mary Cooking chocolate
Milk Chocolate Lemon Chocolate
Dark Chocolate Strawberry Chocolate
Question Spread Chocolate
Lite Chocolate
Star Mark Orange Chocolate
? Mint Chocolate
★
Cocoa Powder
Bimbo
Cash Rocket
Negrita
Sweet Jelly
Cinnamon Biscuits
Dog Vanalia biscuits
lollipop
Pocket
Chocolate Hazelnut.
Caw

(c)
 Corona has established
as one of the earliest and best companies to produce and
successfully sell chocolate of a very unique taste and high
quality. In the beginning they were very successful since they
had no direct competitors at all but that changed when
international competitors entered the market and held a big
part from the market share. Corona now is struggling to
bounce back to its initial position in the market and is trying
to re-strengthen its brand name, thus we believe that a better
Marketing plan could help it compete against many brands
that are on top of the current market.
 Chocolate is one of the most popular and widely consumed
products in the world. Growth of the chocolate industry over
the last decade has been driven in large part particularly in
the western world and increasingly in the eastern; it is a
hugely popular ingredient or main event for desserts and even
meals. This powerful growth in demand - both locally and
globally - is poorly matched against an unpredictable supply.
Especially for market class B and C which corona targets
whom are considerably price sensitive and are not financially
capable of buying the well-known international imported
premium chocolate brands such as Hershey, Ferrero, Mars ,
….etc
 Cadbury is the leading player in the chocolate market industry
acquiring 70% market share. The company’s brand like Dairy
milk is the leader in this segment. Nestle is the other major
player in this industry.
Until early 90’s Cadbury had a market share of 80% but its
party was spoiled when Nestle appeared in the scene. The
other has introduced its international brand in many
countries (kitkat, lion) and now commands approximately 15%
market share. Competition in this segment is fierce and will
soon get keener as overseas Hershey’s and Mars consolidate to
grab a bite in the Egyptian market.

Marketing objectives for corona:

 increase the sales from 20% to 35 % (by 15%) within 2 years 
 increase the market share within 1 year by 10%
 increase the product availability in the market by 30% within
2 year.

(d) Future investment decisions for SBU’S :

 Rocket : the caramel is too hard to eat then they should make it more
soft and improve the quality of chocolate to make it more delicious
  Negrita: make it bigger and put more chocolate cream in it and dip it
in extra chocolate .
 Vanilla Biscuits : they should make extra flavor like with chocolate .
 Lollipop : cancel it’s life cycle production because it’s production
takes a lot and give in back no thing .

(e)
 Corona is considered as a fair company based on it’s BCG matrix,
they under development (as the marking manager said ) and they will
transfer their headquarter to Cairo.
 Their strategy is same quality for less price:
o As they develop an oriented cost strategy to penetrate
the Market with affordable prices and good quality
product.