Indian Institute of Management Rohtak

Course: Marketing Management-I

PGP12 Term II
Batch 2021-23
Mid Term Examination- 2021
Time: 1.5 hours Max Marks: 30

Instructions:
 This is a closed book examination
 All questions are compulsory and carry equal marks.
 Make suitable assumptions, if required, and state them clearly.
 Make sure that you back up your answers with enough DATA, ANALYSIS, and
FACTS from the case.
 You are required to structure each of your answers within 500 words or at max two
pages including figures/tables, if required, for the support of your answer.
 Any kind of plagiarism will be strictly penalized

Note: Attempt all questions.

Answer the following questions based on the case “Origin artisan coffee: growth challenges
faced by a niche brand in South Africa”

1. As Mr. Singer, perform a situational analysis for Origin to understand the environment.
(7.5 marks)

2. What are the opportunities and challenges for competitors in the South African Coffee
Industry? Specify your plan of action to combat competition with adequate reasoning.
(7.5 marks)

3. What are your options for growth strategies in both B2B and B2C environments? Assess
the appropriateness of different options for Origin. (7.5 marks)

4. If you were Mr. Singer, what strategy would you recommend Origin adopt over the next
five years. (7.5 marks)