Read the following case study and answer the questions:

The Coca$-$Cola Company

The Coca$-$Cola Company is one of the most powerful brands in the world, and we can

definitely learn a lot from it$!$

Trademarks & Patents

Starting from their trademarks, The Coca$-$Cola Company has done everything to ensure that

their product will remain unique in the market of soft drinks. The Coca$-$Cola Corp owns the

trademark to the name Coca$-$Cola, including the trademark for the bottle shape, and even the

graphic representation of the brand name. All these elements help distinguish the company$$s

iconic products on the market.

But of course, this is not all! Coca$-$Cola also owns the patent of their famous soft drink

formula, which means that no other company is allowed to make their cola using the same

formula. They are also famously quite protective of it$,$ too.

Unique campaigns

The Coca$-$Cola Company achieves its differentiation not only through special packaging and

branding, but also through its carefully positioned advertising. The brand is famous for its

unique and powerful campaigns that help spread its core values and mission: to inspire

moments of happiness and refresh the world.

A great example is their multi$-$national Share a Coke campaign, in which they printed out cans

and bottles with the $250$ most popular names in each country. The campaign was

subsequently rolled out in $80$ countries, and managed to generate an incredible global impact.

Source: $13$ Amazing Differentiation Strategy Examples $($in $2022)-$ mktoolboxsuite.com

$$STADIO Assignment $2024$ Semester $2$ MAN$400$ Management Practice IV

Page $6$ of $7$

$2\mathrm{.}1$ When is a differentiation strategy the best strategy to follow? Use examples from the

above case study to highlight your points of discussion. $(14)$

$2\mathrm{.}2$ Suggest ways in which Coke$-$Cola could avoid the potential pitfalls of a differentiation

strategy. $(3)$

Read the following case study and answer the question.

TSOGO SUN

Tsogo Sun is Africa$$s leading hotel group with an extensive range of brands that provide world$-$

class accommodation across all markets. It has a wide distribution of hotels in South Africa in

major urban centres and key leisure destinations.

The Tsogo Sun Hotel profile compromises an array of brands that are diverse and segmented

to guests$$ needs. Our collection of $90$ hotels, with $14316$ rooms, combines local favourites

with some of the world$$s most respected hotel brands: Southern Sun Hotels, SunSquare,

Garden Court, StayEasy, Southern Sun Resorts, InterContinental Hotels and Sun$1.$

With over $40$ years of experience in servicing the local and international business and leisure

traveller, Tsogo Sun is focused on building its portfolio of successful global brands and

continues its expansion in Africa, the Indian Ocean and the Middle East.

From $2005,$ the company moved from being a brand manager to a brand owner and today

Tsogo Sun is an umbrella for many brands that make up this massive hotel and leisure group.

Source: Louw, L & Venter, P$.2013.$ Strategic Management. Developing Sustainability in

Southern Africa. Cape Town: University Press.

$2\mathrm{.}3$ By using examples of the above case study, explain how the focus generic strategy of

Tsogo Sun differs from the differentiation strategy of Coca$-$Cola