, In this assignment, your task as marketing manager of the SMME is as follows: 1
Step 3 – Plan segmentation, targeting and positioning. Start by discussing these
components theoretically and then apply them practically to the SMME. Advise
how the SMME can segment the market and which segments it should focus on.
Explain how the company can position itself in the market to attain a competitive
advantage. Remember to motivate your suggestions. Note to students: For this
section, your discussions should include brief theory and detailed practical
discussion of what the SME is current doing on the following: • Segmentation
(any that is applicable to the market served) o Individual customers (geographic,
demographic, psychographic, behavioural) o Business customers (demographic,
operating, purchasing approaches, situational factors, personal characteristics) •
Targeting (substantiate one) o Undifferentiated o Concentrated o
Multisegmented • Positioning (substantiate the selected one(s)) o Attribute o
Benefit o Application o User o Competitor o Product category o Quality o Price
etc Downloaded by Corona Virus () lOMoARcPSD| MNM3701/102/3/2024 9 You
also need to make recommendations to the SMME provided for each section. 2
Step 4 – Plan direction, objectives and marketing support. Explain these concepts
theoretically and apply them to the SMME in practical terms by determining the
overall direction for the marketing plan, consistent with the SMME's current
situation and customer segments selected. Formulate objectives for the SMME
and indicate how customer service and internal marketing support the company's
marketing-mix decisions. Note to students: For this section, your discussions
should include brief theory and detailed practical discussion of what the SME is
current doing on the following: • Plan direction (substantiate one) o
Diversification o Market development o Product development o Market
penetration • SMART objectives (set for each type) o Marketing o Financial o
Social • Marketing support o Customer service o Internal marketing support for
employees You also need to make recommendations to the SMME provided for
each section. This is a practical assignment, so do not simply present the theory;
apply and relate it in practical terms to the SMME provided. Please refer to the
marking rubric to ensure that you provide the correct amount of theory and
practical discussion. Only minimal theory is required. The bulk of the assessment
should be practical.
Step 3 – Plan segmentation, targeting and positioning. Start by discussing these
components theoretically and then apply them practically to the SMME. Advise
how the SMME can segment the market and which segments it should focus on.
Explain how the company can position itself in the market to attain a competitive
advantage. Remember to motivate your suggestions. Note to students: For this
section, your discussions should include brief theory and detailed practical
discussion of what the SME is current doing on the following: • Segmentation
(any that is applicable to the market served) o Individual customers (geographic,
demographic, psychographic, behavioural) o Business customers (demographic,
operating, purchasing approaches, situational factors, personal characteristics) •
Targeting (substantiate one) o Undifferentiated o Concentrated o
Multisegmented • Positioning (substantiate the selected one(s)) o Attribute o
Benefit o Application o User o Competitor o Product category o Quality o Price
etc Downloaded by Corona Virus () lOMoARcPSD| MNM3701/102/3/2024 9 You
also need to make recommendations to the SMME provided for each section. 2
Step 4 – Plan direction, objectives and marketing support. Explain these concepts
theoretically and apply them to the SMME in practical terms by determining the
overall direction for the marketing plan, consistent with the SMME's current
situation and customer segments selected. Formulate objectives for the SMME
and indicate how customer service and internal marketing support the company's
marketing-mix decisions. Note to students: For this section, your discussions
should include brief theory and detailed practical discussion of what the SME is
current doing on the following: • Plan direction (substantiate one) o
Diversification o Market development o Product development o Market
penetration • SMART objectives (set for each type) o Marketing o Financial o
Social • Marketing support o Customer service o Internal marketing support for
employees You also need to make recommendations to the SMME provided for
each section. This is a practical assignment, so do not simply present the theory;
apply and relate it in practical terms to the SMME provided. Please refer to the
marking rubric to ensure that you provide the correct amount of theory and
practical discussion. Only minimal theory is required. The bulk of the assessment
should be practical.
