MNM3701
Assignment 3 Semester 1 2025
Unique #:
Due Date: 14 May 2025
Detailed solutions, explanations, workings
and references.
+27 81 278 3372
, MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
TABLE OF CONTENTS
1. INTRODUCTION ................................................................................................... 4
2. RESEARCH AND ANALYSIS OF THE CURRENT SITUATION ........................... 4
2.1 INTERNAL ENVIRONMENT ............................................................................ 4
2.1.1 Mission ....................................................................................................... 5
2.1.2 Resources .................................................................................................. 5
2.1.3 Business Offering ....................................................................................... 7
RECOMMENDATIONS .......................................................................................... 7
2.2 EXTERNAL ENVIRONMENT ........................................................................... 8
2.2.1 Technological ............................................................................................. 8
2.2.2 Competitive ................................................................................................ 8
2.2.3 Political Factors .......................................................................................... 8
2.2.4 Economic Factors ....................................................................................... 9
RECOMMENDATIONS ........................................................................................ 10
2.3 SWOT ANALYSIS .......................................................................................... 11
2.3.1 Strengths .................................................................................................. 11
2.3.2 Weaknesses ............................................................................................. 11
2.3.3 Opportunities ............................................................................................ 12
2.3.4 Threats ..................................................................................................... 12
RECOMMENDATIONS ........................................................................................ 12
3. ANALYSIS OF MARKETS AND CUSTOMERS ................................................... 13
3.1 Analysis of Markets......................................................................................... 13
RECOMMENDATIONS ........................................................................................ 14
3.2 ANALYSIS OF CUSTOMERS ........................................................................ 15
RECOMMENDATIONS ........................................................................................ 16
4. SEGMENTATION, TARGETING, AND POSITIONING ....................................... 17
4.1 SEGMENTATION ........................................................................................... 17
4.1.1 Geographic Segmentation ........................................................................ 18
4.1.2 Demographic Segmentation ..................................................................... 18
4.1.3 Psychographic Segmentation ................................................................... 18
RECOMMENDATIONS ........................................................................................ 19
4.2 TARGETING ................................................................................................... 19
RECOMMENDATIONS ........................................................................................ 20
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, 4.3 POSITIONING ................................................................................................ 20
RECOMMENDATIONS ........................................................................................ 21
5. MARKETING PLAN DIRECTION, OBJECTIVES, AND MARKETING
SUPPORT................................................................................................................ 21
5.1 PLAN DIRECTION.......................................................................................... 22
RECOMMENDATIONS ........................................................................................ 22
5.2 SETTING MARKETING PLAN OBJECTIVES ................................................ 23
RECOMMENDATIONS ........................................................................................ 24
5.3 MARKETING SUPPORT ................................................................................ 24
RECOMMENDATIONS ........................................................................................ 25
6. MARKETING STRATEGIES AND PROGRAMS .................................................. 26
6.1 DEVELOPING A SERVICE AND BRAND STRATEGY .................................. 26
RECOMMENDATIONS ........................................................................................ 27
6.2 DEVELOPING A CHANNEL AND LOGISTICS STRATEGY .......................... 27
RECOMMENDATIONS ........................................................................................ 28
6.3 DEVELOPING A PRICING STRATEGY ......................................................... 28
RECOMMENDATIONS ........................................................................................ 29
6.4 DEVELOPING A MARKETING COMMUNICATIONS AND INFLUENCE
STRATEGY .......................................................................................................... 29
RECOMMENDATIONS ........................................................................................ 29
7. PLAN METRICS AND IMPLEMENTATION CONTROL ....................................... 30
7.1 PLANNING METRICS .................................................................................... 30
RECOMMENDATIONS ........................................................................................ 30
7.2 PLANNING FORECASTS, BUDGETS, AND SCHEDULES ........................... 30
RECOMMENDATIONS ........................................................................................ 30
7.3 CONTROLLING MARKETING PLAN IMPLEMENTATION ............................ 31
RECOMMENDATIONS ........................................................................................ 31
8. CONCLUSION ..................................................................................................... 31
REFERENCES ........................................................................................................ 32
Varsity Cube 2024 +27 81 278 3372
Assignment 3 Semester 1 2025
Unique #:
Due Date: 14 May 2025
Detailed solutions, explanations, workings
and references.
+27 81 278 3372
, MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
TABLE OF CONTENTS
1. INTRODUCTION ................................................................................................... 4
2. RESEARCH AND ANALYSIS OF THE CURRENT SITUATION ........................... 4
2.1 INTERNAL ENVIRONMENT ............................................................................ 4
2.1.1 Mission ....................................................................................................... 5
2.1.2 Resources .................................................................................................. 5
2.1.3 Business Offering ....................................................................................... 7
RECOMMENDATIONS .......................................................................................... 7
2.2 EXTERNAL ENVIRONMENT ........................................................................... 8
2.2.1 Technological ............................................................................................. 8
2.2.2 Competitive ................................................................................................ 8
2.2.3 Political Factors .......................................................................................... 8
2.2.4 Economic Factors ....................................................................................... 9
RECOMMENDATIONS ........................................................................................ 10
2.3 SWOT ANALYSIS .......................................................................................... 11
2.3.1 Strengths .................................................................................................. 11
2.3.2 Weaknesses ............................................................................................. 11
2.3.3 Opportunities ............................................................................................ 12
2.3.4 Threats ..................................................................................................... 12
RECOMMENDATIONS ........................................................................................ 12
3. ANALYSIS OF MARKETS AND CUSTOMERS ................................................... 13
3.1 Analysis of Markets......................................................................................... 13
RECOMMENDATIONS ........................................................................................ 14
3.2 ANALYSIS OF CUSTOMERS ........................................................................ 15
RECOMMENDATIONS ........................................................................................ 16
4. SEGMENTATION, TARGETING, AND POSITIONING ....................................... 17
4.1 SEGMENTATION ........................................................................................... 17
4.1.1 Geographic Segmentation ........................................................................ 18
4.1.2 Demographic Segmentation ..................................................................... 18
4.1.3 Psychographic Segmentation ................................................................... 18
RECOMMENDATIONS ........................................................................................ 19
4.2 TARGETING ................................................................................................... 19
RECOMMENDATIONS ........................................................................................ 20
Varsity Cube 2024 +27 81 278 3372
, 4.3 POSITIONING ................................................................................................ 20
RECOMMENDATIONS ........................................................................................ 21
5. MARKETING PLAN DIRECTION, OBJECTIVES, AND MARKETING
SUPPORT................................................................................................................ 21
5.1 PLAN DIRECTION.......................................................................................... 22
RECOMMENDATIONS ........................................................................................ 22
5.2 SETTING MARKETING PLAN OBJECTIVES ................................................ 23
RECOMMENDATIONS ........................................................................................ 24
5.3 MARKETING SUPPORT ................................................................................ 24
RECOMMENDATIONS ........................................................................................ 25
6. MARKETING STRATEGIES AND PROGRAMS .................................................. 26
6.1 DEVELOPING A SERVICE AND BRAND STRATEGY .................................. 26
RECOMMENDATIONS ........................................................................................ 27
6.2 DEVELOPING A CHANNEL AND LOGISTICS STRATEGY .......................... 27
RECOMMENDATIONS ........................................................................................ 28
6.3 DEVELOPING A PRICING STRATEGY ......................................................... 28
RECOMMENDATIONS ........................................................................................ 29
6.4 DEVELOPING A MARKETING COMMUNICATIONS AND INFLUENCE
STRATEGY .......................................................................................................... 29
RECOMMENDATIONS ........................................................................................ 29
7. PLAN METRICS AND IMPLEMENTATION CONTROL ....................................... 30
7.1 PLANNING METRICS .................................................................................... 30
RECOMMENDATIONS ........................................................................................ 30
7.2 PLANNING FORECASTS, BUDGETS, AND SCHEDULES ........................... 30
RECOMMENDATIONS ........................................................................................ 30
7.3 CONTROLLING MARKETING PLAN IMPLEMENTATION ............................ 31
RECOMMENDATIONS ........................................................................................ 31
8. CONCLUSION ..................................................................................................... 31
REFERENCES ........................................................................................................ 32
Varsity Cube 2024 +27 81 278 3372
