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MNM2615 Assignment 1 Semester 1 2026 (Answer Guide) - DUE
March 2026
VERIFIED AND CERTIFIED ANSWERS. WRITTEN IN REQUIRED FORMAT AND WITHIN
GIVEN GUIDELINES. IT IS GOOD TO USE AS A GUIDE AND FOR REFERENCE, NEVER
PLAGARIZE. Thank you and success in your academics.
UNISA, 2026
Contents
QUESTION 1 .............................................................................................................................................. 2
1. Background of the Chosen SME/SMME .................................................................................... 2
QUESTION 2 .............................................................................................................................................. 3
2(a) Technological Progress in Africa (Theoretical Discussion)............................................. 3
2(b) Practical Application: How Nairobi Fresh Mart Can Infuse Technological Progress
into the Business ................................................................................................................................. 5
QUESTION 3 .............................................................................................................................................. 6
3(a) Population Implications Relating to the Marketing Structure (Theoretical
Discussion) ............................................................................................................................................ 6
3(b) Practical Application: How Population Implications Influence the Marketing
Structure of Nairobi Fresh Mart........................................................................................................ 8
QUESTION 4 .............................................................................................................................................. 9
4(a) Marketing Implications Relating to Growth in Mobile and Internet Access
(Theoretical Discussion) .................................................................................................................... 9
4(b) Practical Application: How Nairobi Fresh Mart Can Capitalise on Growth in Mobile
and Internet Access........................................................................................................................... 10
LIST OF SOURCES ................................................................................................................................ 12
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QUESTION 1
1. Background of the Chosen SME/SMME
For the purpose of this assignment, the selected SME is Nairobi Fresh Mart (Pty) Ltd,
a small independently owned retail grocery store operating in a residential area of
Nairobi. The business was established in 2021 by Mr Stephen Musyoka with the
primary objective of providing affordable and convenient access to fresh produce,
household groceries, and basic consumer goods to the surrounding community. The
store operates as a sole proprietorship and currently employs four full-time staff
members and two part-time assistants.
Nairobi Fresh Mart began as a small neighbourhood kiosk but expanded its operations
due to increasing demand from local residents. The business now occupies a rented
retail space located near a busy taxi rank, which allows it to attract both walk-in
customers and commuters. The store sources its fresh produce directly from local
farmers in peri-urban areas, while packaged goods are obtained from wholesalers
within the city. This supply structure enables the business to maintain competitive
pricing while ensuring product availability.
The primary target market consists of middle- and lower-income households living
within a five-kilometre radius of the store. Most customers prefer purchasing in small
quantities due to income constraints, which aligns with the SME’s strategy of offering
smaller, affordable packaging sizes. The business operates six days a week and relies
heavily on personal selling, word-of-mouth promotion, and visible storefront displays to
attract customers.
From a marketing perspective, Nairobi Fresh Mart functions within the broader African
SME landscape, where small businesses play a critical role in employment creation and
economic development. SMEs are widely recognised as engines of growth in
developing economies, contributing significantly to GDP and community livelihoods
(Cant, Strydom & Jooste, 2022). In line with this, Nairobi Fresh Mart not only generates
MNM2615 Assignment 1 Semester 1 2026 (Answer Guide) - DUE
March 2026
VERIFIED AND CERTIFIED ANSWERS. WRITTEN IN REQUIRED FORMAT AND WITHIN
GIVEN GUIDELINES. IT IS GOOD TO USE AS A GUIDE AND FOR REFERENCE, NEVER
PLAGARIZE. Thank you and success in your academics.
UNISA, 2026
Contents
QUESTION 1 .............................................................................................................................................. 2
1. Background of the Chosen SME/SMME .................................................................................... 2
QUESTION 2 .............................................................................................................................................. 3
2(a) Technological Progress in Africa (Theoretical Discussion)............................................. 3
2(b) Practical Application: How Nairobi Fresh Mart Can Infuse Technological Progress
into the Business ................................................................................................................................. 5
QUESTION 3 .............................................................................................................................................. 6
3(a) Population Implications Relating to the Marketing Structure (Theoretical
Discussion) ............................................................................................................................................ 6
3(b) Practical Application: How Population Implications Influence the Marketing
Structure of Nairobi Fresh Mart........................................................................................................ 8
QUESTION 4 .............................................................................................................................................. 9
4(a) Marketing Implications Relating to Growth in Mobile and Internet Access
(Theoretical Discussion) .................................................................................................................... 9
4(b) Practical Application: How Nairobi Fresh Mart Can Capitalise on Growth in Mobile
and Internet Access........................................................................................................................... 10
LIST OF SOURCES ................................................................................................................................ 12
, 2|Page
QUESTION 1
1. Background of the Chosen SME/SMME
For the purpose of this assignment, the selected SME is Nairobi Fresh Mart (Pty) Ltd,
a small independently owned retail grocery store operating in a residential area of
Nairobi. The business was established in 2021 by Mr Stephen Musyoka with the
primary objective of providing affordable and convenient access to fresh produce,
household groceries, and basic consumer goods to the surrounding community. The
store operates as a sole proprietorship and currently employs four full-time staff
members and two part-time assistants.
Nairobi Fresh Mart began as a small neighbourhood kiosk but expanded its operations
due to increasing demand from local residents. The business now occupies a rented
retail space located near a busy taxi rank, which allows it to attract both walk-in
customers and commuters. The store sources its fresh produce directly from local
farmers in peri-urban areas, while packaged goods are obtained from wholesalers
within the city. This supply structure enables the business to maintain competitive
pricing while ensuring product availability.
The primary target market consists of middle- and lower-income households living
within a five-kilometre radius of the store. Most customers prefer purchasing in small
quantities due to income constraints, which aligns with the SME’s strategy of offering
smaller, affordable packaging sizes. The business operates six days a week and relies
heavily on personal selling, word-of-mouth promotion, and visible storefront displays to
attract customers.
From a marketing perspective, Nairobi Fresh Mart functions within the broader African
SME landscape, where small businesses play a critical role in employment creation and
economic development. SMEs are widely recognised as engines of growth in
developing economies, contributing significantly to GDP and community livelihoods
(Cant, Strydom & Jooste, 2022). In line with this, Nairobi Fresh Mart not only generates
