Professional Documents
Culture Documents
Q2)
(2 Marks)
Lectures: https://sta.saudtariq.com/Course/Detail/5117 1 Sir Saud Tariq (CAF 3, CAF 6, CFAP 3, CFAP 4, MSA 2)
Grand Test 1 Autumn 2023 SAUD TARIQ
CAF 6 Managerial & Financial Analysis
ST Academy
Q3)
Jupiter Confectionery Ltd manufactures four brands of chocolate bar. It is an old, established
business and relies heavily on the traditional qualities of rich-tasting chocolate and prestige
packaging to sell its products. It rarely introduces new brands – its last launch was three years
ago, but the other three brands are each more than ten years old. No extension strategies have
been used. The products are:
■ Orion – the newest brand, designed to appeal to teenagers with Star Wars wrappers and a
competitive price. Sales are increasing at a steady rate.
■ Venus – the original product of the company, a dark, rich chocolate bar with a black-and-gold
wrapper. The same size as most bars, but slightly more expensive – to suit its image. Sales and
cash flow from this product have helped to finance the launch of the other three.
■ Sun – the firm’s only attempt at boxes of chocolates. There is intense competition in this
high-value and high-profit-margin market sector. Sales figures are given below.
■ Mercury – this is a very sweet soft-centred bar that has been very popular with older
consumers. Sales have declined in recent years because of imports of healthier low-fat
chocolates. Old stocks are being returned by retailers.
The marketing manager is concerned both about sales of Mercury bars and the sales record of
Sun boxes. Should they both be dropped or could sales be revived? The manager decides to
analyse the current sales of the range of products by using product portfolio analysis.
Sales of Sun boxes of chocolates (units)
2009 120,000
2010 125,000
2011 115,000
2012 123,000
2013 124.000
Required:
a) Define the term ‘extension strategies’. (2 Marks)
b) What stage of its product life cycle does the Sun box of chocolates appear to be in? (3 Marks)
c) Outline the options available to the marketing manager for the Sun box of chocolates
product. (3 Marks)
d) Outline two problems this business could face as a consequence of launching very few new
products. (2 Marks)
e) The business has decided to try to extend the life of the Sun box of chocolates product.
Evaluate and explain two extension strategies that it could use in your country (4 Marks)
Lectures: https://sta.saudtariq.com/Course/Detail/5117 2 Sir Saud Tariq (CAF 3, CAF 6, CFAP 3, CFAP 4, MSA 2)
Grand Test 1 Autumn 2023 SAUD TARIQ
CAF 6 Managerial & Financial Analysis
ST Academy
(4-6)
4)
5)
6)
(2 Marks for Each of the above MCQ from 4 to 6… Total 6 Marks (2 Marks x 3 MCQs))
Lectures: https://sta.saudtariq.com/Course/Detail/5117 3 Sir Saud Tariq (CAF 3, CAF 6, CFAP 3, CFAP 4, MSA 2)
Grand Test 1 Autumn 2023 SAUD TARIQ
CAF 6 Managerial & Financial Analysis
ST Academy
SOLUTION
Q2) Arsal Limited
MCQ Answers:
2) C
MCQ Answers:
4) A
5) A
6) C
Lectures: https://sta.saudtariq.com/Course/Detail/5117 4 Sir Saud Tariq (CAF 3, CAF 6, CFAP 3, CFAP 4, MSA 2)
Grand Test 1 Autumn 2023 SAUD TARIQ
CAF 6 Managerial & Financial Analysis
ST Academy
Question 3)
2a)
• Changes made to a product to extend maturity and (1 Mark)
• Avoid decline (1 Mark)
2b) Sales for the Sun box of chocolates peaked in 2010 before falling in 2011; the product has
reached maturity and saturation (1.5 Marks). Growth in sales between 2012 and 2013 may
have been extension strategy. (1.5 Marks)
(1.5 Mark for identifying maturity stage and further 1.5 Marks for identifying Extension
Strategy)
(1 Mark for each point below… Total 3 Marks… Give marks only if any other sensible point is
mentioned by student other than those mentioned above)
2e)
Extension
Commentary
strategy
• A cheap extension strategy. Packaging may appear dated and a new design can be
New packaging,
used to revitalise sales.
new sizes
• Launching product in new box sizes may encourage new users and more frequent use.
• Market research to identify which are the most and least popular choices within the
New flavours
selection box.
Reposition the • May be possible to develop lower fat and sugar product, a healthier alternative to
product competitors.
New users • Find new markets for the product.
• Focus on the core features that make Sun different from the competition and model
Rebrand and
the new brand image on them.
relaunch
• Rebranding will be expensive and requires market research.
(For each of the above 1 Mark for identification of strategy and 1 Mark for its commentary)
Total 4 Marks (2 Marks x 2 Strategies).. Any 2 strategies will be enough
Lectures: https://sta.saudtariq.com/Course/Detail/5117 5 Sir Saud Tariq (CAF 3, CAF 6, CFAP 3, CFAP 4, MSA 2)