Group Project

The Chocolate Shop

 Full Instructions

Imagine that you are an owner of a store named ‘The Chocolate Store’ …. The store has been
running for the last five years but, unfortunately, not doing well. Here are some facts:
1- The name of the store is not very attractive and not original at all.
2- The location of the store within Dubai Mall is not good. It is located on the third floor
where not many people go.
3- You are bound by a rental contract and you cannot get out of the premises for the
next 5 years – if you break the terms of the contract then you must pay 2 million
Dirhams.
4- Your prices are far too expensive.
5- You are targeting the wrong segments.
6- You don’t have a written slogan for your shop.
7- Your store area is huge and it is much bigger than what you need.
8- Your promotion strategy is very poor.

You have decided to save your business from declining even further and you will apply
everything you learned in this course in order to save the situation.
This is what you need to do:
1- Change the name of your store to an attractive name. The name must be original and
NOT taken from the Internet. I will check the Internet. Also Write a slogan for the
store. For example, ‘Our Chocolates Tickle your Heart’ … the slogan MUST be
original and your. Do not take it from the Internet and make sure it does not exist on
the Internet. 5%

2- How will you utilize Marketing Research to help you improve your business? 10%

3- On which bases will you segment the market and what segment or segments you will
be targeting and why? How do you intend to ‘position’ your store? 15%

4- What is your N E W differentiation strategy? In other words, how do you intend to

make your store different from your competitors? Give full explanation and convince
me (as a customer) to visit your store. Be original. 20%

5- Describe the three levels of your main product (core, actual, augmented). 10%
 6- Explain and justify your pricing strategy. Are you going to use cost-plus pricing or
value-based pricing? Why? 20%

7- What is your advertising objective? Create an advertising strategy (create advertising

messages + select advertising media). 20%

You MUST be original …. Even when you choose the name for the store it must be a name
that does not exist already. I will check the internet. Your slogan should also be original …. I
am giving you so much freedom in this project and I am hoping that you will be innovative.
Surprise me.
The report must not be more than 8 pages (including the cover).
Maximum number of members in a group is 6 and minimum is 5. It is NOT an option to do it
on your own. ONLY one person in the group should submit the project. Make sure that you
write the names of all members of the group on the front page. Any submission will be
considered as a final submission.
Deadline for submission is strict and no extension will be granted for any reason. The
deadline is on Thursday 2nd May 2019. Do NOT submit by email. Please note that there will
be a presentation taking place during week 15. Each group will present their project and you
need to prepare well for the presentation because it carries marks.
It is your responsibility to allocate tasks and make sure that everyone in the group will make
a contribution. In fact, it is part of the assessment to evaluate how you form groups, divide
tasks, communicate and make sure everyone makes a contribution.