MNM2615
Assignment 1
Unique No:
Due 2025
, Marketing in Africa
Question 1: Background of the Selected SME/SMME
Siyakhula Spaza Shop is a family-run small business located in Katlehong, Gauteng. It
was founded in 2017 by Mr. and Mrs. Dlamini after Mr. Dlamini lost his factory job. To
sustain their livelihood and meet a local need, the Dlaminis transformed part of their
home into a spaza shop offering everyday essentials such as bread, maize meal,
cooking oil, sugar, cold drinks, airtime, and household goods.
The shop mainly serves residents within the surrounding community, particularly lower-
to middle-income households who prefer purchasing in smaller, more affordable
quantities instead of bulk. Siyakhula also attracts learners, commuters, and pensioners
who value proximity and affordability. At present, the business employs three people—
both owners and a local assistant—thereby supporting neighbourhood employment.
Over time, Siyakhula Spaza Shop has cultivated customer loyalty by providing credit to
trusted buyers, keeping extended trading hours, and stocking brands familiar to the
community. Despite challenges such as increased competition from large retail chains
and rising supplier prices, the business has stayed competitive by emphasising
personalised service, strong community ties, and cultural understanding of its customer
base.
Question 2: Demography
(a) Definition and application of demographic segmentation
Demographic segmentation is a marketing approach that divides a population into
segments based on quantifiable characteristics such as age, gender, income,
education, occupation, household size, and stage of life (Kotler & Keller, 2016:145).
This form of segmentation allows businesses to understand their audience more
precisely and adjust their product range, services, and marketing strategies to specific
needs.
Assignment 1
Unique No:
Due 2025
, Marketing in Africa
Question 1: Background of the Selected SME/SMME
Siyakhula Spaza Shop is a family-run small business located in Katlehong, Gauteng. It
was founded in 2017 by Mr. and Mrs. Dlamini after Mr. Dlamini lost his factory job. To
sustain their livelihood and meet a local need, the Dlaminis transformed part of their
home into a spaza shop offering everyday essentials such as bread, maize meal,
cooking oil, sugar, cold drinks, airtime, and household goods.
The shop mainly serves residents within the surrounding community, particularly lower-
to middle-income households who prefer purchasing in smaller, more affordable
quantities instead of bulk. Siyakhula also attracts learners, commuters, and pensioners
who value proximity and affordability. At present, the business employs three people—
both owners and a local assistant—thereby supporting neighbourhood employment.
Over time, Siyakhula Spaza Shop has cultivated customer loyalty by providing credit to
trusted buyers, keeping extended trading hours, and stocking brands familiar to the
community. Despite challenges such as increased competition from large retail chains
and rising supplier prices, the business has stayed competitive by emphasising
personalised service, strong community ties, and cultural understanding of its customer
base.
Question 2: Demography
(a) Definition and application of demographic segmentation
Demographic segmentation is a marketing approach that divides a population into
segments based on quantifiable characteristics such as age, gender, income,
education, occupation, household size, and stage of life (Kotler & Keller, 2016:145).
This form of segmentation allows businesses to understand their audience more
precisely and adjust their product range, services, and marketing strategies to specific
needs.
