Analysis of the Retail Industry in South Africa 1

Topics: Marketing, Marketing plan, Marketing strategy Pages: 3 (631 words) Published: August 31, 2011
Question 1 (10 marks)

You are the Marketing Manager of a clothing company and need to formulate a marketing strategy for the business. Before starting the strategy planning process, you are required to discuss five marketing management philosophies. Motivate your discussion by identifying companies that make use of these approaches.

Question 2 (15 marks)
You are marketing your company (and products) to a Construction Company in South Africa. Discuss the decision-making process of organisational buyers in this sector that you need to contend with. Elaborate on the elements of the decision-making process and your response to these.

Question 3 (15 marks)

Hot Dog Café is a quintessentially South African success story. It is a fastfood franchise that currently operates through about 130 outlets located in various parts of South Africa. What makes this company so interesting is the fact that it has successfully challenged a series of widely held assumptions. That this was achieved within less than a decade, with limited start-up capital and a very small head office team, makes it even more impressive (Cant & Machado, 2009:78).

Hot Dog Café is now considering expanding its operations to the rest of Africa and Australia.

3.1 Discuss what might lead Hot Dog Café to consider expanding to Africa and globally. (5)

3.2 Identify and discuss typical factors that could affect the success of Hot Dog Café‘s expansion strategy. Make use of practical examples to support your discussion. (10)

Question 4 (60 marks)

Read the case study “Mr Price – priced to go” on page 70 of your prescribed book: Applied Strategic Marketing (Jooste et al., 2009).
It is evident that Mr Price is doing exceptionally well amongst other competitors in the retail sector. “...Mr Price is still a volume business. With sales of about R11 300/m2 it beats most. Moreover the chain needs less sales assistance per R100 000 worth of sales than any competitors”.


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