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ASSIGNMENTS QUESTIONS
ASSIGNMENT 1
Big Tree Beverages Ltd. is a Zambian-based FMCG company known for its local soft drinks such as “ZedCola” and “FreshMaize Energy Drink,” made with indigenous ingredients like maize and baobab. For over a decade, Big Tree built strong brand recognition among rural and peri-urban populations. However, recent shifts in urban consumer tastes—driven by health consciousness, global brand appeal (e.g., Coca-Cola Zero, Red Bull), and lifestyle aspirations—have led to a decline in market share in Lusaka and the Copperbelt.
Additionally, with Zambia’s growing middle class and urban youth demographic, Big Tree attempted to launch a new “Premium Range” targeting health-conscious urban professionals. The launch, however, flopped due to unclear brand positioning, ineffective segmentation, and lack of appeal to the desired buyer behaviour.
The marketing department now needs your help to revise their strategy using the STP model and develop a more compelling marketing offering for the urban Zambian market.
Required
- Identify and discuss the personal, psychological, and social factors that could influence buying behaviour in Zambia’s urban middle class, especially among young Discuss how these behaviours differ from Big Tree’s traditional rural customer base.
- Apply market segmentation approaches to outline at least three possible market segments in the urban Zambian beverage
- Recommend the most appropriate target market segment from those Then, develop a clear positioning statement for Big Tree’s premium beverage line that will resonate with the selected segment.
- Redesign the marketing offering for the premium product using the Product–Service– Experience Highlight:
- Core product benefits
- Actual product features (e.g., packaging, ingredients)
- Augmented product aspects (e.g., loyalty programs, online ordering)
- Critically, evaluate what went wrong with the previous product launch from a strategic marketing perspective and suggest at least two strategic marketing recommendations Big Tree should adopt for future urban-focused offerings to ensure better alignment with consumer expectations and market trends
ASSIGNMENT 2
Jumia Kenya, one of Africa’s largest e-commerce platforms, has experienced declining customer satisfaction scores and increased cart abandonment rates in the past 18 months. While it initially gained strong market traction through convenience, mobile promotions, and a wide product assortment, recent feedback reveals dissatisfaction with delivery times, misleading product descriptions, fluctuating prices, and limited customer support.
In response, the company is undergoing a strategic transformation to rebuild customer trust, improve pricing perception, enhance communication channels, and create long-term customer value in an increasingly competitive digital retail market that now includes global players like Amazon and local startups.
You have been hired as a strategic marketing consultant to advise the leadership team on how to realign their strategy to deliver more value, based on marketing insights and a stronger customer orientation.
Required
- Using the concepts of marketing channels and supply chain design, analyse how Jumia can improve product availability and last-mile delivery efficiency to enhance customer
- Design a basic marketing research plan to investigate the root causes of customer dissatisfaction and declining Include data collection methods, sample design, and expected outputs.
- Examine how professional selling and customer service agents can be integrated to deliver personalized post-purchase support..
- Assess how Jumia can use psychological pricing and dynamic pricing to reduce cart abandonment and increase revenue..
- Based on your analysis above, propose two strategic actions Jumia should implement to improve long-term customer satisfaction and brand loyalty.
