MNM3701 Assignment 3
PORTFOLIO
(COMPLETE
ANSWERS) Semester 1
2025 - DUE 14 May 2025
For assistance contact
Email:
,Hypothetical SMME:
Name: "Jua Kali Creations"
Industry: Handicrafts and Souvenirs
Products: Locally handcrafted wooden carvings, beaded jewelry, woven baskets, and
fabric-based souvenirs, all with a distinct Kenyan cultural theme.
Target Market: Tourists (both international and domestic), expatriates living in Kenya,
and Kenyans looking for culturally significant gifts.
Current Marketing Activities (Hypothetical):
o Product: Focus on traditional designs and handmade quality. Packaging is basic
(plastic bags or simple paper wraps). Branding is inconsistent, mainly relying on
word-of-mouth and a simple handwritten sign at their physical stall.
o Channel & Logistics: Primarily sells directly to consumers from a market stall in
a tourist-frequented area. Limited storage space; inventory management is
informal. Transportation relies on personal transport or public means.
o Pricing: Uses a fixed pricing strategy based on perceived value and negotiation at
the stall. Limited awareness of competitor pricing.
o Promotion: Relies heavily on word-of-mouth and occasional interactions with
passersby at the market stall. No active online presence or formal advertising.
o Service: Basic customer interaction at the stall. No formal after-sales service.
o Internal Marketing: Informal communication within the small team involved in
production and sales.
Now, let's develop the marketing plan for Jua Kali Creations based on this hypothetical
information.
Final Portfolio: Marketing Plan for Jua Kali Creations
Executive Summary: Jua Kali Creations, a Kenyan SMME specializing in handcrafted
souvenirs, aims to expand its market reach and increase profitability by implementing a strategic
marketing plan. This plan focuses on enhancing its product and branding, optimizing its
distribution channels, refining its pricing strategy, developing a targeted marketing
communications approach, improving customer service, and fostering a customer-centric internal
environment. The plan will be implemented and evaluated using a range of marketing, financial,
and operational metrics, with regular monitoring and adjustments to ensure success.
Table of Contents:
(Steps 1-4 - Summarized based on the hypothetical SMME)
, 1.0 Introduction: Jua Kali Creations is a Kenyan SMME producing and selling
handcrafted souvenirs with a focus on local culture. This marketing plan outlines
strategies to enhance its market presence and drive growth.
2.0 Situation Analysis:
o 2.1 Macro-Environmental Analysis:
Political: Stable political environment in Kenya, government support for
SMEs and tourism.
Economic: Growing tourism sector, increasing disposable income of the
domestic middle class.
Social: Strong appreciation for Kenyan culture and handicrafts among
tourists and locals. Growing interest in unique, handmade items.
Technological: Increasing internet penetration and mobile phone usage,
creating opportunities for online sales and marketing.
Legal: Regulations related to small businesses and tourism.
Environmental: Potential for promoting eco-friendly and sustainable
products.
o 2.2 Micro-Environmental Analysis:
Threat of New Entrants: Moderate, as handicraft production requires
some skill and cultural understanding, but low barriers to entry at the
market stall level.
Bargaining Power of Suppliers: Low, as raw materials (wood, beads,
fabric) are generally locally sourced and readily available.
Bargaining Power of Buyers: Moderate to high, especially at the market
stall where negotiation is common and many similar products are
available.
Threat of Substitute Products or Services: Moderate, including mass-
produced souvenirs, imported goods, and alternative tourist experiences.
Intensity of Rivalry Among Existing Competitors: High at the market
stall level, with numerous vendors offering similar products.
o 2.3 Internal Environment Analysis:
Resources: Skilled artisans, basic market stall infrastructure, limited
financial resources for extensive marketing.
Capabilities: Strong craftsmanship, understanding of local cultural
aesthetics, direct customer interaction at the stall.
PORTFOLIO
(COMPLETE
ANSWERS) Semester 1
2025 - DUE 14 May 2025
For assistance contact
Email:
,Hypothetical SMME:
Name: "Jua Kali Creations"
Industry: Handicrafts and Souvenirs
Products: Locally handcrafted wooden carvings, beaded jewelry, woven baskets, and
fabric-based souvenirs, all with a distinct Kenyan cultural theme.
Target Market: Tourists (both international and domestic), expatriates living in Kenya,
and Kenyans looking for culturally significant gifts.
Current Marketing Activities (Hypothetical):
o Product: Focus on traditional designs and handmade quality. Packaging is basic
(plastic bags or simple paper wraps). Branding is inconsistent, mainly relying on
word-of-mouth and a simple handwritten sign at their physical stall.
o Channel & Logistics: Primarily sells directly to consumers from a market stall in
a tourist-frequented area. Limited storage space; inventory management is
informal. Transportation relies on personal transport or public means.
o Pricing: Uses a fixed pricing strategy based on perceived value and negotiation at
the stall. Limited awareness of competitor pricing.
o Promotion: Relies heavily on word-of-mouth and occasional interactions with
passersby at the market stall. No active online presence or formal advertising.
o Service: Basic customer interaction at the stall. No formal after-sales service.
o Internal Marketing: Informal communication within the small team involved in
production and sales.
Now, let's develop the marketing plan for Jua Kali Creations based on this hypothetical
information.
Final Portfolio: Marketing Plan for Jua Kali Creations
Executive Summary: Jua Kali Creations, a Kenyan SMME specializing in handcrafted
souvenirs, aims to expand its market reach and increase profitability by implementing a strategic
marketing plan. This plan focuses on enhancing its product and branding, optimizing its
distribution channels, refining its pricing strategy, developing a targeted marketing
communications approach, improving customer service, and fostering a customer-centric internal
environment. The plan will be implemented and evaluated using a range of marketing, financial,
and operational metrics, with regular monitoring and adjustments to ensure success.
Table of Contents:
(Steps 1-4 - Summarized based on the hypothetical SMME)
, 1.0 Introduction: Jua Kali Creations is a Kenyan SMME producing and selling
handcrafted souvenirs with a focus on local culture. This marketing plan outlines
strategies to enhance its market presence and drive growth.
2.0 Situation Analysis:
o 2.1 Macro-Environmental Analysis:
Political: Stable political environment in Kenya, government support for
SMEs and tourism.
Economic: Growing tourism sector, increasing disposable income of the
domestic middle class.
Social: Strong appreciation for Kenyan culture and handicrafts among
tourists and locals. Growing interest in unique, handmade items.
Technological: Increasing internet penetration and mobile phone usage,
creating opportunities for online sales and marketing.
Legal: Regulations related to small businesses and tourism.
Environmental: Potential for promoting eco-friendly and sustainable
products.
o 2.2 Micro-Environmental Analysis:
Threat of New Entrants: Moderate, as handicraft production requires
some skill and cultural understanding, but low barriers to entry at the
market stall level.
Bargaining Power of Suppliers: Low, as raw materials (wood, beads,
fabric) are generally locally sourced and readily available.
Bargaining Power of Buyers: Moderate to high, especially at the market
stall where negotiation is common and many similar products are
available.
Threat of Substitute Products or Services: Moderate, including mass-
produced souvenirs, imported goods, and alternative tourist experiences.
Intensity of Rivalry Among Existing Competitors: High at the market
stall level, with numerous vendors offering similar products.
o 2.3 Internal Environment Analysis:
Resources: Skilled artisans, basic market stall infrastructure, limited
financial resources for extensive marketing.
Capabilities: Strong craftsmanship, understanding of local cultural
aesthetics, direct customer interaction at the stall.
