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MNM3708 Portfolio Exam
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– MNM3708 ASSIGNMENT 03 –Portfolio
TABLE OF CONTENT
INTRODUCTION .................................................................................................................1
1 SITUATION ANALYSIS .............................................................................................1
2 SWOT ANALYSIS .....................................................................................................2
2.1) STRENGTH .........................................................................................................2
2.2) WEAKNESS ........................................................................................................3
2.3) OPPORTUNITIES ...............................................................................................4
3 OBJECTIVES.............................................................................................................5
4 IDENTIFICATION OF CONSUMERS.........................................................................6
5 DEVELOP AN OVERALL STATEGY ..........................................................................8
5.1.2 Location Strategy ....................................................................................................9
5.1.3 Promotion Strategy ..................................................................................................9
5.1.4 Pricing Strategy .....................................................................................................10
6 SPECIFIC ACTIVITIES ............................................................................................12
7 CONTROL ......................................................................................................................15
8 CONCLUSION ................................................................................................................16
REFERENCES ..................................................................................................................16
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,INTRODUCTION
CorporaTess is a retail shop has been in existence since 2018 located at the heart of
Umhlanga Rocks that mainly sells clothing line focusing on career driven women between the
ages 25-50 who are emerging and at the height of their respective careers. The brand focuses
on 4 clothing line which are The Classics, The Style Star, The Trendsetter and the Bohemian.
These 4 lines are aimed to address different women and capture their different and unique
styles. The mission for CorporaTess is to provide high quality clothing that dresses all types of
women for their respective careers and keep them looking formal and stylish. The goal for
CorporaTess is to define what workwear is for corporate women and to shape the future of
formal wear.
On this assignment we discuss all elements that form part of the strategic planning process.
We will analyse the current situation of CorporaTess, identify how CorporaTess SWOT
analysis and objectives of the company. We will discuss identification of consumers where the
techniques that are available such as Mass Marketing, Concentrated Marketing and
Differentiated Marketing will be detailed. We will be discussing how to develop the overall
strategy by looking at controllable and uncontrollable variables. Specific Activities will be
outlined where a discussion about daily and short term operations will be discussed and finally
assess control in 7 steps of Strategic Planning Process.
ASSIGNMENT 1
1 SITUATION ANALYSIS
Situation analysis assists decision makers in understanding the business and the market using
the SWOT analysis, which can help them identify opportunities or threats that can be
detrimental to the business. The situation analysis gives insight of where the business is and
where it is going and the potential it has to grow (Berman et al., 2018: 73).
1.1 Current Organazational mission and ownership
CorporaTess is a retail shop that sells corporate clothing and accessories such as bags and
jewellery for women. It is known for its high quality and excellent service. CorporaTess caters
for the middle to high earners who enjoy comfortable yet sophisticated clothing.
CorporaTess is owned by Nozipho Mshengu who operates as a sole proprietor.
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, 1.2 Current product category
CorporaTess has 4 clothing line ranges, The Classics, which deals with staples such as crisp
white shirt and black pants. It is a line designed for the minimalistic look such as lawyers who
are generally in black and white when attending court cases. The Style Star, which is a range
that is an extension to the Classics, it offers more colours and shapes for customers who prefer
to incorporate colour to their wardrobe. The Trendsetter caters for the women who are fashion
forward and are up to date with the latest styles in fashion trends and finally the Bohemians,
which is a range that caters for the eclectic women who are environmentally conscious and
like reach earthy tones and colours.
2 SWOT ANALYSIS
A SWOT (Strength, Weakness, Opportunities and Threats) analysis is the framework used to
determine the company’s competitive positioning. It gives insight on internal and external
factors that may affect business and outline the current and future potential of a company
(Kenton, 2023). It is important for the business to identify its strengths, weaknesses,
opportunities and threats to be able to identify areas where improvements will need to be made
and to better understand the strengths of a business. This can improve the company by
introducing new ideas and fresh perspectives that can guide a company from uncontrollable
elements that impact the business and its survival.
2.1) STRENGTH
Current:
CorporaTess offers high quality clothing to its main customers who are career driven and take
their appearances as serious as their careers.
It offers different ranges which cater to all style preferences of women. CorporaTess
understands that women are different and have different styles and preferences. The ranges
best compliment these women and their individuality by offering a style that best represent
their careers and preferences.
It is situated at Umhlanga Rocks which makes it easily accessible to its targeted Niche
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