ECS3709
Assignment 4 Semester 2 2024
Unique Number:
Due Date: 30 October 2024
QUESTION 1
To analyze Theomei Apparel's external environment, it is essential to understand how
various external factors influence the company's operations and strategic decisions. These
environments are categorized into economic, technological, political and legal, and
global/international environments. Here is an analysis of each:
1. Economic Environment
Theomei Apparel operates in South Africa, a developing economy with fluctuating
macroeconomic conditions. The country's economic environment is shaped by various
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INTRODUCTION
This portfolio provides a comprehensive overview of Theomei Apparel, a South
African manufacturing company founded in 2015 by Theodosia Bambo in Mahube
Valley, Mamelodi East, Pretoria. Specializing in tailor-made scrubs for the medical
and beauty industries, Theomei Apparel emerged from humble beginnings, initially
operating as a reseller before transitioning into manufacturing. This strategic shift
was motivated by the identification of a significant market gap for locally produced
scrubs. As a dedicated entrepreneur and single mother, Theodosia led her small
team to establish a factory in her garage, enhancing their skills through targeted
training. With a growing client base, including health and beauty spas and medical
institutions, Theomei Apparel is now incubated at The Innovation Hub. This portfolio
will analyze the external environment of Theomei Apparel, its characteristics in a
mature market, and the evaluation of its strategic marketing objectives, providing
insights into its operational and market strategies.
QUESTION 1
To analyze Theomei Apparel's external environment, it is essential to understand
how various external factors influence the company's operations and strategic
decisions. These environments are categorized into economic, technological,
political and legal, and global/international environments. Here is an analysis of
each:
1. Economic Environment
Theomei Apparel operates in South Africa, a developing economy with fluctuating
macroeconomic conditions. The country's economic environment is shaped by
various factors, including inflation, unemployment, exchange rates, and interest
rates, all of which affect consumer spending and business operations. The medical
and beauty industries, key markets for Theomei Apparel, tend to have stable
demand due to the essential nature of healthcare services, yet they are not immune
to broader economic pressures. South Africa's relatively high unemployment rate
and income inequality can impact consumer purchasing power, potentially affecting
the demand for non-essential, premium scrubs in the beauty sector.
