MNM2615 ASSIGNMENT 01 SEMESTER 01- 2025
QUESTION 1
Describe the background of the chosen SME/SMME. Your answer should not exceed
half a page (5 marks for the background). (5)
QUESTION 2
(a) Explain demography to the identified SME/SMME owner/manager (5 marks for the
theoretical explanation).
(b) Discuss the demography of the chosen SME/SMME and give practical examples to
clarify your discussion (10 marks for the practical examples and clarification). (15)
QUESTION 3
(a) Discuss the factors that affect the African consumer culture (5 marks for the
theoretical discussion).
(b) (b) Explain how African consumer cultures may influence the chosen
SME/SMME (10 marks for the practical application). (15)
QUESTION 4
(a) Describe the population implications for the marketing structure to the
owner/manager (5 marks for the theoretical discussion).
(b) Explain how the population implications can influence the structure of marketing of
the identified SME/SMME (10 marks for the practical application). (15)
FOR EXAMS, PORTFOLIO, AND ASSIGNMENT ASSISTANCE WHATSAPP
0727679597 EMAIL:
,Table of Contents
1. INTRODUCTION........................................................................................3
2. BACKGROUND OF THE CHOSEN SME.......................................................3
3. DEMOGRAPHY..........................................................................................5
3.1 Theoretical Explanation of Demography........................................................5
3.2 Demography of Pangu Pangu Butchery with Practical Examples..............7
4. AFRICAN CONSUMER CULTURE..............................................................10
4.1 Factors Affecting African Consumer Culture...............................................10
4.2 Influence of African Consumer Cultures on Pangu Pangu Butchery........11
5. POPULATION IMPLICATIONS FOR THE MARKETING STRUCTURE............14
5.1 Population Implications: Theoretical Discussion.......................................14
5.2 Influence of Population Implications on Marketing Structure of Pangu
Pangu Butchery.....................................................................................................16
6. CONCLUSION.........................................................................................19
7. REFERENCES.........................................................................................21
, 1. INTRODUCTION
Marketing in Africa is a critical subject for both academics and practitioners. Africa,
commonly referred to as the world’s last growth frontier, presents a variety of
challenges and opportunities for businesses due to the continent’s diverse cultures,
demographics, and socio-economic landscapes (Makhitha, 2018:3). More than in
other contexts, marketing in Africa involves understanding a vast array of cultural
norms, languages, traditions, and consumer behaviors that can differ from region to
region, even within the same country (Van Scheers in Makhitha, 2018:57).
Against this backdrop, the success of Small and Medium Enterprises (SMEs) and
Small, Micro, and Medium Enterprises (SMMEs) is inextricably tied to how well they
align their marketing strategies with local realities. SMEs often serve as the
backbone of many African economies, contributing significantly to employment,
entrepreneurship, and the overall Gross Domestic Product (GDP) (Unisa, 2018:78).
By examining marketing fundamentals such as demography, culture, and consumer
behavior SMEs can gain a competitive edge in an environment that rewards
localized and culturally nuanced marketing approaches.
I have chosen Pangu Pangu Butchery, an SMME located in KwaMhlanga in the
Mpumalanga province of South Africa. This region is noteworthy for its semi-rural
character, cultural richness, and evolving demographic patterns, making it an ideal
case for studying how theoretical marketing concepts translate into practice
(Mpumalanga Provincial Government, 2023).
2. BACKGROUND OF THE CHOSEN SME
Pangu Pangu Butchery is a family-owned SMME founded in 2019 by entrepreneur
Mr. X (a fictional name for illustration purposes). Situated in KwaMhlanga, a semi-
rural area within Mpumalanga province, the butchery was established to meet the
growing demand for fresh, reliable, and locally sourced meat products. KwaMhlanga,
recognized for its fusion of rural heritage and budding peri-urban dynamism,
provides a strategic vantage point for small businesses seeking to serve both
traditional township consumers and more modernizing segments (Mpumalanga
Provincial Government, 2023).
QUESTION 1
Describe the background of the chosen SME/SMME. Your answer should not exceed
half a page (5 marks for the background). (5)
QUESTION 2
(a) Explain demography to the identified SME/SMME owner/manager (5 marks for the
theoretical explanation).
(b) Discuss the demography of the chosen SME/SMME and give practical examples to
clarify your discussion (10 marks for the practical examples and clarification). (15)
QUESTION 3
(a) Discuss the factors that affect the African consumer culture (5 marks for the
theoretical discussion).
(b) (b) Explain how African consumer cultures may influence the chosen
SME/SMME (10 marks for the practical application). (15)
QUESTION 4
(a) Describe the population implications for the marketing structure to the
owner/manager (5 marks for the theoretical discussion).
(b) Explain how the population implications can influence the structure of marketing of
the identified SME/SMME (10 marks for the practical application). (15)
FOR EXAMS, PORTFOLIO, AND ASSIGNMENT ASSISTANCE WHATSAPP
0727679597 EMAIL:
,Table of Contents
1. INTRODUCTION........................................................................................3
2. BACKGROUND OF THE CHOSEN SME.......................................................3
3. DEMOGRAPHY..........................................................................................5
3.1 Theoretical Explanation of Demography........................................................5
3.2 Demography of Pangu Pangu Butchery with Practical Examples..............7
4. AFRICAN CONSUMER CULTURE..............................................................10
4.1 Factors Affecting African Consumer Culture...............................................10
4.2 Influence of African Consumer Cultures on Pangu Pangu Butchery........11
5. POPULATION IMPLICATIONS FOR THE MARKETING STRUCTURE............14
5.1 Population Implications: Theoretical Discussion.......................................14
5.2 Influence of Population Implications on Marketing Structure of Pangu
Pangu Butchery.....................................................................................................16
6. CONCLUSION.........................................................................................19
7. REFERENCES.........................................................................................21
, 1. INTRODUCTION
Marketing in Africa is a critical subject for both academics and practitioners. Africa,
commonly referred to as the world’s last growth frontier, presents a variety of
challenges and opportunities for businesses due to the continent’s diverse cultures,
demographics, and socio-economic landscapes (Makhitha, 2018:3). More than in
other contexts, marketing in Africa involves understanding a vast array of cultural
norms, languages, traditions, and consumer behaviors that can differ from region to
region, even within the same country (Van Scheers in Makhitha, 2018:57).
Against this backdrop, the success of Small and Medium Enterprises (SMEs) and
Small, Micro, and Medium Enterprises (SMMEs) is inextricably tied to how well they
align their marketing strategies with local realities. SMEs often serve as the
backbone of many African economies, contributing significantly to employment,
entrepreneurship, and the overall Gross Domestic Product (GDP) (Unisa, 2018:78).
By examining marketing fundamentals such as demography, culture, and consumer
behavior SMEs can gain a competitive edge in an environment that rewards
localized and culturally nuanced marketing approaches.
I have chosen Pangu Pangu Butchery, an SMME located in KwaMhlanga in the
Mpumalanga province of South Africa. This region is noteworthy for its semi-rural
character, cultural richness, and evolving demographic patterns, making it an ideal
case for studying how theoretical marketing concepts translate into practice
(Mpumalanga Provincial Government, 2023).
2. BACKGROUND OF THE CHOSEN SME
Pangu Pangu Butchery is a family-owned SMME founded in 2019 by entrepreneur
Mr. X (a fictional name for illustration purposes). Situated in KwaMhlanga, a semi-
rural area within Mpumalanga province, the butchery was established to meet the
growing demand for fresh, reliable, and locally sourced meat products. KwaMhlanga,
recognized for its fusion of rural heritage and budding peri-urban dynamism,
provides a strategic vantage point for small businesses seeking to serve both
traditional township consumers and more modernizing segments (Mpumalanga
Provincial Government, 2023).
