SECTION A Instruction: Complete ALL questions from this section. CASE STUDY: FOOD INNOVATIONS LIMITED The senior managers of Food Innovations Limited examined their sales results for the last year with mixed feelings. On the good side, the company's spicy sweet and sour orange sauce, their award-winning flagship product, was still very popular among local restaurants, as well as independent jerk chicken and jerk pork vendors across the Caribbean. However, sales had been relatively flat now for four years in a row, despite the implementation of new marketing strategies over the past 24 months. Food Innovations introduced their spicy sweet and sour orange sauce in 2001, under the company's Taste of the Caribbean brand. It was positioned as a delicious, festive, exotic and authentic Caribbean product and was well received in the territory. Sales of the product peaked in 2005, a year after it won the CANCAN Food Award for product innovation in the Caribbean and remained strong for a few more years but started dropping in 2013 and has levelled off since 2015. The Marketing Manager, Paul Greenburn used the opportunity to renew his call for the firm to look to overseas markets for growth. Greenburn supported his call by pointing to the numerous requests received over the years from Jamaicans residing in Canada for the company to make its products available in their country. On the surface, the Marketing Manager's recommendations seemed to make a lot of sense. Around 750,000 Canadians are of Caribbean decent, a large portion of which are of Jamaican background. Most of these people were concentrated in two major Canadian cities, Englishspeaking Ontario, and French-speaking Quebec. Greenburns optimism seemed to be well founded. Beside direct calls from West-Indian Canadians for their spicy sweet and sour orange sauce, oranges are a popular fruit among Caribbean people generally. This was in fact one of the reasons the product was so well received in the region and Greenburn felt this would extend overseas. Additionally, a tangerine-like citrus fruit, Clmetine (pronounced 'Cle-men-tin') was very popular among Canadians. It was therefore likely that Food Innovation's citrus-flavoured sauce would be readily accepted in the market. 21/05 The Council of Community Colleges of Jamaica Page 3 REQUIRED A. Whether to standardise or adapt is one of the key decisions that firms must make when they decide to go international. Explain what is meant by standardisation in international marketing and give TWO (2) benefits. (6 marks) B. Suggest, with explanation, TWO (2) aspects of the product mix that you would recommend to Food Innovations Ltd to standardise and TWO (2) aspects that you recommend they adapt to give them a high chance of success in Canada. (8 marks) C. Explain TWO (2) benefits of using a global brand in international marketing. (6 marks) (Total 20 marks)