Please answer Question 2(a and b ) and the article is about ABSOLUT CHOCOLATE.

(30 MARKS) There are TWO (2) questions in this section. Answer ALL questions based on Article 1. Questions: 1. Based on Figure 1, build a TOWS Matrix for Absolut Chocolat and recommend ONE (1) strategic alternative for each matrix. (8 marks) Figure 1: SWOT Analysis THREATS STRENGTHS WEAKNESSES OPPORTUNITIES 1. Number of followers are 319K (Istagram), 28K 1. Low product mix (4 1. Increase of gift (Tik Tok) and 20K types of cakes and giving culture (Facebook) followers. 3 types of brews). among young 2. "Pour It Yourself" & "Do It 2. Social adults. Yourself" concept. responsibilities 2. Quarantine fatigue 3. Location of offline retail activities will among Malaysians. are Petronas Kiosk (63 increase cost and 3. Celebrations of outlets in Selangor, reduce focus on its Malaysian festivals. Kuala Lumpur & Kedah), core business and 4. Increase numbers Petron Kiosk (1 outlet) alienate some of food delivery and Boulevard Hotel Mid customers. services. Valley KL. 3. Only one factory to 4. 15 Celebrities serve all agents. Endorsements via 4. Kiosk rental are Youtube (eg: Dato's Siti very high. Nurhaliza & Mira Filzah) 5. Product has short 5. No of agents are 18 (all shelf life states of Malaysia), 2 (Singapore) & 1 (Brunei) 1. Customers concerned on sugary and fatty desserts 2. Competition of cakes and substitutes from different brands (Eg: Secret Recipe, Junandus.com.my & Baskin-Robbins) 3. Increase of home- bakers selling online. 4. Unstable bakery ingredients supply and price. Source: https://absolutchocolat.squarespace.com/ 2. Choose ONE (1) of the recommended strategic alternatives in Question 1. a. Describe the target market for the chosen strategic alternative. (2 marks) b. Explain FOUR (4) factors that will influence the new target market in making a purchase decision. (8 marks) c. Design suitable marketing mix elements for the chosen strategic alternative. (12 marks) (TOTAL MARKS: 22)