Essay Zorba Delicacies Case Study – The Importance of Strategic Marketing for Zorba – Marketing Assignment Help

Assignment Task:

The learning outcome will be assessed in the following ways:

1. The completion of an individually prepared written assignment which reports on a live strategic marketing activity/case study. This will consist of 4800 words (+/- 10%) and worth 80% of the overall mark.
2. A piece of self-reflective writing that critically appraises the marketing activity/case study.  This will consist of 1200 words (+/- 10%) and worth 20% of the overall mark.

Assignment 1

Zorba Delicacies is a chilled food manufacturer that specialises in cold blend products within the following four categories; Dips, Houmous, Soup and Sandwich Fillers.  They supply major retailers in the UK and Ireland including Tesco, Morrisons and Asda.

Houmous currently comprises over half of Zorba’s turnover; 60% of the gross profit margin and is considered to be instrumental to Zorba’s future success. 

This should be in the form of an individually prepared assignment in essay format that demonstrates current activity and practice in the market and references relevant academic theory.  The word count for your work is 4800 words (+/- 10%) and this part of the assessment is worth 80% of the overall mark. 

The brief

This report asks you to respond to a marketing strategy opportunity faced by a client, ZORBA. Your report will stem from a market analysis and from a critical evaluation of the most effective way forward for the brand. The overall objective for Zorba is to increase houmous sales in the UK without cannibalising Zorba’s retail own-brand market.

The Tasks

You are to undertake the following: 

• Critically evaluate the importance of strategic marketing for Zorba
• Through secondary research analyse the company’s market. This should include SWOT, competition analysis and customer behaviour/trends
•  Evaluating the research you have undertaken, develop a strategy (S) to grow  Zorba’s sales. This should include segmentation and target and the new Zorba branded positioning which you propose
• Propose a marketing mix that would support the new positioning for the identified market.