MNM3701 - Marketing Planning
Assessment 3 2024
SEMESTER 01
Marketing Plan for MM-Snacks
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,HONESTY DECLARATION
Module Code: MNM3701 Assessment Date: XX
1. I know that plagiarism means taking and using the ideas, writings, works or inventions of
another as if they were one’s own. I know that plagiarism not only includes verbatim copying,
but also the extensive use of another person’s ideas without proper acknowledgement (which
includes the proper use of quotation marks). I know that plagiarism covers the use of material
found in textual sources and from the Internet.
2. I acknowledge and understand that plagiarism is wrong.
3. I understand that my assignment/examination answers must be accurately referenced.
4. This assignment/examination file/portfolio is my own work. I acknowledge that copying
someone else’s work, or part of it, is wrong, and that submitting identical work to others
constitutes a form of plagiarism.
5. I have not allowed, nor will I in the future allow, anyone to copy my work with the intention of
passing it off as their own work.
6. I understand that I can be awarded 0% if I have plagiarised or used AI.
7. I understand that my assignment/examination file/portfolio may be submitted automatically to
Turnitin or any other plagiarism or AI detection software.
8. I confirm that I have read and understood the following UNISA policies:
8.1 Policy for Copyright and Plagiarism
8.2 Policy on Academic Integrity
8.3 Student Disciplinary Code
Name: Student No:
Signed: Date:
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, TABLE OF CONTENTS
INTRODUCTION....................................................................................................................1
1.1 OVERVIEW OF THE SMME........................................................................................1
1.2 SMME MARKETING PLAN AND HOW IT ASSISTS THE SMME..............................1
1.3 ASSESSMENT OVERVIEW........................................................................................1
2 RESEARCH AND ANALYSIS OF THE CURRENT SITUATION.......................................2
2.1 INTERNAL ENVIRONMENT........................................................................................2
2.1.1 MISSION STATEMENT............................................................................................2
2.1.2 RESOURCES............................................................................................................2
2.1.2.1 HUMAN RESOURCES..........................................................................................2
2.1.2.2 FINANCIAL RESOURCES.....................................................................................2
2.1.2.3 INFORMATION RESOURCES..............................................................................2
2.1.2.4 SUPPLY RESOURCES.........................................................................................2
2.1.3 BUSINESS OFFERING.............................................................................................3
2.1.4 RECOMMENDATIONS.............................................................................................3
2.1.4.1 WAYS TO IMPROVE THE MISSION.....................................................................3
2.1.4.2 WAYS TO IMPROVE RESOURCES.....................................................................3
2.1.4.2.1 HUMAN RESOURCES.......................................................................................3
2.1.4.2.2 FINANCIAL RESOURCES.................................................................................3
2.1.4.2.3 INFORMATION RESOURCES..........................................................................4
2.1.4.2.4 SUPPLY RESOURCES.....................................................................................4
2.1.4.3 WAYS MM-SNACK CAN IMPROVE BUSINESS OFFERING...............................4
2.2 EXTERNAL ENVIRONMENT.......................................................................................4
2.2.1 TECHNOLOGICAL FACTORS.................................................................................4
2.2.2 COMPETITIVE FACTORS........................................................................................4
2.2.3 POLITICAL-LEGAL FACTORS.................................................................................5
2.2.4 ECONOMIC FACTORS............................................................................................5
2.2.5 RECOMMENDATIONS.............................................................................................5
2.2.5.1 WAYS SMME CAN IMPROVE THE TECHNOLOGICAL ENVIRONMENT..........5
2.2.5.2 WAYS SMME CAN IMPROVE ON THE COMPETITIVE ENVIRONMENT..........5
2.2.5.3 WAYS SMME CAN IMPROVE THE POLITICAL-LEGAL ENVIRONMENT..........5
2.2.5.3 WAYS SMME CAN IMPROVE THE ECONOMIC ENVIRONMENT......................6
2.3 SWOT ANALYSIS........................................................................................................6
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, 2.3.1 RECOMMENDATIONS.............................................................................................6
2.3.1.1 HIGH STAFF TURNOVER.....................................................................................6
2.3.1.2 LIMITED FUNDING................................................................................................6
2.3.1.3 UPDATE SOCIAL MEDIA PRESENCE.................................................................6
2.3.1.4 COMPETITION.......................................................................................................7
3 ANALYSIS OF MARKETS AND CUSTOMERS.................................................................7
3.1 ANALYSIS OF MARKETS...........................................................................................7
3.1.1 TYPE OF MARKET MM-SNACKS SERVE...............................................................7
3.1.2 MM-SNACKS MARKET SHARE...............................................................................7
3.1.3 TARGET MARKET....................................................................................................7
3.1.4 RECOMMENDATIONS.............................................................................................7
3.1.4.1 WAYS MM-SNACKS CAN IMPROVE ON TYPE OF MARKET............................7
3.1.4.2 WAYS MM-SNACKS CAN IMPROVE ON MARKET SHARE...............................7
3.1.4.2 WAYS MM-SNACKS CAN IMPROVE ON TARGET MARKET.............................8
3.2 ANALYSIS OF CUSTOMERS......................................................................................8
3.2.1 INDIVIDUAL FACTORS............................................................................................8
3.2.3 BUSINESS MARKETS..............................................................................................8
3.2.4 RECOMMENDATIONS.............................................................................................8
3.2.4.1 WAYS MM-SNACKS CAN IMPROVE INDIVIDUAL FACTORS............................8
3.2.4.2 WAYS MM-SNACKS CAN IMPROVE ON GROUP FACTORS............................8
3.2.4.3 WAYS MM-SNACKS IMPROVE ON BUSINESS MARKET FACTORS................9
4 SEGMENTATION, TARGETING AND POSITIONING.......................................................9
4.1 SEGMENTATION.........................................................................................................9
4.1.1 INDIVIDUAL CUSTOMERS BEHAVIOURAL...........................................................9
4.1.2 PSYCHOGRAPHIC AND DEMOGRAPHIC..............................................................9
4.1.3 GEOGRAPHIC..........................................................................................................9
4.1.4 BUSINESS CUSTOMERS........................................................................................9
4.1.5 RECOMMENDATIONS...........................................................................................10
4.1.5.1 WAYS MM-SNACKS CAN IMPROVE ON SEGMENTING INDIVIDUAL
CUSTOMERS........................................................................................................10
4.1.5.1 WAYS MM-SNACKS CAN IMPROVE ON SEGMENTING BUSINESS
CUSTOMERS........................................................................................................10
4.2 TARGETING...............................................................................................................11
4.2.1 MULTISEGMENTED TARGETING.........................................................................11
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