MNM2615
Assignment 1 Semester 1 2025
Unique #:
Due Date: March 2025
Detailed solutions, explanations, workings
and references.
+27 81 278 3372
, 6 DIFFERENT COMPANIES ANSWERS PROVIDED
TABLE OF CONTENTS
LULU’S TRADING PTY LTD (Fruit and vegetables) .................................................. 3
KAYATECH SOLUTIONS (tech company) .............................................................. 11
UBUNTU MEDIA (media company) ......................................................................... 19
SAFARI HORIZONS (tourism company) ................................................................. 27
MATIYA APPAREL (clothing company) ................................................................... 35
PRIME STEEL SOLUTIONS (PTY) LTD (manufacturing company) ........................ 44
Varsity Cube 2024 +27 81 278 3372
, LULU’S TRADING PTY LTD (Fruit and vegetables)
EXPLORING LULU’S TRADING PTY LTD DEMOGRAPHY AND CONSUMER
CULTURE FOR MARKETING STRATEGY IN AN AFRICAN SME
INTRODUCTION
Technological advancements and increasing internet penetration are reshaping
Africa’s business landscape, enabling local enterprises to access broader
markets and refine their operations (Asongu & Le Roux, 2017). One sector
benefiting significantly from this progress is agriculture, where improved digital
tools support enhanced productivity, market access, and customer engagement
(Chavula, 2013). In this context, Lulu’s Trading Pty Ltd, a green-vegetable
producer based in Limpopo, exemplifies how an African small or medium
enterprise (SME) can leverage mobile technology, online platforms, and
consumer insights to sustain growth and competitive advantage. Equally
important is understanding demographic trends and the cultural factors that
influence purchasing behavior across diverse African markets (Wyche,
Schoenebeck, & Forte, 2013). This report explores Lulu’s Trading’s background,
discusses the relevance of demography, evaluates factors shaping African
consumer culture, and examines population implications for marketing structures.
By doing so, it provides a strategic foundation for sustained growth within South
Africa and beyond.
QUESTION 1 : BACKGROUND
Lulu’s Trading Pty Ltd was established in 2013 and operates from Limpopo,
focusing on the cultivation and supply of fresh and dried green vegetables. Over
the past decade, the enterprise has built a loyal local customer base that includes
supermarkets, wholesalers, and educational institutions. Its owner, Mrs. Adebayo,
is driven by a passion for promoting African culture through high-quality produce
and community-oriented outreach. Leveraging Africa’s growing mobile and
internet presence, the company has begun experimenting with online ordering
and delivery options to expand its market. Additionally, Lulu’s Trading has
diversified its distribution channels, catering to clients seeking sustainable and
Varsity Cube 2024 +27 81 278 3372
, health-focused food alternatives. This combination of cultural emphasis, product
quality, and gradual technological adoption positions Lulu’s Trading to capitalize
on evolving consumer preferences, both within South Africa and across the
broader African market, potentially aligning with international opportunities such
as the BRICS framework.
QUESTION 2 : DEMOGRAPHY
2(a) Theoretical Explanation of Demography
Demography is the scientific study of human populations, focusing on size,
structure, and distribution as well as how these elements change over time
through births, deaths, migration, and aging (Ganesan, Malter, & Rindfleisch,
2005). In a marketing context, demographic factors often include variables such
as age, gender, income, education level, family size, and geographic location.
Understanding these elements is crucial for business owners because they
influence consumer behavior, product demand, and purchasing patterns.
Population Size and Growth: Rapid population growth can indicate an
expanding market, but it can also present infrastructural and resource challenges
for businesses. In Africa, significant population expansion offers opportunities for
SMEs that provide essential goods, particularly food products (Chavula, 2013).
Age Structure: A younger population may demand products that are convenient,
technologically accessible, or reflective of contemporary tastes. Conversely, an
older demographic might prioritize health-focused items, community values, and
traditional preferences. By understanding this breakdown, businesses can tailor
offerings to match age-related needs and lifestyles.
Income and Socioeconomic Status: Disposable income levels directly affect
the types of products consumers can afford. Higher income segments might value
premium goods or ethical sourcing, whereas lower income groups emphasize
affordability and necessity. For an agricultural SME, recognizing the disparities in
household incomes helps in setting suitable price points and deciding on product
lines (Jensen, 2007).
Varsity Cube 2024 +27 81 278 3372
Assignment 1 Semester 1 2025
Unique #:
Due Date: March 2025
Detailed solutions, explanations, workings
and references.
+27 81 278 3372
, 6 DIFFERENT COMPANIES ANSWERS PROVIDED
TABLE OF CONTENTS
LULU’S TRADING PTY LTD (Fruit and vegetables) .................................................. 3
KAYATECH SOLUTIONS (tech company) .............................................................. 11
UBUNTU MEDIA (media company) ......................................................................... 19
SAFARI HORIZONS (tourism company) ................................................................. 27
MATIYA APPAREL (clothing company) ................................................................... 35
PRIME STEEL SOLUTIONS (PTY) LTD (manufacturing company) ........................ 44
Varsity Cube 2024 +27 81 278 3372
, LULU’S TRADING PTY LTD (Fruit and vegetables)
EXPLORING LULU’S TRADING PTY LTD DEMOGRAPHY AND CONSUMER
CULTURE FOR MARKETING STRATEGY IN AN AFRICAN SME
INTRODUCTION
Technological advancements and increasing internet penetration are reshaping
Africa’s business landscape, enabling local enterprises to access broader
markets and refine their operations (Asongu & Le Roux, 2017). One sector
benefiting significantly from this progress is agriculture, where improved digital
tools support enhanced productivity, market access, and customer engagement
(Chavula, 2013). In this context, Lulu’s Trading Pty Ltd, a green-vegetable
producer based in Limpopo, exemplifies how an African small or medium
enterprise (SME) can leverage mobile technology, online platforms, and
consumer insights to sustain growth and competitive advantage. Equally
important is understanding demographic trends and the cultural factors that
influence purchasing behavior across diverse African markets (Wyche,
Schoenebeck, & Forte, 2013). This report explores Lulu’s Trading’s background,
discusses the relevance of demography, evaluates factors shaping African
consumer culture, and examines population implications for marketing structures.
By doing so, it provides a strategic foundation for sustained growth within South
Africa and beyond.
QUESTION 1 : BACKGROUND
Lulu’s Trading Pty Ltd was established in 2013 and operates from Limpopo,
focusing on the cultivation and supply of fresh and dried green vegetables. Over
the past decade, the enterprise has built a loyal local customer base that includes
supermarkets, wholesalers, and educational institutions. Its owner, Mrs. Adebayo,
is driven by a passion for promoting African culture through high-quality produce
and community-oriented outreach. Leveraging Africa’s growing mobile and
internet presence, the company has begun experimenting with online ordering
and delivery options to expand its market. Additionally, Lulu’s Trading has
diversified its distribution channels, catering to clients seeking sustainable and
Varsity Cube 2024 +27 81 278 3372
, health-focused food alternatives. This combination of cultural emphasis, product
quality, and gradual technological adoption positions Lulu’s Trading to capitalize
on evolving consumer preferences, both within South Africa and across the
broader African market, potentially aligning with international opportunities such
as the BRICS framework.
QUESTION 2 : DEMOGRAPHY
2(a) Theoretical Explanation of Demography
Demography is the scientific study of human populations, focusing on size,
structure, and distribution as well as how these elements change over time
through births, deaths, migration, and aging (Ganesan, Malter, & Rindfleisch,
2005). In a marketing context, demographic factors often include variables such
as age, gender, income, education level, family size, and geographic location.
Understanding these elements is crucial for business owners because they
influence consumer behavior, product demand, and purchasing patterns.
Population Size and Growth: Rapid population growth can indicate an
expanding market, but it can also present infrastructural and resource challenges
for businesses. In Africa, significant population expansion offers opportunities for
SMEs that provide essential goods, particularly food products (Chavula, 2013).
Age Structure: A younger population may demand products that are convenient,
technologically accessible, or reflective of contemporary tastes. Conversely, an
older demographic might prioritize health-focused items, community values, and
traditional preferences. By understanding this breakdown, businesses can tailor
offerings to match age-related needs and lifestyles.
Income and Socioeconomic Status: Disposable income levels directly affect
the types of products consumers can afford. Higher income segments might value
premium goods or ethical sourcing, whereas lower income groups emphasize
affordability and necessity. For an agricultural SME, recognizing the disparities in
household incomes helps in setting suitable price points and deciding on product
lines (Jensen, 2007).
Varsity Cube 2024 +27 81 278 3372
