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Feb 3rd, 2012
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ACME has developed a range of specialist teas and wishes to market these within the UK market. ACME has no experience in trading in the UK or elsewhere and has limited resources. • Who is ACME’s target market? What customer need are ACME tea addressing ? What value is given to customers ? • What would be ACME tea’s key differentiation/positioning? Why would you think this differentiation/positioning would be successful? • How should ACME go about communicating with their customers? Please discuss the nature of its message, its tone and desired response. • How would ACME go about pricing its products? • How would ACME ensure that the customers get the product?

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