Download Ashesi University College Marketing Course Code: BUSA 341

Ashesi University College
Marketing
Course Code: BUSA 341
Semester One: 2011/2012
Final Team Project
Lecturer: Anthony Ebow Spio
The Final Team Project constitutes 25% of total marks for the course.
Question: Select any one of the cases below and develop a strategic marketing plan
accordingly.
Hypothetical Cases
Case 1 Mineral Water
You have been appointed as Marketing Consultants of a newly established soft drinks company
in Ghana. The board has asked your team to develop a 3-year strategic marketing plan for the
launch of a new mineral water brand onto the Ghanaian market. Your have been given the
liberty to select a brand name and target as well as designing an appropriate marketing mix to
successfully establish the new brand.
Case 2 Hostel Service to cater for Ashesi University College students
You have been appointed as Marketing Consultants of a multinational estate company that has
just opened its first African subsidiary in Ghana. The strategic intent of the company is to
establish and operate private hostels on all university campuses across Africa. The first project
is to build and run a hostel at the Berekuso to cater for students of Ashesi University College
The company has been given a permit to commence the project.
You are required to develop a 3-year strategic marketing plan to launch their first hostel at the
Berekuso. Your have been given the liberty to select a brand name and target as well as
designing an appropriate marketing mix to successfully establish the new hostel brand.
Case 3 Retail Business
With discovery and production of oil in Ghana investors are predicting that the expatriate
community in Ghana will grow substantially. It is also estimated the middle class will grow
exponentially. These groups of people prefer shopping in supermarkets and groceries rather
than going to the open market. An investor intends to enter into the retail market in Ghana. He
has managed to secure $10 million bank facility in addition to his own resources. He reckons a
good and well-executed marketing plan will help him to rapidly establish his new retail
business. Consequently, your team has been appointed as Marketing Consultants to develop a
3-year strategic marketing plan to launch the retail business.
You have the liberty to select a brand name as well as a specific target of the market to focus on
based on your understanding of the market.
Case 4 New Savings Product
A multinational bank has been given a bank license by the Bank of Ghana to open a subsidiary
in Ghana. The initial study has revealed that very few people in Ghana save their money or
invest although a good number of people have substantial discretional income (idle money).
The bank intends to launch a new savings product onto the Ghanaian market.
Your team has been appointed as Marketing Consultants to develop a 3-year strategic
marketing plan to launch the new savings products. You have the liberty to select a brand name
as well as a specific target of the market to focus on based on your understanding of the
market.
Case 5 Broadcasting New TV Station
An investor intends to set up a TV station in Ghana. The National Media Commission and
National Commission Authority have given the entrepreneur a license to establish the TV
station.
Your team has been commissioned to develop a 3-year strategic marketing plan to launch the
new station. You have the liberty to select a brand name as well as a specific target of the
market to focus on based on your understanding of the market.
Case 6 Personal Wash or Skin Cleansing
An investor in home and personal care business worldwide (Beacon Industrial Plc Limited) has
been given a license to manufacture and market a personal wash or skin cleansing brand in
Ghana. The company intends to extend its business to other Western African countries within
5 years of starting the operation in Ghana.
Your team provides Business Development and Advisory Services to private firms. You have
been approached by Beacon Industrial Plc to conduct a market study and develop a 3-year
strategic marketing plan to launch a personal wash/skin cleansing brand in Ghana.
You have the liberty to select a brand name as well as a specific target of the market to focus on
based on your understanding of the market.
Case 7 Garment /Executive Wear
With discovery and production of oil in Ghana economies are predicting that the economy will
experience double-digit growth for next 5-10 years. It has been estimated that there will be an
increase in white colour jobs especially in the service sectors such as banking, insurance,
logistics and aviation to mention but a few. Beacon Executive Fashion Company has secured $
3 million dollars funding from IFC to start a Garment business to cater for needs of young
business executive.
Your team has been commissioned to develop a 3-year strategic marketing plan to launch a
new executive wear brand in Ghana. You have the liberty to select a brand name as well as a
specific target of the market to focus on based on your understanding of the market.
Case 8 New Insurance Product
An up and coming insurance firm has realised the need for a new product that seeks to award
students with loans for their tertiary education in Ghana. The initial study has revealed that
very few students can afford fees for their tertiary education. The insurance firm intends to
launch this new product onto the students market.
Your team has been appointed as Marketing Consultants to develop a 3-year strategic
marketing plan to launch this new product and invent reasonable means of collecting back
these loans with minimal interest. You have the liberty to select a brand name as well as
develop a marketing mix for your target market.
Case 9 New Private Hospital in Accra
A leading health service provider in the US (Beacon Ultimate Health Incorporated) intends to
enter into a joint venture with a Ghanaian to establish a state of the art hospital in Ghana to
cater for the whole of West Africa. A research report has revealed that growing number of
affluent people in the West African sub-region travel to India, South Africa or Europe for
treatment because they do not get adequate care and service in Ghana. The teaching hospitals
in Ghana are congested and the level of care these places are rather limited.
You team has been asked to develop a 3-year strategic marketing plan to launch and establish
the hospital profitably while delivering outstanding service to its patients.
You have the liberty to select the hospital name and also use the marketing mix to attract the
specific target of the market to focus on based on your understanding of the market.
Case 10 New Hotel at Accra
You have been appointed as Marketing Consultants of a company that invests in tourism. The
strategic intent of the company is to be the market leader in the hotel industry in Africa in 20
years. The first project is to build and run a hotel in Accra, Ghana. The company has been given
a permit to commence the project.
You are required to develop a 3-year strategic marketing plan to launch their first hotel in
Accra. You have been given the liberty to select a brand name and target as well as designing an
appropriate marketing mixes to successfully establish the new hotel brand.
NB: Your report should include the following:
Executive Summary (5 marks)
Current Market Situation (10 marks)
SWOT Analysis (10 marks)
Key Issues and Objectives (10 marks)
Marketing Strategy (50 marks)
- Target Market/Audience
- Positioning
- Product (Service)
- Pricing
- Distribution
- Promotion/Marketing Communication
- Process,
- Physical Evidence
- People
Action Programme (10 marks)
Budget: 3 Years Estimated Profit and Loss Account & Costs of Key Launch Activities (5
marks)
Control & Evaluation (5 marks)
Submission Date and Time: Thursday 15th December 2011 at 4.00pm on
Courseware and Turnitin