,In this final portfolio, your task as marketing manager of the
SMME provided is to: 1 Step 5 – Develop marketing strategies and
programmes. Discuss these concepts theoretically and formulate
marketing strategies and programmes that you propose the
SMME should follow. These strategies should be based on the
marketing mix: product, price, place, promotion, service and
internal marketing. 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: •
Product or service and branding strategy o Product (quality,
design, packaging and labelling) and/or service offering o
Features provided o Benefits provided o Branding used • Channel
and logistics strategy o Value chain (flow of products) o Channel
strategy (any that is applicable: direct to consumer or
intermediaries used, Intensive, selective or exclusive etc) o
Logistics (storage, inventory, fulfilment, transportation) • Pricing
strategy o Pricing strategy used (any that is applicable: fixed,
dynamic, negotiated, allowances, bundling, segment pricing etc.)
o External factors that influence pricing decisions (any that is
applicable: customers, competitors, channel members, legal
regulatory, ethical concerns etc.) Before answering the question,
ensure that you: • Work through units 1 to 10 in the study guide. •
Conduct additional research on the required topics. Downloaded
by Corona Virus () lOMoARcPSD| MNM3701/102/3/2024 11 o
Internal factors that influence pricing decisions (any that is
applicable: costs and breakeven, targeting and positioning
strategy, product strategy etc) • Marketing communications and
influence strategy o Tools (substantiate selected one(s):
, advertising, sales promotion, public relations, direct marketing,
personal selling, social media). You also need to make
recommendations to the SMME provided for each section. 2 Step
6 – Plan metrics and implementation control. Discuss these
concepts theoretically and indicate how the plan will be
implemented and evaluated. Specify metrics for performance
measurement. Advise which metrics and implementation control
systems the SMME should use. 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: •
Planning metrics o Marketing o Financial o Societal • Planning
forecasts (any that is applicable ones) o Market and segment sales
o Company product sales o Costs of sales o Sales and costs by
channel • Budgets (any that is applicable ones) o Percentage of
sales o Competitive o Objective and tasks • Schedules •
Controlling o Types of control (any that is applicable: profitability,
productivity, and strategic control) o Applying control measures o
Contingency plan You also need to make recommendations to the
SMME provided for each section. Remember that this is a practical
portfolio, so your discussion must include an analysis,
recommendations and a concise conclusion regarding the actions
undertaken in developing these steps of a marketing plan. 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. This final
portfolio must include the entire plan; in other words, all the steps
in the marketing planning process. You need to add the steps
SMME provided is to: 1 Step 5 – Develop marketing strategies and
programmes. Discuss these concepts theoretically and formulate
marketing strategies and programmes that you propose the
SMME should follow. These strategies should be based on the
marketing mix: product, price, place, promotion, service and
internal marketing. 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: •
Product or service and branding strategy o Product (quality,
design, packaging and labelling) and/or service offering o
Features provided o Benefits provided o Branding used • Channel
and logistics strategy o Value chain (flow of products) o Channel
strategy (any that is applicable: direct to consumer or
intermediaries used, Intensive, selective or exclusive etc) o
Logistics (storage, inventory, fulfilment, transportation) • Pricing
strategy o Pricing strategy used (any that is applicable: fixed,
dynamic, negotiated, allowances, bundling, segment pricing etc.)
o External factors that influence pricing decisions (any that is
applicable: customers, competitors, channel members, legal
regulatory, ethical concerns etc.) Before answering the question,
ensure that you: • Work through units 1 to 10 in the study guide. •
Conduct additional research on the required topics. Downloaded
by Corona Virus () lOMoARcPSD| MNM3701/102/3/2024 11 o
Internal factors that influence pricing decisions (any that is
applicable: costs and breakeven, targeting and positioning
strategy, product strategy etc) • Marketing communications and
influence strategy o Tools (substantiate selected one(s):
, advertising, sales promotion, public relations, direct marketing,
personal selling, social media). You also need to make
recommendations to the SMME provided for each section. 2 Step
6 – Plan metrics and implementation control. Discuss these
concepts theoretically and indicate how the plan will be
implemented and evaluated. Specify metrics for performance
measurement. Advise which metrics and implementation control
systems the SMME should use. 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: •
Planning metrics o Marketing o Financial o Societal • Planning
forecasts (any that is applicable ones) o Market and segment sales
o Company product sales o Costs of sales o Sales and costs by
channel • Budgets (any that is applicable ones) o Percentage of
sales o Competitive o Objective and tasks • Schedules •
Controlling o Types of control (any that is applicable: profitability,
productivity, and strategic control) o Applying control measures o
Contingency plan You also need to make recommendations to the
SMME provided for each section. Remember that this is a practical
portfolio, so your discussion must include an analysis,
recommendations and a concise conclusion regarding the actions
undertaken in developing these steps of a marketing plan. 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. This final
portfolio must include the entire plan; in other words, all the steps
in the marketing planning process. You need to add the steps
