MNM2615 MARKETING IN AFRICA
ASSIGNMENTS 2026 COMPREHENSIVE
ASSESSMENT SCRIPT SOLVED QUESTIONS
ANSWERS UPDATED REVIEW SET
◉ Sustainable Competitive Advantage
Answer: An advantage over competition that can be maintained
consistently over time
◉ Market development
Answer: Change market but not product
◉ Product development
Answer: Change product, not market
◉ Intensive Growth Strategies: Ansoff's Product/ Market Expansion
Grid
Answer:
◉ Strategic Planning
,Answer: Developing a strategy to ensure long-term survival and
growth. Process of developing and maintaining a strategic fit
between the organization's goals and capabilities and its changing
marketing opportunities.
1. Develop a company mission
2. Objectives and goals
3. Choose organizational strategies
4. Develop a portfolio plan
◉ A firm's success depends on:
Answer: It's ability to adapt to the changes occurring outside the
firm
◉ Environmental analysis
Answer: Called monitoring or scanning: ongoing process of
identifying external forces, analyzing them, and predicting their
potential impact
◉ Demographics
Answer: Characteristics of a population (ethnicity, income, gender)
◉ Economic trends
Answer: Business cycles is an example: periods of prosperous
growth or decline
, ◉ Substitute competition
Answer: A threat that often comes under the radar of monitoring.
Often preceded by a change in consumer taste related to
sociocultural trends (low carb trend)
◉ Substitute product
Answer: One from a different product category that can be
substituted or used instead of another product
◉ Technology
Answer: Needs to be monitored and analyzed
This can also be used for developments. The discovery of trans fat
started a whole trend against it.
◉ Marketing objectives
Answer: specific, measurable, attainable
◉ Market segmentation
Answer: Process of dividing the market up into different groups of
potential customers who share a common characteristic that
differentiates them from another group.
ASSIGNMENTS 2026 COMPREHENSIVE
ASSESSMENT SCRIPT SOLVED QUESTIONS
ANSWERS UPDATED REVIEW SET
◉ Sustainable Competitive Advantage
Answer: An advantage over competition that can be maintained
consistently over time
◉ Market development
Answer: Change market but not product
◉ Product development
Answer: Change product, not market
◉ Intensive Growth Strategies: Ansoff's Product/ Market Expansion
Grid
Answer:
◉ Strategic Planning
,Answer: Developing a strategy to ensure long-term survival and
growth. Process of developing and maintaining a strategic fit
between the organization's goals and capabilities and its changing
marketing opportunities.
1. Develop a company mission
2. Objectives and goals
3. Choose organizational strategies
4. Develop a portfolio plan
◉ A firm's success depends on:
Answer: It's ability to adapt to the changes occurring outside the
firm
◉ Environmental analysis
Answer: Called monitoring or scanning: ongoing process of
identifying external forces, analyzing them, and predicting their
potential impact
◉ Demographics
Answer: Characteristics of a population (ethnicity, income, gender)
◉ Economic trends
Answer: Business cycles is an example: periods of prosperous
growth or decline
, ◉ Substitute competition
Answer: A threat that often comes under the radar of monitoring.
Often preceded by a change in consumer taste related to
sociocultural trends (low carb trend)
◉ Substitute product
Answer: One from a different product category that can be
substituted or used instead of another product
◉ Technology
Answer: Needs to be monitored and analyzed
This can also be used for developments. The discovery of trans fat
started a whole trend against it.
◉ Marketing objectives
Answer: specific, measurable, attainable
◉ Market segmentation
Answer: Process of dividing the market up into different groups of
potential customers who share a common characteristic that
differentiates them from another group.
