MNM3701 Assignment 2
Semester 2 Memo
(COMPLETE ANSWERS) Due
15 September 2025
For assistance contact
Email:
, 1. INTRODUCTION
Overview of a Marketing Plan
A marketing plan is a strategic roadmap that outlines the advertising and promotional efforts an
SMME will undertake to reach its target market, generate leads, and achieve its business
objectives (Investopedia, n.d.). It serves as a guide for all marketing activities, ensuring that
efforts are focused and resources are used efficiently. For an SMME, a well-defined marketing
plan is a vital tool for competing with larger businesses, attracting customers, and driving
sustainable growth. It helps a small business to define its target audience, understand their needs
and motivations, and communicate a compelling value proposition.
Purpose of this Assessment
This assessment is designed to provide a structured approach to developing a marketing plan. By
detailing the processes of segmentation, targeting, and positioning, this document will serve as a
foundational guide for any SMME looking to build a data-driven and effective marketing
strategy.
2. SEGMENTATION, TARGETING AND POSITIONING
2.1 SEGMENTATION
2.1.1 What is Segmentation?
Market segmentation is the process of dividing a broad consumer or business market into
smaller, more manageable groups of customers with similar needs, characteristics, or behaviors
who might require separate products or marketing mixes (Kotler, P., & Keller, K. L., 2016).
2.1.2 Practical Discussion on Segmentation
The process of segmentation involves identifying distinct groups within the market and then
tailoring marketing efforts to meet their specific needs. An SMME, with its limited resources,
must segment its market to avoid a "one-size-fits-all" approach that would be costly and
ineffective. Here is how an SMME should segment its market for different customer types:
Individual Customers (B2C)
For a business-to-consumer (B2C) SMME, segmentation can be done using a combination of the
following criteria:
Geographic Segmentation: This is a fundamental starting point. An SMME should
segment its customers based on their physical location.
o Example: A local bakery SMME might segment its market by neighborhood or
postal code, focusing its marketing on those living within a 5-10 km radius to
encourage foot traffic.
Demographic Segmentation: This involves grouping customers by basic, observable
characteristics.
Semester 2 Memo
(COMPLETE ANSWERS) Due
15 September 2025
For assistance contact
Email:
, 1. INTRODUCTION
Overview of a Marketing Plan
A marketing plan is a strategic roadmap that outlines the advertising and promotional efforts an
SMME will undertake to reach its target market, generate leads, and achieve its business
objectives (Investopedia, n.d.). It serves as a guide for all marketing activities, ensuring that
efforts are focused and resources are used efficiently. For an SMME, a well-defined marketing
plan is a vital tool for competing with larger businesses, attracting customers, and driving
sustainable growth. It helps a small business to define its target audience, understand their needs
and motivations, and communicate a compelling value proposition.
Purpose of this Assessment
This assessment is designed to provide a structured approach to developing a marketing plan. By
detailing the processes of segmentation, targeting, and positioning, this document will serve as a
foundational guide for any SMME looking to build a data-driven and effective marketing
strategy.
2. SEGMENTATION, TARGETING AND POSITIONING
2.1 SEGMENTATION
2.1.1 What is Segmentation?
Market segmentation is the process of dividing a broad consumer or business market into
smaller, more manageable groups of customers with similar needs, characteristics, or behaviors
who might require separate products or marketing mixes (Kotler, P., & Keller, K. L., 2016).
2.1.2 Practical Discussion on Segmentation
The process of segmentation involves identifying distinct groups within the market and then
tailoring marketing efforts to meet their specific needs. An SMME, with its limited resources,
must segment its market to avoid a "one-size-fits-all" approach that would be costly and
ineffective. Here is how an SMME should segment its market for different customer types:
Individual Customers (B2C)
For a business-to-consumer (B2C) SMME, segmentation can be done using a combination of the
following criteria:
Geographic Segmentation: This is a fundamental starting point. An SMME should
segment its customers based on their physical location.
o Example: A local bakery SMME might segment its market by neighborhood or
postal code, focusing its marketing on those living within a 5-10 km radius to
encourage foot traffic.
Demographic Segmentation: This involves grouping customers by basic, observable
characteristics.
