MNM3709 Assignment 4 (QUESTIONS & ANSWERS) Semester 2 2024 - DUE 30 October 2024| Course Strategic Marketing (MNM3709) | Institution University Of South Africa | Book Strategic Marketing

MNM3709 Assignment 4 (COMPLETE ANSWERS) Semester 2 2024 - DUE 30 October 2024 THEOMEI APPAREL COMPANY PROFILE Theomei Apparel is a South African manufacturing company founded in 2015 in Mahube Valley, Mamelodi East, Pretoria by Theodosia Bambo, a single mother of two who has a background in the construction industry. The company specialises in producing tailor-made and bespoke scrubs for the medical and beauty industries. Theomei Apparel started as a reseller but later ventured into manufacturing, after spotting a gap in the market for locally made scrubs. With a small but dedicated team, the company set up a small factory in Bambo's garage and they enrolled in a short course to enhance their skills. Theomei Apparel has secured contracts with health and beauty spas, a pharmacy and Medunsa, and is currently incubated at The Innovation Hub. The company's long-term goal is to establish a shop at a health university and become the leader in providing bespoke scrubs to hospitals. QUESTION 1 [12 MARKS] Analyse Theomei Apparel's external environment and provide a summary of each of the following environments (no more than 200 words per environment): 1. Economic environment 2. Technological environment 3. Political and legal environment 4. Global or international environment MARKING RUBRIC QUESTION 1 Per environment 0 Marks 1 Mark 2 Marks  Economic  Technological  Political and Legal  Global or international Only a theoretical discussion was provided of the environmental variable. The environmental variable was not applied to Theomei. The incorrect theory was used to apply practically. No evidence of thinking critically or applying knowledge. The example of the environmental variable was applicable to Theomei but lacked detail or was not clear. Attempted to link the environmental variable to Theomei, but the link was weak. Showed some evidence of critical thinking ability but limited. The explanation was too long (more than 200 words per environment). A clear but brief example was provided of the environmental variable for Theomei. Demonstrated critical thinking and application of practical knowledge in a clear, concise. Copying The examples are copied from other sources, including but not limited to websites/other students/AI-generated examples. Synonyms were used to try to change the information to look different. The content was rephrased in the student’s own words and explained clearly without copying the work of others. In-text citations No in-text citations were provided. In-text citations were provided but not in the CEMS Harvard style. In-text citations were provided but not for all characteristics In-text citations were provided for all characteristics in the CEMS Harvard style. QUESTION 2 [14 MARKS] Review the characteristics that define mature markets in Wiid et al. (2020: 248 – 250) or Wiid et al. (2024: 252 – 253). Assume that Theomei has entered the mature market phase. Provide practical examples of the five characteristics that would indicate that Theomei is in this phase, with examples specific to Theomei’s industry and products. MARKING RUBRIC QUESTION 2 Characteristic 0 Marks 1 Mark 2 Marks  Excess capacity  Increased intensity of competition  Increase difficulty of maintaining product differentiation  Worsening distribution problems  Growing pressures on costs and profits Only a theoretical discussion was provided of the characteristic. The characteristic was not applied to Theomei. The incorrect theory was used to apply practically. No evidence of thinking critically or applying knowledge. The example of the characteristic was applicable to Theomei but lacked detail or was not clear. Attempted to link the characteristic to Theomei, but the link was weak. Showed some evidence of critical thinking ability but limited. The explanation was too long (more than 100 words per characteristic). A clear but brief example was provided of the mature market characteristic for Theomei. Demonstrated critical thinking and application of practical knowledge in a clear, concise. Copying Examples were copied from other sources, including but not limited to websites/other students/AI-generated examples. Sentences or paragraphs were copied verbatim from sources. Synonyms were used to try to make the information different The content was rephrased in the student’s own words and explained clearly without copying the work of others. In-text citations No in-text citations were provided. In-text citations were provided but not in the CEMS Harvard style. In-text citations were provided but not for all the characteristics. In-text citations were provided for all characteristics in the CEMS Harvard style. QUESTION 3 [16 MARKS] Review the steps in the strategy evaluation and control process discussed in Wiid et al. (2020: 408 – 411) or Wiid et al. (2024: 430 – 433). Consider the following information: Strategic marketing objective Theomei management has set the following strategic marketing objective: “Increase market share of medical scrubs by 15% in the next 12 months through targeted marketing campaigns and partnerships with healthcare institutions” Performance criteria Theomei also provided the following established performance criteria:  Market share growth: Increase market share by 15% within 12 months.  Achieve 15% increase in sales volume compared to the previous 12 months  Customer acquisition: Increase the number of new healthcare institutions purchasing scrubs by 10% within 12 months  Partnerships: Form at least five new partnerships with institutions within 12 months. Choose one of the performance criteria above for Theomei and discuss steps two to five in the strategy evaluation and control process for the selected performance criteria. If more than one performance criteria is discussed, only the first will be marked. MARKING RUBRIC QUESTION 3 Per step 0 Marks 1 Mark 2 Marks Only a theoretical discussion was provided of the step. The step was not applied to Theomei. The incorrect theory was used to apply practically. No evidence of thinking critically or applying knowledge. The example of the step was applicable to Theomei but lacked detail or was not clear. Attempted to link the step to Theomei, but the link was weak. Showed some evidence of critical thinking ability but limited. The explanation was too long (more than 100 words per characteristic). A clear but brief example was provided of the step for Theomei. Demonstrated critical thinking and application of practical knowledge in a clear, concise. Alignment to chosen performance criteria The steps were not aligned with the chosen performance criteria. The steps were all aligned to the chosen performance criteria. Copying Examples were copied from other sources, including but not limited to websites/other students/AI-generated examples. Sentences or paragraphs were copied verbatim from sources. Synonyms were used to try to make the information different The content was rephrased in the student’s own words and explained clearly without copying the work of others. MNM3709/105/2/2024 9 Per step 0 Marks 1 Mark 2 Marks In-text citations No in-text citations were provided. In-text citations were provided but not in the CEMS Harvard style. In-text citations were provided but not for all the characteristics. In-text citations were provided for all characteristics in the CEMS Harvard style. REFERENCE LIST [6 MARKS] You need to provide a reference list at the end of the assignment. The reference list should contain all of the in-text references used in your answers. The reference list should be presented in the CEMS Harvard referencing style. Refer to the folder on myUnisa named “Academic integrity resources” in this regard.