THE BMZ ACADEMY
THE BMZ ACADEMY
053 8213
BMZ ACADEMY 061 262 1185/068 053 8213Page 1 of 16
, THE BMZ ACADEMY
Table of Contents
QUESTION 1 (12 marks) Based on the market research in learning unit 4, evaluate the primary and
secondary research approach that Imperial Logistics may consider (3 marks for each theoretical
discussion on the research approach). Indicate how Imperial Logistics can use both the primary and the
secondary research approach (6 marks for practical application). A poor discussion of the theory without
proper in-text referencing or with incorrect referencing will result in a loss of marks. Additionally, poor
or insufficient practical application will result in a loss of marks. ................................................................ 3
QUESTION 2 (10 marks) Based on the discussion on segmenting of business markets in LU 5 and the
textbook, provide a brief discussion of macro and micro segmentation criteria (6 marks for theoretical
discussion). Evaluate the macro and micro segmentation criteria that will be adopted by Imperial
Logistics (2 mark for strategy selection) and justify your answer by relating it to the practical example (2
marks for practical application). A poor discussion of the theory without proper in-text referencing or
with incorrect referencing, will result in a loss of marks. Additionally, poor or insufficient practical
application will result in a loss of marks. ...................................................................................................... 5
QUESTION 3 (10 marks) Based on the discussion of the product life cycle (PLC) in chapter 6 in the
textbook, evaluate the five (5) stages in the product life cycle and explain how Imperial Logistics may
practically apply the stages of the PLC in its business (10 marks will be awarded for practical application).
A poor discussion of the theory without proper in-text referencing or with incorrect referencing, will
result in a loss of marks. Additionally, poor or insufficient practical application will result in a loss of
marks............................................................................................................................................................. 8
QUESTION 4 (8 marks) Based on the discussion on brand communication in B2B markets in chapter 11 in
the textbook, develop a promotional plan for Imperial Logistics using branding elements (8 marks for the
practical discussions). A poor discussion of the practical explanation without proper in-text referencing
or with incorrect referencing will result in a loss of marks. Additionally, a poor or insufficient practical
application will result in a loss of marks. .................................................................................................... 10
References .................................................................................................................................................. 14
BMZ ACADEMY 061 262 1185/068 053 8213Page 2 of 16
, THE BMZ ACADEMY
PLEASE READ THE NEXT PAGE!!!!!!!!!!!!!!!!
QUESTION 1 (12 marks) Based on the market research in learning unit 4, evaluate
the primary and secondary research approach that Imperial Logistics may consider
(3 marks for each theoretical discussion on the research approach). Indicate how
Imperial Logistics can use both the primary and the secondary research approach
(6 marks for practical application). A poor discussion of the theory without proper
in-text referencing or with incorrect referencing will result in a loss of marks.
Additionally, poor or insufficient practical application will result in a loss of marks.
Evaluating Primary and Secondary Research Approaches for Imperial Logistics
Market research is an essential process for organisations competing in Business-to-
Business (B2B) markets. For Imperial Logistics, conducting effective market research
facilitates the identification of growth opportunities, a deeper understanding of customer
needs, and the development of well-informed strategic decisions. Market research
typically employs two main approaches primary and secondary research each with its
own set of benefits and limitations. This essay critically examines these approaches and
considers how they can be practically applied within the context of Imperial Logistics.
Primary Research
Primary research entails the direct collection of original data from relevant sources,
including customers, suppliers, and industry stakeholders. Common methods include
surveys, interviews, focus groups, and observation. This approach is particularly valuable
because it provides current, first-hand information specifically tailored to the
organisation’s research objectives (Makhitha & Cant, 2020).
A key strength of primary research lies in its capacity to generate customised insights into
customer perceptions, preferences, and behaviours information that is often unavailable
through secondary sources. However, primary research can be resource-intensive, both
BMZ ACADEMY 061 262 1185/068 053 8213Page 3 of 16
THE BMZ ACADEMY
053 8213
BMZ ACADEMY 061 262 1185/068 053 8213Page 1 of 16
, THE BMZ ACADEMY
Table of Contents
QUESTION 1 (12 marks) Based on the market research in learning unit 4, evaluate the primary and
secondary research approach that Imperial Logistics may consider (3 marks for each theoretical
discussion on the research approach). Indicate how Imperial Logistics can use both the primary and the
secondary research approach (6 marks for practical application). A poor discussion of the theory without
proper in-text referencing or with incorrect referencing will result in a loss of marks. Additionally, poor
or insufficient practical application will result in a loss of marks. ................................................................ 3
QUESTION 2 (10 marks) Based on the discussion on segmenting of business markets in LU 5 and the
textbook, provide a brief discussion of macro and micro segmentation criteria (6 marks for theoretical
discussion). Evaluate the macro and micro segmentation criteria that will be adopted by Imperial
Logistics (2 mark for strategy selection) and justify your answer by relating it to the practical example (2
marks for practical application). A poor discussion of the theory without proper in-text referencing or
with incorrect referencing, will result in a loss of marks. Additionally, poor or insufficient practical
application will result in a loss of marks. ...................................................................................................... 5
QUESTION 3 (10 marks) Based on the discussion of the product life cycle (PLC) in chapter 6 in the
textbook, evaluate the five (5) stages in the product life cycle and explain how Imperial Logistics may
practically apply the stages of the PLC in its business (10 marks will be awarded for practical application).
A poor discussion of the theory without proper in-text referencing or with incorrect referencing, will
result in a loss of marks. Additionally, poor or insufficient practical application will result in a loss of
marks............................................................................................................................................................. 8
QUESTION 4 (8 marks) Based on the discussion on brand communication in B2B markets in chapter 11 in
the textbook, develop a promotional plan for Imperial Logistics using branding elements (8 marks for the
practical discussions). A poor discussion of the practical explanation without proper in-text referencing
or with incorrect referencing will result in a loss of marks. Additionally, a poor or insufficient practical
application will result in a loss of marks. .................................................................................................... 10
References .................................................................................................................................................. 14
BMZ ACADEMY 061 262 1185/068 053 8213Page 2 of 16
, THE BMZ ACADEMY
PLEASE READ THE NEXT PAGE!!!!!!!!!!!!!!!!
QUESTION 1 (12 marks) Based on the market research in learning unit 4, evaluate
the primary and secondary research approach that Imperial Logistics may consider
(3 marks for each theoretical discussion on the research approach). Indicate how
Imperial Logistics can use both the primary and the secondary research approach
(6 marks for practical application). A poor discussion of the theory without proper
in-text referencing or with incorrect referencing will result in a loss of marks.
Additionally, poor or insufficient practical application will result in a loss of marks.
Evaluating Primary and Secondary Research Approaches for Imperial Logistics
Market research is an essential process for organisations competing in Business-to-
Business (B2B) markets. For Imperial Logistics, conducting effective market research
facilitates the identification of growth opportunities, a deeper understanding of customer
needs, and the development of well-informed strategic decisions. Market research
typically employs two main approaches primary and secondary research each with its
own set of benefits and limitations. This essay critically examines these approaches and
considers how they can be practically applied within the context of Imperial Logistics.
Primary Research
Primary research entails the direct collection of original data from relevant sources,
including customers, suppliers, and industry stakeholders. Common methods include
surveys, interviews, focus groups, and observation. This approach is particularly valuable
because it provides current, first-hand information specifically tailored to the
organisation’s research objectives (Makhitha & Cant, 2020).
A key strength of primary research lies in its capacity to generate customised insights into
customer perceptions, preferences, and behaviours information that is often unavailable
through secondary sources. However, primary research can be resource-intensive, both
BMZ ACADEMY 061 262 1185/068 053 8213Page 3 of 16
