- MNM2615 MARKETING IN AFRICA –
ASSIGNMENT 03
PORTFOLIO
Marketing expansion plan for Luthando Trading
by
Hendrik Marais 60622482
Date of submission:
2019-06-04
, MNM2615 MARKETING IN AFRICA – Assignment 3
DECLARATION BY STATEMENT
I Hendrik Frederick Marais (name & surname), student number
60622482 understand the consequences of plagiarism & collusion and
hereby declare that the work submitted for this report for MNM2615 is my own work.
Page 2
, MNM2615 MARKETING IN AFRICA – Assignment 3
Table of Contents
1. INTRODUCTION ............................................................................................... 4
2. DEFINING THE PROBLEM, CHALLENGE AND/OR OPPORTUNITY FOR
LUTHANDO TRADING ...................................................................................... 4
2.1 CHALLENGES ............................................................................................. 4
2.2 OPPORTUNITIES - OVERCOMING THE CHALLENGES........................... 5
3. POPULATION OF AFRICA................................................................................ 6
4. CHARACTERISTICS OF THE AFRICAN CONSUMER .................................... 8
4.1 BUYING PROCESS OF THE CONSUMER ............................................... 10
5. THE IMPACT OF GLOBALISATION ON CONSUMER BEHAVIOUR ............. 11
6. DOING BUSINESS IN AFRICA ....................................................................... 12
7. BRANDING IN SMMES ................................................................................... 13
8. IMPACT OF CULTURE ON MARKETING ....................................................... 14
9. CHALLENGES OF SMMES IN TOWNSHIP ECONOMIES ............................. 15
10. DEMOGRAPHICS PROFILE OF CONSUMERS ............................................. 16
11. LOCAL MARKET EXPANSION STRATEGIES ................................................ 16
11.1 LUTHANDO MARKET PENETRATION - EXISTING PRODUCTS
SALES ....................................................................................................... 18
11.2 LUTHANDO - SELL NEW PRODUCTS ..................................................... 19
12. MARKET SEGMENTATION ............................................................................ 19
13. DISTRIBUTION ............................................................................................... 21
14. PROMOTION, PRODUCT AND BRANDING ................................................... 22
14.1 BRANDING ................................................................................................ 22
14.2 PROMOTIONAL MARKETING .................................................................. 23
14.3 PROMOTIONAL MARKETING PLAN FOR LUTHANDO ........................... 23
14.4 DIGITAL ..................................................................................................... 25
15. SUMMARY OF THE SUGGESTIONS AND RECOMMENDATIONS TO
LUTHANDO LTD. ............................................................................................ 25
16. CONCLUSION ................................................................................................. 28
17. 28
18. REFERENCES ................................................................................................ 28
Page 3
ASSIGNMENT 03
PORTFOLIO
Marketing expansion plan for Luthando Trading
by
Hendrik Marais 60622482
Date of submission:
2019-06-04
, MNM2615 MARKETING IN AFRICA – Assignment 3
DECLARATION BY STATEMENT
I Hendrik Frederick Marais (name & surname), student number
60622482 understand the consequences of plagiarism & collusion and
hereby declare that the work submitted for this report for MNM2615 is my own work.
Page 2
, MNM2615 MARKETING IN AFRICA – Assignment 3
Table of Contents
1. INTRODUCTION ............................................................................................... 4
2. DEFINING THE PROBLEM, CHALLENGE AND/OR OPPORTUNITY FOR
LUTHANDO TRADING ...................................................................................... 4
2.1 CHALLENGES ............................................................................................. 4
2.2 OPPORTUNITIES - OVERCOMING THE CHALLENGES........................... 5
3. POPULATION OF AFRICA................................................................................ 6
4. CHARACTERISTICS OF THE AFRICAN CONSUMER .................................... 8
4.1 BUYING PROCESS OF THE CONSUMER ............................................... 10
5. THE IMPACT OF GLOBALISATION ON CONSUMER BEHAVIOUR ............. 11
6. DOING BUSINESS IN AFRICA ....................................................................... 12
7. BRANDING IN SMMES ................................................................................... 13
8. IMPACT OF CULTURE ON MARKETING ....................................................... 14
9. CHALLENGES OF SMMES IN TOWNSHIP ECONOMIES ............................. 15
10. DEMOGRAPHICS PROFILE OF CONSUMERS ............................................. 16
11. LOCAL MARKET EXPANSION STRATEGIES ................................................ 16
11.1 LUTHANDO MARKET PENETRATION - EXISTING PRODUCTS
SALES ....................................................................................................... 18
11.2 LUTHANDO - SELL NEW PRODUCTS ..................................................... 19
12. MARKET SEGMENTATION ............................................................................ 19
13. DISTRIBUTION ............................................................................................... 21
14. PROMOTION, PRODUCT AND BRANDING ................................................... 22
14.1 BRANDING ................................................................................................ 22
14.2 PROMOTIONAL MARKETING .................................................................. 23
14.3 PROMOTIONAL MARKETING PLAN FOR LUTHANDO ........................... 23
14.4 DIGITAL ..................................................................................................... 25
15. SUMMARY OF THE SUGGESTIONS AND RECOMMENDATIONS TO
LUTHANDO LTD. ............................................................................................ 25
16. CONCLUSION ................................................................................................. 28
17. 28
18. REFERENCES ................................................................................................ 28
Page 3
