Essay
MNM3710 ASSIGNMENT 3 SEMESTER 2 2023
- Course
- Brand Management (MNM3710)
- Institution
- University Of South Africa (Unisa)
MNM3710 ASSIGNMENT 3 SEMESTER 2 2023
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MNM3710 muzavazi47@gmail.com 0717513144DISCLAIMER
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QUESTION 1
Read the 1st for Women case study in: Niewenhuizen, C. 2020. Business cases from
South African companies. 1st edition. Cape Town: Juta.
The macroenvironment or external environment represents all the elements which are
outside the control of the organisation (Wiid, Cant & Makhitha, 2016). As the marketing
manager for 1st for Women, explore how 1st for Women Insurance differentiated its
services based on the principles of service differentiation (5 marks are allocated for
theory per theoretical point discussed and 10 marks for practical application per point
discussed). (15)
To explore how 1st for Women Insurance differentiated its services based on the
principles of service differentiation, you can refer to the 1st for Women case study in
the book "Business cases from South African companies" by Niewenhuizen. The case
study will provide you with specific examples and insights into how the company
implemented service differentiation.
In general, service differentiation involves creating unique and valuable services that
set a company apart from its competitors. Here are some theoretical points to consider
when discussing how 1st for Women differentiated its services:
Personalized customer experience: 1st for Women may have focused on
understanding the specific needs and preferences of their target market (women) and
tailored their services accordingly. This could include personalized communication,
customized insurance packages, and dedicated customer support.
Innovative product offerings: The company may have introduced innovative insurance
products or features that were not available in the market. This could include
specialized coverage for women-related risks, such as breast cancer or maternity
benefits.
Superior customer service: 1st for Women may have invested in training their staff to
provide exceptional customer service. This could involve prompt and efficient claims
processing, 24/7 customer support, and proactive communication with policyholders.
Brand positioning: The company may have positioned itself as a trusted and reliable
insurance provider for women, leveraging emotional appeals and building a strong
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