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QUESTION 2
(a) Identify and discuss in detail two different segments of customer who would be interested in buying from Crumpets. (2.5 marks)
(b) For each of these two segments discuss their possible purchasing from Crumpets. (2.5 marks)
Total 2.5 + 2.5 = 5 marks
QUESTION 3
Given the intangible nature of services you are asked to:
Develop a 12-month marketing communications plan for each of the two segments identified in Question 2 as proposed customers of Crumpets from January 2021 until December 2021, assuming COVID-19 will permanently change the way we live and work. (10 marks)
QUESTION 4
(a) Discuss all the current 7Ps for Petbarn and discuss the implications of each for Petbarn in 2021 and beyond. (7 marks)
(b) To encourage more customers to use the online delivery services provided by Petbarn, they may require different strategies for different segments. What are the four (4) key drivers that customers use to decide which channel they prefer. (4 marks)
(c) Draw a detailed service blueprint of Petbarn capturing the full-service processes for the company and describe each part of the process in detail. (9 marks)
Total 7 + 4 + 9 = 20 marks

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