MNM3701 - Marketing Planning
Assessment 3 2024
SEMESTER 01
Marketing Plan for MM-Snacks
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Module Code: MNM3701 Assessment Date: XX
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constitutes a form of plagiarism.
5. I have not allowed, nor will I in the future allow, anyone to copy my work with the intention of
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8.1 Policy for Copyright and Plagiarism
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8.3 Student Disciplinary Code
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, TABLE OF CONTENTS
INTRODUCTION....................................................................................................................1
1.1 OVERVIEW OF THE SMME........................................................................................1
1.2 SMME MARKETING PLAN AND HOW IT ASSISTS THE SMME..............................1
1.3 ASSESSMENT OVERVIEW........................................................................................1
2 RESEARCH AND ANALYSIS OF THE CURRENT SITUATION.......................................2
2.1 INTERNAL ENVIRONMENT........................................................................................2
2.1.1 MISSION STATEMENT............................................................................................2
2.1.2 RESOURCES............................................................................................................2
2.1.2.1 HUMAN RESOURCES..........................................................................................2
2.1.2.2 FINANCIAL RESOURCES.....................................................................................2
2.1.2.3 INFORMATION RESOURCES..............................................................................2
2.1.2.4 SUPPLY RESOURCES.........................................................................................2
2.1.3 BUSINESS OFFERING.............................................................................................3
2.1.4 RECOMMENDATIONS.............................................................................................3
2.1.4.1 WAYS TO IMPROVE THE MISSION.....................................................................3
2.1.4.2 WAYS TO IMPROVE RESOURCES.....................................................................3
2.1.4.2.1 HUMAN RESOURCES.......................................................................................3
2.1.4.2.2 FINANCIAL RESOURCES.................................................................................3
2.1.4.2.3 INFORMATION RESOURCES..........................................................................4
2.1.4.2.4 SUPPLY RESOURCES.....................................................................................4
2.1.4.3 WAYS MM-SNACK CAN IMPROVE BUSINESS OFFERING...............................4
2.2 EXTERNAL ENVIRONMENT.......................................................................................4
2.2.1 TECHNOLOGICAL FACTORS.................................................................................4
2.2.2 COMPETITIVE FACTORS........................................................................................4
2.2.3 POLITICAL-LEGAL FACTORS.................................................................................5
2.2.4 ECONOMIC FACTORS............................................................................................5
2.2.5 RECOMMENDATIONS.............................................................................................5
2.2.5.1 WAYS SMME CAN IMPROVE THE TECHNOLOGICAL ENVIRONMENT..........5
2.2.5.2 WAYS SMME CAN IMPROVE ON THE COMPETITIVE ENVIRONMENT..........5
2.2.5.3 WAYS SMME CAN IMPROVE THE POLITICAL-LEGAL ENVIRONMENT..........5
2.2.5.3 WAYS SMME CAN IMPROVE THE ECONOMIC ENVIRONMENT......................6
2.3 SWOT ANALYSIS........................................................................................................6
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, 2.3.1 RECOMMENDATIONS.............................................................................................6
2.3.1.1 HIGH STAFF TURNOVER.....................................................................................6
2.3.1.2 LIMITED FUNDING................................................................................................6
2.3.1.3 UPDATE SOCIAL MEDIA PRESENCE.................................................................6
2.3.1.4 COMPETITION.......................................................................................................7
3 ANALYSIS OF MARKETS AND CUSTOMERS.................................................................7
3.1 ANALYSIS OF MARKETS...........................................................................................7
3.1.1 TYPE OF MARKET MM-SNACKS SERVE...............................................................7
3.1.2 MM-SNACKS MARKET SHARE...............................................................................7
3.1.3 TARGET MARKET....................................................................................................7
3.1.4 RECOMMENDATIONS.............................................................................................7
3.1.4.1 WAYS MM-SNACKS CAN IMPROVE ON TYPE OF MARKET............................7
3.1.4.2 WAYS MM-SNACKS CAN IMPROVE ON MARKET SHARE...............................7
3.1.4.2 WAYS MM-SNACKS CAN IMPROVE ON TARGET MARKET.............................8
3.2 ANALYSIS OF CUSTOMERS......................................................................................8
3.2.1 INDIVIDUAL FACTORS............................................................................................8
3.2.3 BUSINESS MARKETS..............................................................................................8
3.2.4 RECOMMENDATIONS.............................................................................................8
3.2.4.1 WAYS MM-SNACKS CAN IMPROVE INDIVIDUAL FACTORS............................8
3.2.4.2 WAYS MM-SNACKS CAN IMPROVE ON GROUP FACTORS............................8
3.2.4.3 WAYS MM-SNACKS IMPROVE ON BUSINESS MARKET FACTORS................9
4 SEGMENTATION, TARGETING AND POSITIONING.......................................................9
4.1 SEGMENTATION.........................................................................................................9
4.1.1 INDIVIDUAL CUSTOMERS BEHAVIOURAL...........................................................9
4.1.2 PSYCHOGRAPHIC AND DEMOGRAPHIC..............................................................9
4.1.3 GEOGRAPHIC..........................................................................................................9
4.1.4 BUSINESS CUSTOMERS........................................................................................9
4.1.5 RECOMMENDATIONS...........................................................................................10
4.1.5.1 WAYS MM-SNACKS CAN IMPROVE ON SEGMENTING INDIVIDUAL
CUSTOMERS........................................................................................................10
4.1.5.1 WAYS MM-SNACKS CAN IMPROVE ON SEGMENTING BUSINESS
CUSTOMERS........................................................................................................10
4.2 TARGETING...............................................................................................................11
4.2.1 MULTISEGMENTED TARGETING.........................................................................11
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