Section A: Compulsory Case Study: Boston Beer Company Jim Koch, the founder of Boston Beer Company, whose Samuel Adams Beer has become a top-selling "craft" or "Micro" beer, started out in 1984 carrying bottles of Samuel Adams from bar to Bar to persuade bartenders to carry it. For 10 years he couldn't afford an advertising budget, he old his beer through direct sales and grass-roots public relations. His hard work eventually paid off. Boston Beer found its sales passing the US$200 million mark as it became the leader in the craft beer market. As a consequence, it began to spend millions of dollars on TV advertising, employ dozens of sales people, and carry on sophisticated marketing research. It discovered that continued success required setting up and managing a capable marketing department. But the original passion and desire to move forward remains. In 2002, Boston Beer introduced a unique, limited edition "extreme" brew, Samuel Adams Utopias. The potent 50-prooof, US$100-a bottle Utopias claimed the official record as "The strongest Beer in the World". At Samuel Adams, we are constantly innovating and creating new ideas that will push the envelope and revolutionize beer drinkers' expectations for beer'. Said Founder Koch Section A: Answer both questions Q1 a) Explain the meaning of marketing JIM Koch undertook to market its Boston Beer? (5 marks) b) The statement from Boston Beer company states "continued success required setting up and managing a capable marketing department" In the light this statement, evaluate the importance of marketing and how Boston Beer can build a capable marketing team? (7 marks) c) Identify and comment on the type of strategic orientation Boston Beer company adopted? (4 marks) d) Explain the concept of a product as a bundle of benefits that delivers customer value in case of Samuel Adams? (4 mark) Total marks 20 Q2. a) Describe with the help of appropriate model the marketing strategies used by Boston Beer company that has helped to achieve growth and resulted in competitive advantage in its niche markets in the potent 50-proff, US$100-a botte Utopias leading to claim position of the strongest Beer in world? (5 marks) b) Over-time Boston beer company needed to reposition it brand as "extreme brew". Advance the reason that necessitate brand repositioning? (4 marks) c) Identify and comment on the factors that influenced the marketing strategy of Boston Beer company? (4 marks) d) Komfwe a member of your marketing department of Boston Beer Company, is about to conduct a number of interviews with users Samuel Adams beer of that the company supplies. The particular researcher is as yet undecided on the specific research method to be used. Time, accuracy and cost are obvious considerations and Komfwe has written to you asking for advice on the suitability of telephone interviews, as opposed to face-to-face interviews. Komfwe is also concemed about how to gather qualitative data as part of the research and thinks it is insufficient to merely provide quantitative summaries. Write a memo to him advising him about appropriate research strategies that should be considered in order to gather the qualitative data for Samuel adams beer. Your memo should give clear advice about the relative merits of each approach mentions (7 marks). Total marks 20 Section B; attempt any three questions Section A: Compulsory Case Study: Boston Beer Company Jim Koch, the founder of Boston Beer Company, whose Samuel Adams Beer has become a top-selling "craft" or "Micro" beer, started out in 1984 carrying bottles of Samuel Adams from bar to Bar to persuade bartenders to carry it. For 10 years he couldn't afford an advertising budget, he old his beer through direct sales and grass-roots public relations. His hard work eventually paid off. Boston Beer found its sales passing the US$200 million mark as it became the leader in the craft beer market. As a consequence, it began to spend millions of dollars on TV advertising, employ dozens of sales people, and carry on sophisticated marketing research. It discovered that continued success required setting up and managing a capable marketing department. But the original passion and desire to move forward remains. In 2002, Boston Beer introduced a unique, limited edition "extreme" brew, Samuel Adams Utopias. The potent 50-prooof, US$100-a bottle Utopias claimed the official record as "The strongest Beer in the World". At Samuel Adams, we are constantly innovating and creating new ideas that will push the envelope and revolutionize beer drinkers' expectations for beer'. Said Founder Koch Section A: Answer both questions Q1 a) Explain the meaning of marketing JIM Koch undertook to market its Boston Beer? (5 marks) b) The statement from Boston Beer company states "continued success required setting up and managing a capable marketing department" In the light this statement, evaluate the importance of marketing and how Boston Beer can build a capable marketing team? (7 marks) c) Identify and comment on the type of strategic orientation Boston Beer company adopted? (4 marks) d) Explain the concept of a product as a bundle of benefits that delivers customer value in case of Samuel Adams? (4 mark) Total marks 20 Q2. a) Describe with the help of appropriate model the marketing strategies used by Boston Beer company that has helped to achieve growth and resulted in competitive advantage in its niche markets in the potent 50-proff, US$100-a botte Utopias leading to claim position of the strongest Beer in world? (5 marks) b) Over-time Boston beer company needed to reposition it brand as "extreme brew". Advance the reason that necessitate brand repositioning? (4 marks) c) Identify and comment on the factors that influenced the marketing strategy of Boston Beer company? (4 marks) d) Komfwe a member of your marketing department of Boston Beer Company, is about to conduct a number of interviews with users Samuel Adams beer of that the company supplies. The particular researcher is as yet undecided on the specific research method to be used. Time, accuracy and cost are obvious considerations and Komfwe has written to you asking for advice on the suitability of telephone interviews, as opposed to face-to-face interviews. Komfwe is also concemed about how to gather qualitative data as part of the research and thinks it is insufficient to merely provide quantitative summaries. Write a memo to him advising him about appropriate research strategies that should be considered in order to gather the qualitative data for Samuel adams beer. Your memo should give clear advice about the relative merits of each approach mentions (7 marks). Total marks 20 Section B; attempt any three questions