MNM3708
Assignment 3 Semester 1 2025
Detailed Solutions, References & Explanations
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 ................................................................................................... 8
4.4 Threats ............................................................................................................ Terms
8 of use
By making use of this document you agree to:
5. SETTING OF OBJECTIVES .................................................................................
Use this document as a guide for learning, comparison and reference 8 purpose,
Terms of use
Not to duplicate, reproduce and/or misrepresent the contents of this document as your own work,
By making use of this document you agree to:
Use this document
Fully accept the consequences
solely as a guide forshould you plagiarise
learning, reference,or and
misuse this document.
comparison purposes,
Ensure originality of your own work, and fully accept the consequences should you plagiarise or misuse this document.
Comply with all relevant standards, guidelines, regulations, and legislation governing academic and written work.
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is" without any express or
implied representations or warranties. The author accepts no responsibility or liability for any actions taken based on the
information contained within this document. This document is intended solely for comparison, research, and reference purposes.
Reproduction, resale, or transmission of any part of this document, in any form or by any means, is strictly prohibited.
, +27 67 171 1739
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................................................................................................... 8
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 ........................................................................ 11
7.3 Target-Market Approaches......................................................................... 11
7.3.1 Mass-Marketing Potential..................................................................... 11
7.3.2 Concentrated Marketing ....................................................................... 11
7.3.3 Differentiated Marketing ....................................................................... 12
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
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is"
without any express or implied representations or warranties. The author accepts no responsibility or
liability for any actions taken based on the information contained within this document. This document is
intended solely for comparison, research, and reference purposes. Reproduction, resale, or transmission
of any part of this document, in any form or by any means, is strictly prohibited.
, +27 67 171 1739
8.2.3 Location and Layout ............................................................................. 13
8.2.4 Promotion .............................................................................................. 14
8.2.5 Customer Service ................................................................................. 14
8.3 Uncontrollable Variables Applied to Star Cleaner ................................... 14
8.3.1 Consumers ............................................................................................ 14
8.3.2 Competition ........................................................................................... 14
8.3.3 Economic Climate ................................................................................. 14
8.3.4 Technology............................................................................................ 15
8.3.5 Legal and Environmental Regulation .................................................. 15
8.3.6 Seasonality and Culture ....................................................................... 15
9 TRADING-AREA ANALYSIS ............................................................................. 15
9.1 Overview of Trading-Area Analysis ........................................................... 15
9.2 Population Characteristics Relevant to Star Cleaner .............................. 15
9.3 Nature of Competition and Level of Saturation ........................................ 16
9.4 Practical Recommendations ...................................................................... 17
10. SPECIFIC ACTIVITIES FOR STAR CLEANER DETERGENTS ...................... 17
10.1 Introduction to Specific Activities ................................................................. 17
10.2 Daily and Short-Term Operations ............................................................... 18
10.3 Response to the Environment ..................................................................... 19
10.3.1 Importance of Environmental Responsiveness ..................................... 19
10.3.2 Economic Trends and Responses ........................................................ 19
10.3.3 Competitive Trends and Responses ..................................................... 19
10.3.4 Regulatory Trends and Responses ...................................................... 20
10.3.5 Technological Trends and Responses .................................................. 20
10.3.6 Sociocultural Trends and Responses ................................................... 20
11. CONTROL ACTIVITIES FOR STAR CLEANER DETERGENTS ..................... 21
11.1 Retail Control .............................................................................................. 21
11.2 Key Elements of Control ............................................................................. 21
11.3 Importance of Continuous Monitoring ......................................................... 22
11.3 Evaluation ................................................................................................... 23
11.4 Feedback .................................................................................................... 23
12. CONCLUSION ................................................................................................. 24
REFERENCES ....................................................................................................... 25
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is"
without any express or implied representations or warranties. The author accepts no responsibility or
liability for any actions taken based on the information contained within this document. This document is
intended solely for comparison, research, and reference purposes. Reproduction, resale, or transmission
of any part of this document, in any form or by any means, is strictly prohibited.
Assignment 3 Semester 1 2025
Detailed Solutions, References & Explanations
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 ................................................................................................... 8
4.4 Threats ............................................................................................................ Terms
8 of use
By making use of this document you agree to:
5. SETTING OF OBJECTIVES .................................................................................
Use this document as a guide for learning, comparison and reference 8 purpose,
Terms of use
Not to duplicate, reproduce and/or misrepresent the contents of this document as your own work,
By making use of this document you agree to:
Use this document
Fully accept the consequences
solely as a guide forshould you plagiarise
learning, reference,or and
misuse this document.
comparison purposes,
Ensure originality of your own work, and fully accept the consequences should you plagiarise or misuse this document.
Comply with all relevant standards, guidelines, regulations, and legislation governing academic and written work.
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is" without any express or
implied representations or warranties. The author accepts no responsibility or liability for any actions taken based on the
information contained within this document. This document is intended solely for comparison, research, and reference purposes.
Reproduction, resale, or transmission of any part of this document, in any form or by any means, is strictly prohibited.
, +27 67 171 1739
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................................................................................................... 8
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 ........................................................................ 11
7.3 Target-Market Approaches......................................................................... 11
7.3.1 Mass-Marketing Potential..................................................................... 11
7.3.2 Concentrated Marketing ....................................................................... 11
7.3.3 Differentiated Marketing ....................................................................... 12
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
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is"
without any express or implied representations or warranties. The author accepts no responsibility or
liability for any actions taken based on the information contained within this document. This document is
intended solely for comparison, research, and reference purposes. Reproduction, resale, or transmission
of any part of this document, in any form or by any means, is strictly prohibited.
, +27 67 171 1739
8.2.3 Location and Layout ............................................................................. 13
8.2.4 Promotion .............................................................................................. 14
8.2.5 Customer Service ................................................................................. 14
8.3 Uncontrollable Variables Applied to Star Cleaner ................................... 14
8.3.1 Consumers ............................................................................................ 14
8.3.2 Competition ........................................................................................... 14
8.3.3 Economic Climate ................................................................................. 14
8.3.4 Technology............................................................................................ 15
8.3.5 Legal and Environmental Regulation .................................................. 15
8.3.6 Seasonality and Culture ....................................................................... 15
9 TRADING-AREA ANALYSIS ............................................................................. 15
9.1 Overview of Trading-Area Analysis ........................................................... 15
9.2 Population Characteristics Relevant to Star Cleaner .............................. 15
9.3 Nature of Competition and Level of Saturation ........................................ 16
9.4 Practical Recommendations ...................................................................... 17
10. SPECIFIC ACTIVITIES FOR STAR CLEANER DETERGENTS ...................... 17
10.1 Introduction to Specific Activities ................................................................. 17
10.2 Daily and Short-Term Operations ............................................................... 18
10.3 Response to the Environment ..................................................................... 19
10.3.1 Importance of Environmental Responsiveness ..................................... 19
10.3.2 Economic Trends and Responses ........................................................ 19
10.3.3 Competitive Trends and Responses ..................................................... 19
10.3.4 Regulatory Trends and Responses ...................................................... 20
10.3.5 Technological Trends and Responses .................................................. 20
10.3.6 Sociocultural Trends and Responses ................................................... 20
11. CONTROL ACTIVITIES FOR STAR CLEANER DETERGENTS ..................... 21
11.1 Retail Control .............................................................................................. 21
11.2 Key Elements of Control ............................................................................. 21
11.3 Importance of Continuous Monitoring ......................................................... 22
11.3 Evaluation ................................................................................................... 23
11.4 Feedback .................................................................................................... 23
12. CONCLUSION ................................................................................................. 24
REFERENCES ....................................................................................................... 25
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is"
without any express or implied representations or warranties. The author accepts no responsibility or
liability for any actions taken based on the information contained within this document. This document is
intended solely for comparison, research, and reference purposes. Reproduction, resale, or transmission
of any part of this document, in any form or by any means, is strictly prohibited.
