MNM3705 Assignment 3 PORTFOLIO (COMPLETE ANSWERS) Semester 2 2025 - DUE September 2025

MNM3705 Assignment 3 PORTFOLIO (COMPLETE ANSWERS) Semester 2 2025 - DUE September 2025 Summary of what • The scope is not discussed at all. Read the Yuppiechef Premium Kitchen Tools case study that is available online. (See the announcement section of the module site for a link to the prescribed case study.) Initially, the business only sold their products online, but in recent years has also opened several physical stores. Yuppiechef is further known for finding creative ways in promoting their brand. Assume the owner has decided to launch coffee cafes within their physical stores. The intention is to only use Yuppiechef kitchenware when serving light meals and drinks to customers. Yuppiechef has now hired you as their project manager, tasked with developing the marketing communication planning process to ensure their target market is aware of and excited about the new initiative. Because marketing communication is planned as part of the overall marketing strategy and conforms to the basic principles of integrated marketing communication, it is vital that a systematic plan should be followed. • The scope is incomplete. • The why, who and how are not discussed, or are discussed superficially. • Discussion regarding YuppieChef directly from textbook(s) or the internet. • Sufficient information on the scope. • The why, who and how are briefly discussed. • Comprehensive information on the scope. • The why, who and how are discussed in detail. • The statement of the project scope is clear and evident. the project is about, which includes everything the project is intended to achieve and how this will be done (not in bullet form). 0 Reason for the project 0 Why the project needs to be done (objective) 0 Who will be involved in the project (personnel) 0 How you intend completing the 5 project (elements) Length: Approximately half a page *Hint: Refer to the assignment brief/question in Tutorial Letter 101. COMMENTS: STEP 2: SITUATION ANALYSIS 0-12 MARKS 13-18 MARKS 19-25 MARKS MARK A detailed situation • No situation analysis is discussed. • No SWOT analysis has been done. • If a SWOT analysis has been done, it is based on theory, not the new division. • SWOT is not done in detail, the focus is not on each element, and the SWOT is not related to the new division • Situation analysis has been done. • All aspects of SWOT analysis are sufficiently discussed and based on the new division. • Each aspect discussed in the SWOT analysis is in line with the project scope. • The target market is sufficiently discussed, and the focus is on the Yuppiechef Coffee Cafes consumer. • Situation analysis on the new division is discussed in detail. • The elements of the SWOT analysis are understood and correctly applied to the new division. • Yuppiechef Coffee Cafes is described in a complete and detailed way. • Very thorough competitor analysis has been done on all the division’s competitors. • Excellent understanding of a situation analysis and its application to the new division. • Situation analysis is applied correctly to Yuppiechef Coffee Cafes, for this project. analysis needs to be done for Yuppiechef Coffee Cafes . A situation analysis consists of 0 a SWOT analysis 0 TARGET market identification 0 a competitor analysis 25 Length: Approximately three (3) pages MNM3705/101/3/2025 26 • No target market has been identified. • If identified, the target market does not reflect the new division’s target market. • The target market has not been described in detail, by focusing on all aspects of segmentation. • No competitor analysis has been done. • If a competitor analysis has been done, it does not refer to the new division’s direct competition. • The competitor analysis is sufficiently discussed and focuses on the new division. • Motivation for, and discussion of, the new division’s target market, with competitors and SWOT elements explained clearly and in detail. COMMENTS: STEP 3: OBJECTIVES 0-4 MARKS 5-7 MARKS 8-10 MARKS MARK Summary of the • No objectives are discussed. • The objectives are not realistic, measurable, specific or achievable. • The objectives are not related to the project scope and the marketing communication campaign. • The objectives are not related to the new division. • Theoretical objectives are discussed. • No understanding of setting marketing objectives is evident. • The stated objectives are realistic, measurable, specific and achievable (maybe not all, but the understanding is there). • The objectives are related to the new division. • The objectives are related to this project (marketing communications campaign). • The stated objectives are all clear and to the point. • the stated objectives are all realistic, measurable, specific and achievable within a given time frame. • The objectives are in line with the scope discussion and the purpose of the marketing communication campaign. • Excellent understanding of setting objectives for a given project. project objectives, i.e. what Yuppiechef Coffee Cafes wants to achieve through this project. Objectives should be 0 measurable 0 realistic 0 specific 0 achievable Length: Approximately half 10 a page. COMMENTS: STEP 4: BUDGET 0-4 MARKS 5-7 MARKS 8-10 MARKS MARK Budgets represent a detailed analysis of how an organisation • No budget. • The budget is not in table format. • The budget is in table format. • The budget is detailed (unit cost per element and total costs are given). MNM3705/101/3/2025 27 expects and plans • The budget is not • The budget • Each element is to spend its money specific. contains numbers budgeted for very in the future on a specific campaign. o Budgets are always in table format. o The budget should be in line with the project scope, target market and objectives. • The budget does not contain the same elements as discussed in the project scope. • The budget is not detailed (does not contain all elements that this project will (amounts). • The elements budgeted for fit the target market. • Amounts budgeted for are realistic. • The budget is in line with the project objectives. specifically and in detail. • The budgeted amounts are realistic. • Elements discussed in the scope, appear in the budget. • The budget is in line with the project objectives. • The elements budgeted for fit the target market. 10 o The budget should be detailed. All possible costs should be considered. implement). • The budget does not contain any amounts. • The budget makes provision • Excellent understanding of budgeting for marketing communication. for operational Length: Approximately one (1) page expenditures (waiters, chefs, restaurant rent, etc). • The budget is theoretically discussed. COMMENTS: TECHNICAL ASPECTS (PLEASE READ CAREFULLY, TO AVOID MARKS BEING DEDUCTED) IMPORTANT: You will lose marks for failing to adhere to these technical requirements Minimum of four (4) pages, but not more than seven (7) pages (excluding cover page, declaration, index and references) (-1 mark if the pages are less or more than suggested). Typed in Arial 11 font; 1.5 line spacing; margins 2.54cm (-1 mark if font, size or margins differ). Your discussion and motivations should be linked to Yuppiechef Coffee Cafes. All sources consulted should be fully referenced and you should phrase the discussion in YOUR OWN WORDS. If not, you will receive ZERO for this portfolio, as it will be regarded as plagiarism. (-50 marks) COMMENTS: MNM3705/101/3/2025 28 ASSIGNMENT 02 MARK TOTAL 50 STEP 5: COMMUNI- CATION ELEMENTS 0-9 MARKS 10-14 MARKS 15-20 MARKS MARK A detailed discussion on the media channels (marketing communication elements) such as advertising (broadcasting, print, etc) and personal selling that you think Yuppiechef Coffee Cafes should use, to communicate the services of the new division. 0 NB: This step should be in line with steps 1-4. 0 Each element should be discussed in detail, based on: Which channels? Why those channels? How many ads? What time of the day? How frequent? What will the message contain? How will it be used? Which part of the target market will be reached? Length: Approximately three (3) pages • No communication elements are discussed. • Communication elements are not in line with the scope, objectives, budget and target market of this project. • The discussion is based on theory and do not focus on the new division. • Communication elements are not applicable to this project. • Communication elements are not discussed in detail according to: 0