MNM3701 Assignment 3 PORTFOLIO
(DETAILED ANSWERS) Semester 1 2025 - DUE
14 May 2025
www.stuvia.com
,MNM3701 Assignment 3 Semester 1 2025 - DUE 14 May 2025
QUESTION
In Assignment 01, you analysed the current situation, markets,
and customers (steps 1 and 2 of the marketing plan), and in
Assignment 02 you worked on segmentation, targeting,
positioning, direction, objectives, and marketing support (steps 3
and 4 of the marketing plan). In this final portfolio, your task as
marketing manager of the SMME 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
currently 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: • Read and work through the correct case study for the
semester. • Work through units 1 to 10 in the study guide. •
Conduct additional research on the required topics.
In this final portfolio, I will focus on developing marketing
strategies and programmes for a Small, Medium, and Micro
Enterprise (SMME), applying the knowledge gained through
previous assignments and theoretical frameworks. The task
involves discussing marketing strategies based on the marketing
mix, which includes product, price, place, promotion, service,
and internal marketing. To do this, I will delve into the various
elements of the marketing mix, evaluate the current strategies
the SME may be using, and propose improvements where
applicable.
Step 5 – Develop Marketing Strategies and Programmes
1. Product or Service and Branding Strategy
The product or service strategy revolves around ensuring that
the offerings meet the needs of the target customers while
differentiating them from competitors. The following elements
will be crucial in the development of the product or service and
branding strategy:
Product (Quality, Design, Packaging, and Labeling):
o Quality: The quality of the product is fundamental.
For the SMME, ensuring that the product or service is
of high quality can significantly build trust and
customer loyalty. The SME should focus on
(DETAILED ANSWERS) Semester 1 2025 - DUE
14 May 2025
www.stuvia.com
,MNM3701 Assignment 3 Semester 1 2025 - DUE 14 May 2025
QUESTION
In Assignment 01, you analysed the current situation, markets,
and customers (steps 1 and 2 of the marketing plan), and in
Assignment 02 you worked on segmentation, targeting,
positioning, direction, objectives, and marketing support (steps 3
and 4 of the marketing plan). In this final portfolio, your task as
marketing manager of the SMME 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
currently 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: • Read and work through the correct case study for the
semester. • Work through units 1 to 10 in the study guide. •
Conduct additional research on the required topics.
In this final portfolio, I will focus on developing marketing
strategies and programmes for a Small, Medium, and Micro
Enterprise (SMME), applying the knowledge gained through
previous assignments and theoretical frameworks. The task
involves discussing marketing strategies based on the marketing
mix, which includes product, price, place, promotion, service,
and internal marketing. To do this, I will delve into the various
elements of the marketing mix, evaluate the current strategies
the SME may be using, and propose improvements where
applicable.
Step 5 – Develop Marketing Strategies and Programmes
1. Product or Service and Branding Strategy
The product or service strategy revolves around ensuring that
the offerings meet the needs of the target customers while
differentiating them from competitors. The following elements
will be crucial in the development of the product or service and
branding strategy:
Product (Quality, Design, Packaging, and Labeling):
o Quality: The quality of the product is fundamental.
For the SMME, ensuring that the product or service is
of high quality can significantly build trust and
customer loyalty. The SME should focus on
