MNM3708
Assignment 3 Semester 1 2025
Unique Number:
Due Date: 6 June 2025
TABLE OF CONTENTS
1. INTRODUCTION .................................................................................................. 4
2. BACKGROUND OF STAR CLEANER DETERGENTS ........................................ 4
2.1 Mission ................................................................................................................ 4
2.2 Ownership and Management........................................................................... 5
2.3 Identification of Goods and Services Offered .................................................. 5
3. THE RETAILING CONCEPT ................................................................................ 5
3.1 Overview of the Retailing Concept .................................................................. 5
3.2 Customer Orientation Concept ........................................................................ 6
3.3 Practical Application by Star Cleaner Detergents ............................................ 6
4. ANALYSIS OF THE CURRENT SITUATION AND SWOT ANALYSIS ................. 6
4.1 Strengths ......................................................................................................... 7
4.2 Weaknesses .................................................................................................... 7
4.3 Opportunities ................................................................................................... 7
4.4 Threats ............................................................................................................ 8
5. SETTING OF OBJECTIVES ................................................................................. 8
5.1. Theoretical Overview of Objectives ................................................................ 8
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
TABLE OF CONTENTS
1. INTRODUCTION .................................................................................................. 4
2. BACKGROUND OF STAR CLEANER DETERGENTS ........................................ 4
2.1 Mission ............................................................................................................... 4
2.2 Ownership and Management .......................................................................... 5
2.3 Identification of Goods and Services Offered .................................................. 5
3. THE RETAILING CONCEPT ................................................................................ 5
3.1 Overview of the Retailing Concept .................................................................. 5
3.2 Customer Orientation Concept........................................................................ 6
3.3 Practical Application by Star Cleaner Detergents ........................................... 6
4. ANALYSIS OF THE CURRENT SITUATION AND SWOT ANALYSIS ................ 6
4.1 Strengths......................................................................................................... 7
4.2 Weaknesses ................................................................................................... 7
4.3 Opportunities................................................................................................... 7
4.4 Threats ............................................................................................................ 8
5. SETTING OF OBJECTIVES ................................................................................ 8
5.1. Theoretical Overview of Objectives ................................................................ 8
5.2. Sales Objectives ............................................................................................ 9
5.3 Profit Objectives .............................................................................................. 9
5.4 Public Satisfaction Objectives ......................................................................... 9
5.5. Practical Recommendations ........................................................................ 10
6 IDENTIFICATION OF CONSUMERS ................................................................. 10
6.1 Components of Customer Analysis .......................................................... 10
6.2 Application to Star Cleaner ........................................................................ 10
7.3 Target-Market Approaches......................................................................... 11
7.3.1 Mass-Marketing Potential..................................................................... 11
7.3.2 Concentrated Marketing ....................................................................... 11
7.3.3 Differentiated Marketing ....................................................................... 11
7.4 Segmentation Priorities and Recommended Focus ................................ 12
7.5 Positioning for Competitive Advantage .................................................... 12
8 DEVELOPING AN OVERALL STRATEGY ........................................................ 13
8.1 The Retailing Mix and External Environment ........................................... 13
8.2 Controllable Variables Applied to Star Cleaner ........................................ 13
8.2.1 Merchandise Mix ................................................................................... 13
8.2.2 Pricing Strategy .................................................................................... 13
Assignment 3 Semester 1 2025
Unique Number:
Due Date: 6 June 2025
TABLE OF CONTENTS
1. INTRODUCTION .................................................................................................. 4
2. BACKGROUND OF STAR CLEANER DETERGENTS ........................................ 4
2.1 Mission ................................................................................................................ 4
2.2 Ownership and Management........................................................................... 5
2.3 Identification of Goods and Services Offered .................................................. 5
3. THE RETAILING CONCEPT ................................................................................ 5
3.1 Overview of the Retailing Concept .................................................................. 5
3.2 Customer Orientation Concept ........................................................................ 6
3.3 Practical Application by Star Cleaner Detergents ............................................ 6
4. ANALYSIS OF THE CURRENT SITUATION AND SWOT ANALYSIS ................. 6
4.1 Strengths ......................................................................................................... 7
4.2 Weaknesses .................................................................................................... 7
4.3 Opportunities ................................................................................................... 7
4.4 Threats ............................................................................................................ 8
5. SETTING OF OBJECTIVES ................................................................................. 8
5.1. Theoretical Overview of Objectives ................................................................ 8
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
TABLE OF CONTENTS
1. INTRODUCTION .................................................................................................. 4
2. BACKGROUND OF STAR CLEANER DETERGENTS ........................................ 4
2.1 Mission ............................................................................................................... 4
2.2 Ownership and Management .......................................................................... 5
2.3 Identification of Goods and Services Offered .................................................. 5
3. THE RETAILING CONCEPT ................................................................................ 5
3.1 Overview of the Retailing Concept .................................................................. 5
3.2 Customer Orientation Concept........................................................................ 6
3.3 Practical Application by Star Cleaner Detergents ........................................... 6
4. ANALYSIS OF THE CURRENT SITUATION AND SWOT ANALYSIS ................ 6
4.1 Strengths......................................................................................................... 7
4.2 Weaknesses ................................................................................................... 7
4.3 Opportunities................................................................................................... 7
4.4 Threats ............................................................................................................ 8
5. SETTING OF OBJECTIVES ................................................................................ 8
5.1. Theoretical Overview of Objectives ................................................................ 8
5.2. Sales Objectives ............................................................................................ 9
5.3 Profit Objectives .............................................................................................. 9
5.4 Public Satisfaction Objectives ......................................................................... 9
5.5. Practical Recommendations ........................................................................ 10
6 IDENTIFICATION OF CONSUMERS ................................................................. 10
6.1 Components of Customer Analysis .......................................................... 10
6.2 Application to Star Cleaner ........................................................................ 10
7.3 Target-Market Approaches......................................................................... 11
7.3.1 Mass-Marketing Potential..................................................................... 11
7.3.2 Concentrated Marketing ....................................................................... 11
7.3.3 Differentiated Marketing ....................................................................... 11
7.4 Segmentation Priorities and Recommended Focus ................................ 12
7.5 Positioning for Competitive Advantage .................................................... 12
8 DEVELOPING AN OVERALL STRATEGY ........................................................ 13
8.1 The Retailing Mix and External Environment ........................................... 13
8.2 Controllable Variables Applied to Star Cleaner ........................................ 13
8.2.1 Merchandise Mix ................................................................................... 13
8.2.2 Pricing Strategy .................................................................................... 13
