Study the short case study and answer the assignment questions. Clover Tropika Tropika, a dairy fruit juice mix brand, was launched in South Africa by Clover in 1984. Tropika is available in the following flavours: orange, pineapple, mango, peach, tropical and granadilla; and cool colours: apple, tutti frutti, grape and red berry. Tropika has always held its position as the number one fruit juice mix brand with 56% of the market share. Tropika competes against a variety of beverage categories for consumer share: carbonated soft drinks, 100% juices, nectars, fruit drinks, iced tea and bottled water. The key strategy that competitors use against Tropika is aggressive lower pricing. The premium price charged by Tropika due to quality has posed a huge challenge for Tropikas volume sales growth because cheaper brands have become more attractive to price-sensitive consumers. The dairy fruit juice mix category mainly targets the LSM 5-10 market. This is due to the fact that the LSM 1-4 market has limited access to these products. With regard to consumer consumption of dairy fruit juice, Markinor research has indicated that individual consumers purchase dairy fruit juice mix on a weekly basis, whereas household purchases of these beverages take place on a monthly basis with bulk purchases being preferred. The study further revealed five need-state groups around the consumption of juice: bright day-starters, control and focus, cool pleasure, refreshing escape and peaceful comfort. Tropika fulfilled the need for cool pleasure and refreshing escape which fulfils the need for refreshment and relaxation for consumers. Tropika plays a specific role and fulfilled a need most beverage categories could not fulfil. The brands key factor is based on the products intrinsic quality of its distinctive smoothness derived from the blend of dairy and juice that is perceived by consumers as being unique to the dairy fruit mix category compared to other beverage categories. Tropika is built on the intrinsic smooth experience of the product, which was captured by its slogan, Tropika: smoothest tase under the sun. Tropika introduced some product extensions. Since the introduction of Tropikas new cool red flavour variant in 2004, the island of smooth brand was used by introducing a Jamaican flavour with a cool factor and a chameleon as a creative mechanism to illustrate the new red-coloured drink. Tropika Da Lite was launched in 2005 as a healthier alternative for the more health conscious Tropika drinkers. Write a four-page report with the focus on the following topics:

QUESTION 1 (9 marks) Introduction to business-to-business marketing: Distinguish between the following two categories of B2B customers: resellers and producers. (3 marks each for theory discussion of the two categories). Under which one of the two categories does Tropika fall? Justify your answer based on the case study. (3 marks for practical application). Poor theory discussion without in-text referencing or incorrect referencing will result in loss of marks. Poor or lack of practical application will result in loss of marks. (1 page required)

QUESTION 2 (9 marks) Business-to-business buying (B2B): Provide a theory discussion of the following two types of buying decisions: modified rebuy decisions and straight rebuy decisions. (3 marks each will be awarded for theory discussion). Which one of these two rebuy strategies apply to customers that purchase Tropika? Justify your answer based on the case study (3 marks for practical application). Poor theory discussion without in-text referencing or incorrect referencing will result in loss of marks. Poor or lack of practical application will result in loss of marks. . (1 page required).

QUESTION 3 (12 marks) Business development and planning: Provide a thorough discussion of the pre-emptive move and focus strategies (3 marks each for theory discussion). Indicate how Tropika utilised these two strategies in the case study (3 marks for practical application of each strategy). Poor theory discussion without in-text referencing or incorrect referencing will result in loss of marks. Poor or lack of practical application will result in loss of marks.

(1 page required) Remember to include an introduction in which you provide the reason why the report is needed, followed by an indication of the main topics that are discussed in the report. Lastly, provide a conclusion in which you highlight the most important points discussed in the assignment.