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ASSIGNMENT MEMORANDUM SUBJECT ASSIGNMENT : PRACTICE OF MARKETING (M2) MARKETING 2 (MAR202) : 1ST SEMESTER 2012
References are to the prescribed textbook: Du Plessis, J.P., Jooste, C.J., and Strydom, W.J., 2009. Applied Strategic Marketing. 3rd ed. Cape Town: Heinemann. QUESTION 1 SECTION 1  
This question reflects on the analysis of the macro environment (Du Plessis et al., 2009, Chapter 2). The students have to identify four trends in the macro and/or market environment that influence the chosen business. A trend is something that changes in the macro or market environment, for example: Rise in disposable income Customers search for value for money Entry of competitors Rising costs Environment protection/‘green industry’ Changing lifestyles Changing role of women New legislation Changing needs of consumers. Each trend has to be discussed briefly and student has to indicate what the influence/ impact of the trend on the franchise is. NOTE: It is not possible to provide model answers. The students have total freedom to formulate their answers. SECTION 2 Students have to reflect on: The competitive forces in the industry A general overview of the market © IMM Graduate School of Marketing M2 / MAR202
Marking Memorandum: 1st Semester 2012
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Overview of the different segments in the market Perform a market attractiveness/business position analysis.
See Du Plessis et al. (2009, Chapters 3 and 4). Students have freedom in formulating their answers. Examiners will assess each answer on its merits. SECTION 3 STRENGTHS Reputation for good quality furniture  WEAKNESSES Reactive attitude of H&M to exclusive market Capacity restrictions for export Poor service Take or leave attitude High prices Slow delivery COD policy Low level of brand awareness. THREATS Unemployment and high interest rates Professional and high income earners leaving the country Fierce...
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