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MNM3709 ASSIGNMENT 02 SEMESTER 02 2023
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- University Of South Africa (Unisa)
MNM3709 ASSIGNMENT 02 SEMESTER 02 2023
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FULL NAMES:STUDENT NUMBER:
MODULE CODE: MNM3709
MODULE NAME: STRATEGIC MARKETING
ASSIGNMENT: 02
SEMESTER 02_2023
, QUESTION 1
Refer to the Clover Danao case study in Business Cases: From South African
Companies (Niewenhuizen 2020:39-44). Analyse Clover Danao’s market; compile a
strategic report in which you (1) identify and practically describe the five role players in
the purchasing situation; and (2) explain the role of each player for Clover Danao's
products.
Duplicate the table below and use the mark allocation as a guide to determine how much
information is needed. One mark is allocated for each practical application. Always use
the mark allocation as a guide to determine how much information is needed. PLEASE
NOTE, NO MARKS WILL BE ALLOCATED FOR THEORY.
ROLE PLAYERS IN THE PURCHASING SITUATION
(1) Practical description: The consumer is the
end-user of Clover Danao products. In this
case, it includes individuals and families,
particularly mothers aged 25-34 in LSM 7-10,
who purchase and consume Danao Smooth.
1. Role player: Consumer (2) Practical role: Consumers make the (2)
ultimate purchasing decision based on their
preferences, needs, and perceptions of the
product's value and health benefits. They also
play a role in influencing other family members'
choices.
(1) Practical description: Retailers include
supermarkets like Pick 'n Pay, Spar, and
Shoprite, where Clover Danao products are
sold. They are intermediaries between the
producer and the consumer.
2. Role player: Retailers (e.g.,
(2)
Pick 'n Pay, Spar, Shoprite)
(2) Practical role: Retailers decide whether to
stock Danao products, allocate shelf space, and
may offer promotions or discounts to encourage
sales. They play a vital role in making the
product accessible to consumers.
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