MNM3709 Assignment 3 (Detailed Answers) Semester 2 DUE 1 October 2024
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Course
Strategic Marketing
Institution
University Of South Africa
Book
Strategic Marketing
QUESTION 1 Evaluate the three generic strategies that companies can use to create a
competitive advantage in Wiid, et al. (2020; 2024). Explain using practical examples
what strategy OBC Meat and Chicken has used to create a sustainable competitive
advantage. Keep each example and justificati...
mnm3709 assignment 3 semester 2 due 1 october 2024
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MNM3709
Assignment 3
Semester 2
DUE 1 October 2024
, QUESTION 1
Generic strategies that companies can use to create a competitive advantage, and
explain the strategy that OBC Meat and Chicken has used.
According to Wiid et al. (2020; 2024), the three generic strategies for creating
competitive advantage are Cost Leadership, Differentiation, and Focus.
1. Cost Leadership: This strategy aims to become the lowest-cost producer in the
industry. Companies achieve this through economies of scale, streamlined
operations, and cost-cutting measures. For example, OBC Meat and Chicken utilizes
cost leadership by sourcing materials in bulk and optimizing its supply chain to
reduce operational costs.
2. Differentiation: Companies pursuing this strategy offer unique products or services
that stand out from competitors. OBC Meat and Chicken adopts a differentiation
strategy by providing high-quality, locally sourced chicken, emphasizing freshness
and ethical farming, appealing to consumers who prioritize quality.
3. Focus: This strategy targets a specific market segment. OBC Meat and Chicken
focuses on the local community by providing tailored offerings that cater to regional
tastes and preferences, enhancing brand loyalty. For instance, they may offer
specific cuts or marinades favored in local dishes.
QUESTION 2
Product development strategies and provide an example for OBC Meat and
Chicken for each form.
According to Wiid et al. (2020; 2024), product development strategies include
Improvement, Extension, Innovation, and Compatibility.
1. Improvement: OBC Meat and Chicken could enhance its current chicken marinade
flavors by adjusting recipes based on customer feedback, thus improving the quality
and taste of existing products.
2. Extension: The company may introduce ready-to-cook meal kits featuring their
chicken, expanding their product line while catering to busy consumers who seek
convenience.
3. Innovation: Launching a line of plant-based chicken alternatives would serve as an
innovative response to the growing demand for vegetarian options, attracting a wider
customer base.
4. Compatibility: OBC could collaborate with local grocery stores to offer exclusive
chicken products that align with seasonal dishes, ensuring compatibility with
consumer occasions and enhancing distribution.
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