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ASSIGNMENT MEMORANDUM SUBJECT ASSIGNMENT : PRACTICE OF MARKETING (M2) MARKETING 2 (MAR202) : 2ND SEMESTER 2012
References are to the prescribed textbook: Jooste, C.J., Strydom, W.J., Berndt, A. & du Plessis, J.P., 2012. Applied Strategic Marketing. 4th ed. Heinemann. or the old edition Du Plessis, J.P., Jooste, C.J. & Strydom, W.J., 2009. Applied Strategic Marketing. 3rd ed. Heinemann. QUESTION 1 This question reflects on the analyses of the macro environment. (Jooste et al., 2012, Chapter 2; or Du Plessis et al., 2009, Chapter 2). The students have to identify FIVE trends in the macro environment that impact on micro breweries. A trend is something that changes in the macro environment, for example: Rise in disposable income Customers ...view middle of the document...
Marking Memorandum: 2nd Semester 2012 © IMM Graduate School of Marketing M2/MAR202
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NOTE: It is not possible to provide model answers. The students have total freedom to formulate their answers. QUESTION 2 2.1 
(See Jooste et al., 2012, pp.123-127; Du Plessis et al., 2009, pp.130-132.) Students can reflect on: Direct versus indirect competition Different levels of competition: o Similar products – micro brewers o Product category – alcoholic drinks o Satisfy same need – non-alcoholic drinks, e.g. soft drinks, fruit juices, bottled water o Same spending power – lotto, pre-paid airtime, food. Students are free to formulate their answers . (10)
Students have to reflect on the five competitive forces: See Jooste et al., 2012, Chapter 3; Du Plessis et al., 2009, Chapter 3.) Threat of new entrants Threat of substitutes Direct rivalry Power of suppliers Power of buyers. Mark allocation: 4 marks per force x 5 forces = 20 marks
QUESTION 3 (See Jooste et al., 2012, pp. 93-95; Du Plessis et al., 2009, pp. 71-72) Who are the current and potential customers? What do they do with the product/service? Where do they purchase the product/service? When do they purchase the product/service? Why and how do the customers select/prefer the organisation’s product/service? Why do potential customers not purchase/select the organisation’s product/service?
Students have freedom in formulating their answers. Examiners will assess each answer on its merits. 5 marks will be allocated for the answer to each question (6 x 5 marks = 30)
Marking Memorandum: 2nd Semester 2012
© IMM Graduate School of Marketing M2/MAR202