MNM3708 Assignment 2 (DETAILED ANSWERS) Semester 1 2025 - DISTINCTION GUARANTEED

MNM3708
Assignment 2 Semester 1 2025
Unique #:

Due Date: 2 May 2025

Detailed solutions, explanations, workings
and references.

+27 81 278 3372

, TABLE OF CONTENTS
1. INTRODUCTION .................................................................................................. 3
2 IDENTIFICATION OF CONSUMERS .................................................................... 3
2.1 Components of Customer Analysis.................................................................. 3
2.2 Application to Star Cleaner .............................................................................. 4
2.3 Target-Market Approaches .............................................................................. 4
2.3.1 Mass-Marketing Potential .......................................................................... 4
2.3.2 Concentrated Marketing ............................................................................ 4
2.3.3 Differentiated Marketing ............................................................................ 5
2.4 Segmentation Priorities and Recommended Focus ......................................... 5
2.5 Positioning for Competitive Advantage ............................................................ 5
3 DEVELOPING AN OVERALL STRATEGY ............................................................ 6
3.1 The Retailing Mix and External Environment ................................................... 6
3.2 Controllable Variables Applied to Star Cleaner ................................................ 6
3.2.1 Merchandise Mix ....................................................................................... 6
3.2.2 Pricing Strategy ......................................................................................... 6
3.2.3 Location and Layout .................................................................................. 6
3.2.4 Promotion .................................................................................................. 7
3.2.5 Customer Service ...................................................................................... 7
3.3 Uncontrollable Variables Applied to Star Cleaner ............................................ 7
3.3.1 Consumers ................................................................................................ 7
3.3.2 Competition ............................................................................................... 7
3.3.3 Economic Climate...................................................................................... 7
3.3.4 Technology ................................................................................................ 8
3.3.5 Legal and Environmental Regulation ......................................................... 8
3.3.6 Seasonality and Culture ............................................................................ 8
4 TRADING-AREA ANALYSIS ................................................................................. 8
4.1 Overview of Trading-Area Analysis.................................................................. 8
4.2 Population Characteristics Relevant to Star Cleaner ....................................... 8
4.3 Nature of Competition and Level of Saturation ................................................ 9
4.4 Practical Recommendations .......................................................................... 10
5. CONCLUSION .................................................................................................... 10
6. REFERENCES ................................................................................................... 11




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