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Question 1.3: Response to Supermarket Entry (15-20 marks)
Challenge Area: Intense Competition (Fresheey 35% market share vs MC 24%)
Format: Email to Marketing Director
Requirement: "Analyze the threat posed by supermarkets offering meal kits both in-store and online. Recommend specific actions MC should take to defend its market position, considering the different customer segments (singles 27%, couples 23%, families 50%)."
Professional Skills:
- Analysis (threat assessment)
- Communication (appropriate tone)
- Commercial Acumen (segment-specific tactics)
Time Allocation: 33.75-45 minutes (including 3-5 minutes planning)