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MNM2613 Assignment 5 Semester 1 2024
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MNM2613ASSIGNMENT 5
SEMESTER 1 2024
QUESTIONS WITH COMPLETE ANSWERS
[DATE]
musyokah11@gmail.com
[Company address]
, MNM2613 ASSIGNMENT 5 SEMESTER 1 2024
To complete this assignment, you need to study learning units 1 to 8 in the study
guide and the prescribed book. You must also read the Clover Tropika case
study in Business cases from South African companies.
QUESTION 1
Clover Tropika always seeks superior distribution activities of products for its
customers. Select ONE type of intensity of distribution that is used or has been
adopted by Clover Tropika and justify your answer based on the case study. You
are required to discuss the theory and the practical application (3 marks for the
theory discussion and 3 marks for the practical application).
Instructions: Provide one sentence to explain what a distribution intensity is and ensure that you
reference the sources that you use (max 1-2 sentences).
Specify the one type of intensity of distribution, that is used or has been adopted by Clover Tropika
and justify your answer. Thereafter, indicate practically how the business is utilising the selected
strategy to intensify distribution.
Provide both practical and theoretical discussion.
Distribution intensity refers to the level of market coverage a company pursues, ranging
from intensive (widely available) to selective (limited availability) to exclusive (very limited
availability) distribution channels (Kotler et al., 2022).
Based on the case study, Clover Tropika appears to employ an intensive distribution
strategy. This is evident from its widespread availability across various retail outlets,
supermarkets, convenience stores, and online platforms. The company aims to make its
products easily accessible to a broad range of consumers.
Theoretical Discussion: An intensive distribution strategy involves making the product
available in as many outlets as possible to maximize market coverage and convenience
for consumers (Kotler et al., 2022). It is suitable for products with high demand, low
customer involvement, and low price points, such as fast-moving consumer goods
(FMCGs).
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