MNM3708
Assignment 3 Semester 1 2025
Unique number:
Due Date: 6 June 2025
This document includes:
Helpful answers and guidelines
Detailed explanations and/ or calculations
References
Connect with the tutor on
+27 68 812 0934
,© Study Shack 2025. All rights Reserved +27 68 812 0934
, TABLE OF CONTENTS
1. INTRODUCTION .................................................................................................. 5
2. BACKGROUND OF STAR CLEANER DETERGENTS ........................................ 5
2.1 Mission ................................................................................................................ 5
2.2 Ownership and Management ........................................................................... 6
2.3 Identification of Goods and Services Offered .................................................. 6
3. THE RETAILING CONCEPT ................................................................................ 6
3.1 Overview of the Retailing Concept................................................................... 6
3.2 Customer Orientation Concept ........................................................................ 7
3.3 Practical Application by Star Cleaner Detergents ............................................ 7
4. ANALYSIS OF THE CURRENT SITUATION AND SWOT ANALYSIS ................. 8
4.1 Strengths ......................................................................................................... 8
4.2 Weaknesses .................................................................................................... 8
4.3 Opportunities ................................................................................................... 9
4.4 Threats ............................................................................................................ 9
5. SETTING OF OBJECTIVES ............................................................................... 10
5.1. Theoretical Overview of Objectives .............................................................. 10
5.2. Sales Objectives ........................................................................................... 10
5.3 Profit Objectives............................................................................................. 10
5.4 Public Satisfaction Objectives ........................................................................ 11
5.5. Practical Recommendations ......................................................................... 11
6 IDENTIFICATION OF CONSUMERS .................................................................. 12
6.1 Components of Customer Analysis ........................................................... 12
6.2 Application to Star Cleaner ......................................................................... 12
7.3 Target-Market Approaches ......................................................................... 13
7.3.1 Mass-Marketing Potential ..................................................................... 13
7.3.2 Concentrated Marketing ....................................................................... 13
7.3.3 Differentiated Marketing ....................................................................... 13
7.4 Segmentation Priorities and Recommended Focus ................................. 13
7.5 Positioning for Competitive Advantage ..................................................... 14
8 DEVELOPING AN OVERALL STRATEGY ......................................................... 14
8.1 The Retailing Mix and External Environment ............................................ 14
8.2 Controllable Variables Applied to Star Cleaner ........................................ 15
8.2.1 Merchandise Mix.................................................................................... 15
8.2.2 Pricing Strategy ..................................................................................... 15
© Study Shack 2025. All rights Reserved +27 68 812 0934
Assignment 3 Semester 1 2025
Unique number:
Due Date: 6 June 2025
This document includes:
Helpful answers and guidelines
Detailed explanations and/ or calculations
References
Connect with the tutor on
+27 68 812 0934
,© Study Shack 2025. All rights Reserved +27 68 812 0934
, TABLE OF CONTENTS
1. INTRODUCTION .................................................................................................. 5
2. BACKGROUND OF STAR CLEANER DETERGENTS ........................................ 5
2.1 Mission ................................................................................................................ 5
2.2 Ownership and Management ........................................................................... 6
2.3 Identification of Goods and Services Offered .................................................. 6
3. THE RETAILING CONCEPT ................................................................................ 6
3.1 Overview of the Retailing Concept................................................................... 6
3.2 Customer Orientation Concept ........................................................................ 7
3.3 Practical Application by Star Cleaner Detergents ............................................ 7
4. ANALYSIS OF THE CURRENT SITUATION AND SWOT ANALYSIS ................. 8
4.1 Strengths ......................................................................................................... 8
4.2 Weaknesses .................................................................................................... 8
4.3 Opportunities ................................................................................................... 9
4.4 Threats ............................................................................................................ 9
5. SETTING OF OBJECTIVES ............................................................................... 10
5.1. Theoretical Overview of Objectives .............................................................. 10
5.2. Sales Objectives ........................................................................................... 10
5.3 Profit Objectives............................................................................................. 10
5.4 Public Satisfaction Objectives ........................................................................ 11
5.5. Practical Recommendations ......................................................................... 11
6 IDENTIFICATION OF CONSUMERS .................................................................. 12
6.1 Components of Customer Analysis ........................................................... 12
6.2 Application to Star Cleaner ......................................................................... 12
7.3 Target-Market Approaches ......................................................................... 13
7.3.1 Mass-Marketing Potential ..................................................................... 13
7.3.2 Concentrated Marketing ....................................................................... 13
7.3.3 Differentiated Marketing ....................................................................... 13
7.4 Segmentation Priorities and Recommended Focus ................................. 13
7.5 Positioning for Competitive Advantage ..................................................... 14
8 DEVELOPING AN OVERALL STRATEGY ......................................................... 14
8.1 The Retailing Mix and External Environment ............................................ 14
8.2 Controllable Variables Applied to Star Cleaner ........................................ 15
8.2.1 Merchandise Mix.................................................................................... 15
8.2.2 Pricing Strategy ..................................................................................... 15
© Study Shack 2025. All rights Reserved +27 68 812 0934
