MNM3701
Assignment 3 Semester 1 2025
Unique Number:
Due Date: 14 May 2025
TABLE OF CONTENTS
1. INTRODUCTION ................................................................................................... 4
2. RESEARCH AND ANALYSIS OF THE CURRENT SITUATION ........................... 4
2.1 INTERNAL ENVIRONMENT............................................................................. 4
2.1.1 Mission ....................................................................................................... 5
2.1.2 Resources .................................................................................................. 5
2.1.3 Business Offering ....................................................................................... 7
RECOMMENDATIONS .......................................................................................... 7
2.2 EXTERNAL ENVIRONMENT ........................................................................... 8
2.2.1 Technological ............................................................................................. 8
2.2.2 Competitive................................................................................................. 8
2.2.3 Political Factors .......................................................................................... 8
2.2.4 Economic Factors ....................................................................................... 9
RECOMMENDATIONS ........................................................................................ 10
2.3 SWOT ANALYSIS .......................................................................................... 11
DISCLAIMER & TERMS OF USE
Educational Aid: These study notes are intended to be used as educational resources and should not be seen as a
replacement for individual research, critical analysis, or professional consultation. Students are encouraged to perform
their own research and seek advice from their instructors or academic advisors for specific assignment guidelines.
Personal Responsibility: While every effort has been made to ensure the accuracy and reliability of the information in
these study notes, the seller does not guarantee the completeness or correctness of all content. The buyer is
responsible for verifying the accuracy of the information and exercising their own judgment when applying it to their
assignments.
Academic Integrity: It is essential for students to maintain academic integrity and follow their institution's policies
regarding plagiarism, citation, and referencing. These study notes should be used as learning tools and sources of
inspiration. Any direct reproduction of the content without proper citation and acknowledgment may be considered
academic misconduct.
Limited Liability: The seller shall not be liable for any direct or indirect damages, losses, or consequences arising from
the use of these notes. This includes, but is not limited to, poor academic performance, penalties, or any other negative
consequences resulting from the application or misuse of the information provided.
, For additional support +27 81 278 3372
MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
TABLE OF CONTENTS
1. INTRODUCTION .................................................................................................... 4
2. RESEARCH AND ANALYSIS OF THE CURRENT SITUATION ............................ 4
2.1 INTERNAL ENVIRONMENT ............................................................................. 4
2.1.1 Mission........................................................................................................ 5
2.1.2 Resources................................................................................................... 5
2.1.3 Business Offering ....................................................................................... 7
RECOMMENDATIONS ........................................................................................... 7
2.2 EXTERNAL ENVIRONMENT ............................................................................ 8
2.2.1 Technological.............................................................................................. 8
2.2.2 Competitive ................................................................................................. 8
2.2.3 Political Factors .......................................................................................... 8
2.2.4 Economic Factors ....................................................................................... 9
RECOMMENDATIONS ......................................................................................... 10
2.3 SWOT ANALYSIS ........................................................................................... 11
2.3.1 Strengths .................................................................................................. 11
2.3.2 Weaknesses ............................................................................................. 11
2.3.3 Opportunities ............................................................................................ 12
2.3.4 Threats...................................................................................................... 12
RECOMMENDATIONS ......................................................................................... 12
3. ANALYSIS OF MARKETS AND CUSTOMERS ................................................... 13
3.1 Analysis of Markets ......................................................................................... 13
RECOMMENDATIONS ......................................................................................... 14
3.2 ANALYSIS OF CUSTOMERS......................................................................... 15
RECOMMENDATIONS ......................................................................................... 16
4. SEGMENTATION, TARGETING, AND POSITIONING ........................................ 17
4.1 SEGMENTATION ........................................................................................... 17
4.1.1 Geographic Segmentation ........................................................................ 18
4.1.2 Demographic Segmentation ..................................................................... 18
4.1.3 Psychographic Segmentation ................................................................... 19
RECOMMENDATIONS ......................................................................................... 19
4.2 TARGETING ................................................................................................... 20
RECOMMENDATIONS ......................................................................................... 20
, For additional support +27 81 278 3372
4.3 POSITIONING ................................................................................................ 21
RECOMMENDATIONS ......................................................................................... 22
5. MARKETING PLAN DIRECTION, OBJECTIVES, AND MARKETING SUPPORT
................................................................................................................................. 22
5.1 PLAN DIRECTION .......................................................................................... 22
RECOMMENDATIONS ......................................................................................... 23
5.2 SETTING MARKETING PLAN OBJECTIVES................................................. 24
RECOMMENDATIONS ......................................................................................... 25
5.3 MARKETING SUPPORT ................................................................................ 25
RECOMMENDATIONS ......................................................................................... 26
6. MARKETING STRATEGIES AND PROGRAMS .................................................. 27
6.1 DEVELOPING A SERVICE AND BRAND STRATEGY .................................. 27
RECOMMENDATIONS ......................................................................................... 28
6.2 DEVELOPING A CHANNEL AND LOGISTICS STRATEGY .......................... 28
RECOMMENDATIONS ......................................................................................... 28
6.3 DEVELOPING A PRICING STRATEGY ......................................................... 29
RECOMMENDATIONS ......................................................................................... 29
6.4 DEVELOPING A MARKETING COMMUNICATIONS AND INFLUENCE
STRATEGY........................................................................................................... 29
RECOMMENDATIONS ......................................................................................... 30
7. PLAN METRICS AND IMPLEMENTATION CONTROL ....................................... 30
7.1 PLANNING METRICS..................................................................................... 30
RECOMMENDATIONS ......................................................................................... 30
7.2 PLANNING FORECASTS, BUDGETS, AND SCHEDULES ........................... 31
RECOMMENDATIONS ......................................................................................... 31
7.3 CONTROLLING MARKETING PLAN IMPLEMENTATION ............................. 31
RECOMMENDATIONS ......................................................................................... 32
8. CONCLUSION ..................................................................................................... 32
REFERENCES ......................................................................................................... 32
Assignment 3 Semester 1 2025
Unique Number:
Due Date: 14 May 2025
TABLE OF CONTENTS
1. INTRODUCTION ................................................................................................... 4
2. RESEARCH AND ANALYSIS OF THE CURRENT SITUATION ........................... 4
2.1 INTERNAL ENVIRONMENT............................................................................. 4
2.1.1 Mission ....................................................................................................... 5
2.1.2 Resources .................................................................................................. 5
2.1.3 Business Offering ....................................................................................... 7
RECOMMENDATIONS .......................................................................................... 7
2.2 EXTERNAL ENVIRONMENT ........................................................................... 8
2.2.1 Technological ............................................................................................. 8
2.2.2 Competitive................................................................................................. 8
2.2.3 Political Factors .......................................................................................... 8
2.2.4 Economic Factors ....................................................................................... 9
RECOMMENDATIONS ........................................................................................ 10
2.3 SWOT ANALYSIS .......................................................................................... 11
DISCLAIMER & TERMS OF USE
Educational Aid: These study notes are intended to be used as educational resources and should not be seen as a
replacement for individual research, critical analysis, or professional consultation. Students are encouraged to perform
their own research and seek advice from their instructors or academic advisors for specific assignment guidelines.
Personal Responsibility: While every effort has been made to ensure the accuracy and reliability of the information in
these study notes, the seller does not guarantee the completeness or correctness of all content. The buyer is
responsible for verifying the accuracy of the information and exercising their own judgment when applying it to their
assignments.
Academic Integrity: It is essential for students to maintain academic integrity and follow their institution's policies
regarding plagiarism, citation, and referencing. These study notes should be used as learning tools and sources of
inspiration. Any direct reproduction of the content without proper citation and acknowledgment may be considered
academic misconduct.
Limited Liability: The seller shall not be liable for any direct or indirect damages, losses, or consequences arising from
the use of these notes. This includes, but is not limited to, poor academic performance, penalties, or any other negative
consequences resulting from the application or misuse of the information provided.
, For additional support +27 81 278 3372
MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
TABLE OF CONTENTS
1. INTRODUCTION .................................................................................................... 4
2. RESEARCH AND ANALYSIS OF THE CURRENT SITUATION ............................ 4
2.1 INTERNAL ENVIRONMENT ............................................................................. 4
2.1.1 Mission........................................................................................................ 5
2.1.2 Resources................................................................................................... 5
2.1.3 Business Offering ....................................................................................... 7
RECOMMENDATIONS ........................................................................................... 7
2.2 EXTERNAL ENVIRONMENT ............................................................................ 8
2.2.1 Technological.............................................................................................. 8
2.2.2 Competitive ................................................................................................. 8
2.2.3 Political Factors .......................................................................................... 8
2.2.4 Economic Factors ....................................................................................... 9
RECOMMENDATIONS ......................................................................................... 10
2.3 SWOT ANALYSIS ........................................................................................... 11
2.3.1 Strengths .................................................................................................. 11
2.3.2 Weaknesses ............................................................................................. 11
2.3.3 Opportunities ............................................................................................ 12
2.3.4 Threats...................................................................................................... 12
RECOMMENDATIONS ......................................................................................... 12
3. ANALYSIS OF MARKETS AND CUSTOMERS ................................................... 13
3.1 Analysis of Markets ......................................................................................... 13
RECOMMENDATIONS ......................................................................................... 14
3.2 ANALYSIS OF CUSTOMERS......................................................................... 15
RECOMMENDATIONS ......................................................................................... 16
4. SEGMENTATION, TARGETING, AND POSITIONING ........................................ 17
4.1 SEGMENTATION ........................................................................................... 17
4.1.1 Geographic Segmentation ........................................................................ 18
4.1.2 Demographic Segmentation ..................................................................... 18
4.1.3 Psychographic Segmentation ................................................................... 19
RECOMMENDATIONS ......................................................................................... 19
4.2 TARGETING ................................................................................................... 20
RECOMMENDATIONS ......................................................................................... 20
, For additional support +27 81 278 3372
4.3 POSITIONING ................................................................................................ 21
RECOMMENDATIONS ......................................................................................... 22
5. MARKETING PLAN DIRECTION, OBJECTIVES, AND MARKETING SUPPORT
................................................................................................................................. 22
5.1 PLAN DIRECTION .......................................................................................... 22
RECOMMENDATIONS ......................................................................................... 23
5.2 SETTING MARKETING PLAN OBJECTIVES................................................. 24
RECOMMENDATIONS ......................................................................................... 25
5.3 MARKETING SUPPORT ................................................................................ 25
RECOMMENDATIONS ......................................................................................... 26
6. MARKETING STRATEGIES AND PROGRAMS .................................................. 27
6.1 DEVELOPING A SERVICE AND BRAND STRATEGY .................................. 27
RECOMMENDATIONS ......................................................................................... 28
6.2 DEVELOPING A CHANNEL AND LOGISTICS STRATEGY .......................... 28
RECOMMENDATIONS ......................................................................................... 28
6.3 DEVELOPING A PRICING STRATEGY ......................................................... 29
RECOMMENDATIONS ......................................................................................... 29
6.4 DEVELOPING A MARKETING COMMUNICATIONS AND INFLUENCE
STRATEGY........................................................................................................... 29
RECOMMENDATIONS ......................................................................................... 30
7. PLAN METRICS AND IMPLEMENTATION CONTROL ....................................... 30
7.1 PLANNING METRICS..................................................................................... 30
RECOMMENDATIONS ......................................................................................... 30
7.2 PLANNING FORECASTS, BUDGETS, AND SCHEDULES ........................... 31
RECOMMENDATIONS ......................................................................................... 31
7.3 CONTROLLING MARKETING PLAN IMPLEMENTATION ............................. 31
RECOMMENDATIONS ......................................................................................... 32
8. CONCLUSION ..................................................................................................... 32
REFERENCES ......................................................................................................... 32
