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MNM3709 ASSIGNMENT 04 SEMESTER 01 2023 (852758)
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MNM3709 ASSIGNMENT 04 SEMESTER 01 2023 ()
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FULL NAMES:STUDENT NUMBER:
UNIQUE NUMBER: 852758
MODULE CODE: MNM3709
MODULE NAME: STRATEGIC MARKETING
ASSIGNMENT: 04
DUE DATE: 05 JUNE 2023
NB: CHOOSE ONE STRATEGIC REPORT OF MAXHOSA AFRICA FROM THE TWO. FIRST
EXAMPLE AND SECOND EXAMPLE. CHOOSE ONE!
, Strategic Report for MAXHOSA Africa:
COMPETITOR ANALYSIS
1. Dimensions of Market Analysis
a) Current and emerging submarkets: MAXHOSA Africa operates in the luxury
fashion industry, specifically in the knitwear sector. The submarkets within this
industry are knitwear for women, men, and children. An emerging submarket is the
sustainable and ethical fashion industry, where customers are willing to pay a
premium for products that have minimal impact on the environment.
b) Actual market, potential market, and submarket size: The global luxury fashion
industry was valued at USD 91.7 billion in 2020, and it is expected to grow at a
CAGR of 4.7% from 2021 to 2028. The potential market for MAXHOSA Africa
includes individuals who are willing to pay a premium for high-quality, luxury knitwear
products. The submarket size for MAXHOSA Africa would be determined by the
number of customers interested in purchasing its products.
c) Market and submarket growth: The luxury fashion industry is expected to grow at
a CAGR of 4.7% from 2021 to 2028. The submarket for sustainable and ethical
fashion is expected to grow due to increasing awareness of the impact of the fashion
industry on the environment.
d) Market and submarket profitability: The profitability of the luxury fashion industry is
high due to the premium pricing of its products. However, the profitability of a specific
submarket would depend on the competition and market demand.
e) Distribution Channels: MAXHOSA Africa currently sells its products through its
online store, as well as through select retail partners. The company could expand its
distribution channels by partnering with more retailers, particularly those with a
global reach, and by exploring the possibility of opening physical stores in strategic
locations. Additionally, the company could consider expanding its online presence by
partnering with popular e-commerce platforms or launching its own mobile app.
Overall, MAXHOSA Africa operates in a niche market with significant potential for
growth. The company could capitalize on this by emphasizing its unique design
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