MNG4801
ASSIGNMENT 2 SEMESTER 2 2025
UNIQUE NO.
DUE DATE: 2025
, 2. Introduction
This assignment examines Yuppiechef’s evolution from an online-only retailer (“clicks”)
to an omnichannel model including physical stores (“bricks”). It covers (1) macro-
environmental factors influencing this strategic move, (2) internal strengths and
capabilities, (3) competitive business-level strategy using Porter’s model, and (4)
reflective insights. Academic rigor is maintained with proper Harvard-style in-text
referencing.
3. Question 2 – Macro-environmental Factors
Economic & Market Dynamics
As of 2017, roughly 98% of South African retail occurred in physical stores, with only
2% online. Yuppiechef entered the physical retail space to tap into this dominant
channel and reach more customers (Puterman, 2019)¹.
Sociocultural Trends
South African consumers often treat malls as leisure destinations, preferring to touch
and feel products before purchase. Offering a physical retail experience aligned with
these cultural shopping habits (Puterman, 2019)¹.
Technological Integration
Yuppiechef developed a custom omnichannel point-of-sale system that integrated real-
time inventory, online-offline coordination, and mobile checkout to deliver seamless
customer experiences (Reyneke & Barnardo, 2019)².
Competitive Pressure
As traditional retailers enhanced their online capabilities, Yuppiechef needed
differentiation. Expanding into physical locations provided a strategic edge beyond price
competition in e-commerce (Financial Mail via Supermarket & Retailer, 2017)³.
ASSIGNMENT 2 SEMESTER 2 2025
UNIQUE NO.
DUE DATE: 2025
, 2. Introduction
This assignment examines Yuppiechef’s evolution from an online-only retailer (“clicks”)
to an omnichannel model including physical stores (“bricks”). It covers (1) macro-
environmental factors influencing this strategic move, (2) internal strengths and
capabilities, (3) competitive business-level strategy using Porter’s model, and (4)
reflective insights. Academic rigor is maintained with proper Harvard-style in-text
referencing.
3. Question 2 – Macro-environmental Factors
Economic & Market Dynamics
As of 2017, roughly 98% of South African retail occurred in physical stores, with only
2% online. Yuppiechef entered the physical retail space to tap into this dominant
channel and reach more customers (Puterman, 2019)¹.
Sociocultural Trends
South African consumers often treat malls as leisure destinations, preferring to touch
and feel products before purchase. Offering a physical retail experience aligned with
these cultural shopping habits (Puterman, 2019)¹.
Technological Integration
Yuppiechef developed a custom omnichannel point-of-sale system that integrated real-
time inventory, online-offline coordination, and mobile checkout to deliver seamless
customer experiences (Reyneke & Barnardo, 2019)².
Competitive Pressure
As traditional retailers enhanced their online capabilities, Yuppiechef needed
differentiation. Expanding into physical locations provided a strategic edge beyond price
competition in e-commerce (Financial Mail via Supermarket & Retailer, 2017)³.
