MNM3709 ASSIGNMENT 1 2026
DUE 26 AUGUST 2026
QUESTION 1
Strategic marketing is built around four strategic questions. Analysis of the
external environment assists with answering one of these four strategic
questions. Identify which one and justify why external analysis fits that question.
Strategic marketing is built around four central strategic questions that guide the
strategic direction of an organisation: "Where are we now?", "Where do we want to
be?", "How will we get there?" and "Did we get there?"
(Wiid, Cant and Dilotsotlhe 2024:9-10).
Analysis of the external environment directly assists with answering the first question:
"Where are we now?"
The question "Where are we now?" requires an organisation to reflect on its current
position in the market, evaluating its market scope and competitive standing (Wiid, Cant
and Dilotsotlhe 2024:10). The external environment comprising technological,
economic, social, demographic, international and legal/government forces is largely
uncontrollable and constantly changing (Wiid, Cant and Dilotsotlhe 2024:16-18). To
accurately determine "where we are now," marketers must understand the opportunities
and threats present in this external environment. Without analysing these external
forces, an organisation cannot honestly assess its current position relative to
competitors, market trends, regulatory changes or shifting consumer behaviours. The
external analysis provides the critical context needed to establish a baseline from which
, all subsequent strategic decisions where to go, how to get there, and whether the
organisation arrived can be made.
QUESTION 2
a) One external factor affecting Nikon
One external factor affecting Nikon is the shift from film-based photography to digital
technology (Nikon case study 2026:3).
This is an external factor because it originates outside Nikon's control. The move to
digital was driven by broader technological developments in the global marketplace not
by Nikon's internal decisions. The case study explicitly states that this "swing forced
Nikon to re-examine how it marketed its products" and was one of the "challenges
presented" that Nikon had to turn into opportunities (Nikon case study 2026:3). External
factors are forces existing outside the organisation that are mostly uncontrollable, and
this technological shift in the broader photographic industry fits that definition (Wiid,
Cant and Dilotsotlhe 2024:16).
b) Why this external factor is important for Nikon to consider for the future
The shift to digital technology is critically important for Nikon's future because it
fundamentally changes consumer behaviour, product life cycles and competitive
dynamics.
The digital era brought a new consumer base, as businesses increasingly used
photography for communication, and lower costs made cameras more accessible
(Nikon case study 2026:3). More significantly, camera models now change far more
regularly compacts can change every six months compared to five to seven years in the
DUE 26 AUGUST 2026
QUESTION 1
Strategic marketing is built around four strategic questions. Analysis of the
external environment assists with answering one of these four strategic
questions. Identify which one and justify why external analysis fits that question.
Strategic marketing is built around four central strategic questions that guide the
strategic direction of an organisation: "Where are we now?", "Where do we want to
be?", "How will we get there?" and "Did we get there?"
(Wiid, Cant and Dilotsotlhe 2024:9-10).
Analysis of the external environment directly assists with answering the first question:
"Where are we now?"
The question "Where are we now?" requires an organisation to reflect on its current
position in the market, evaluating its market scope and competitive standing (Wiid, Cant
and Dilotsotlhe 2024:10). The external environment comprising technological,
economic, social, demographic, international and legal/government forces is largely
uncontrollable and constantly changing (Wiid, Cant and Dilotsotlhe 2024:16-18). To
accurately determine "where we are now," marketers must understand the opportunities
and threats present in this external environment. Without analysing these external
forces, an organisation cannot honestly assess its current position relative to
competitors, market trends, regulatory changes or shifting consumer behaviours. The
external analysis provides the critical context needed to establish a baseline from which
, all subsequent strategic decisions where to go, how to get there, and whether the
organisation arrived can be made.
QUESTION 2
a) One external factor affecting Nikon
One external factor affecting Nikon is the shift from film-based photography to digital
technology (Nikon case study 2026:3).
This is an external factor because it originates outside Nikon's control. The move to
digital was driven by broader technological developments in the global marketplace not
by Nikon's internal decisions. The case study explicitly states that this "swing forced
Nikon to re-examine how it marketed its products" and was one of the "challenges
presented" that Nikon had to turn into opportunities (Nikon case study 2026:3). External
factors are forces existing outside the organisation that are mostly uncontrollable, and
this technological shift in the broader photographic industry fits that definition (Wiid,
Cant and Dilotsotlhe 2024:16).
b) Why this external factor is important for Nikon to consider for the future
The shift to digital technology is critically important for Nikon's future because it
fundamentally changes consumer behaviour, product life cycles and competitive
dynamics.
The digital era brought a new consumer base, as businesses increasingly used
photography for communication, and lower costs made cameras more accessible
(Nikon case study 2026:3). More significantly, camera models now change far more
regularly compacts can change every six months compared to five to seven years in the
