MNM2604 Business to Business Marketing

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Assignment Details:

Words: 3500

INTRODUCTION

You must provide an introduction for your assignment and highlight issues that will be discussed in the study.

QUESTION 1

Marketing communication elements

1.1 Provide theory discussion on the following marketing communication elements

1.1.1 social media

1.1.2 Sales promotions

1.1.3 Advertising

1.2 Practical application

Provide practical application of the 3 marketing communication elements to the case study.

QUESTION 2

Value chain and relationship management

2.1

2.1.1 Transactional relationship

Provide theory discussion

2.1.2 Collaborative relationship

Provide theory discussion

2.2 Select correct relationship strategy used by Mss K and provide practical application

QUESTION 3

Business development and planning

3.1

3.1.1 Differentiation strategy

Provide theory discussion

3.1.2 Focus strategy

Provide theory discussion

3.2 Provide practical application on differentiation and focus strategies, indicate how Miss K used the two strategies on the case study

CONCLUSION

Provide a conclusion to summarise this assignment.

REFERENCES

Use the Harvard referencing system and ensure that you have in-text references for each source you use. Please ensure that each reference is listed completely, that the list of references is in alphabetical format and each reference listed here is indicated in-text and vice versa. Refer to the CEMS Harvard referencing guide that is available on myUnisa.

Or follow the link for more information: http://libguides.unisa.ac.za/CEMSHarvard

INTRODUCTION

This document contains the assessment questions for Assignment 04 of MNM2604. This is a written assignment that contributes to your final mark for the module.

ASSIGNMENT STANDARD AND STRUCTURE

Your assignment must be a neat, academic document. Follow the instructions provided closely to ensure that your assignment meets the prescribed technical standard and reflects the prescribed structure.

Technical standard

Take note of the following instructions regarding the technical standard of the assignment:

• This is an individual assignment (in other words, no group work is allowed).

• The length limitation of the content is four pages. You will be penalised if you write fewer or more than four pages (excluding the cover page, the signed declaration, and the list of references).

• Type your assignment in Arial 11, black font.

• Use 1,5 line spacing.

• Set the language in Microsoft Word to English UK or SA.

• Your discussion and justification should be based on the Miss K Ice Cream Foods case study in this document.

• All sources that you consult should be fully referenced. If you do not phrase the discussion in your own words, the work submitted will be regarded as plagiarism. You may not, under any circumstances, copy and paste text verbatim from any source into your assignment.

• If you read and research beyond the prescribed books, you will receive marks for extra research conducted. Lack of in-text referencing will be penalized.

ADDENDUM A – ASSIGNMENT 04

ASSIGNMENT 04 – COMPULSORY – contributes to your final mark

Be sure to use the correct unique number when you submit this assignment.

Due date	Unique number
27 May 2022	607803

To complete this assignment, you need to study units 3, 8 and 9 in the study guide and the relevant pages in the prescribed book. You also need to read the Miss K Ice Cream Foods case study, adapted from the textbook Contemporary Retail and Marketing Case Studies (2nd edition).

Study the short case study and answer the assignment questions.

Miss K Ice Cream Foods

40Foods Distributors (Pty) Ltd was registered in August 2012 in Durban with the aim of providing fun and progressive solutions to a nutritional concern based on maintaining good health through and adequate intake of nutrients. The company`s first and only product range is Miss K Ice Cream Foods, a fortified ice cream that offers approximately 12-15% per serving of a child`s daily vitamin and nutrients requirements. The addition of protein, fibre and probiotics make this a very functional product whilst still appealing to the senses and delight of ice cream. The company intends distributing into both local and international markets while staying ahead of global trends and capitalising on market gaps, whilst remaining agile and unencumbered.

Miss K Ice Cream Foods is a fun and patriotic home brand, providing nutritional content unparalleled by any other ice brand in the market. The company`s situational analysis is interesting. Its strengths include strong team members, unique and quality products, superior skills, strong business partners, strong capital outlay, international standard products, and social conscious products. While its weaknesses are no established business network, limited marketing resources, expensive point of sale, high operational costs, and limited budget. The opportunities include possible partnerships with big corporations, high demand for nutritional products and consumers` healthy wellness lifestyle. The company`s weaknesses are inability to defend patent, restricted supply of additives, power shortages and increased costs of goods.

The value of the ice cream market in South Africa is around 1.4 billion rands, broken into four primary categories: impulse, tubs, multi packs and soft serve. The standard ice cream currently on the market is considered to be the direct competitor to Miss K Ice Cream brand and the indirect competitors are made up of frozen yoghurt products such as Wakaberry and Marcels. The targeted customers are young mothers aged between 28-40, educated with high disposable income and with LSM 6-8. Promotion of the company`s products to its targeted customers is done through social media platforms such as Facebook, Pinterest, and Twitter and in several printed media such as Get It magazine and Mum`s Mail. The company has gained leverage in these magazines by offering free products for give-away through an effective public relations company – Tenandcompany.com.

Miss K used food markets to introduce its products through tastings where it had retail presence and customers who sampled the products were encouraged to go to stores to find the products. Beachfront activation takes place during holiday season where 30 ml samples are handed out to beach revellers. The company used a market stall to display tubs and brochures showing stores where products can be bought were made available. The company also used a vintage caravan with retro style fitted to serve as mobile food vending operation at markets, events, and weddings. Miss K also run in-store promotions with the company incur the largest marketing spend, using ‘milk maid’ uniforms to create cut-through in the retail space. The company uses branded cooler boxes and small 35 ml sample containers with a wooden spoon in these activities.

Miss K products are sold in the soft serve format at food markets, while the 70 ml and 125 ml tubs are sold to the impulse market segments at schools, kids` parties, on the beach front and through distributors dedicated to the supply of children`s foods. The company also concentrates on the retail base of Spar supermarkets due to the retailer`s openness to work with home-grown brands. Distribution is handled by a subcontract manufacturer called Hubertos, an established company in Kwazulu-Natal. The partnership with Hubertos includes preferential manufacturing costs and distribution and brings the Miss K brand into the bigger fold.

Write a four-page report with the focus on the following topics:

QUESTION 1

Marketing communication elements. Provide a discussion on the following marketing communication tools: social media, sales promotions, and advertising (2 marks each for theoretical discussion of communication tools) and elaborate how Miss K utilized these elements on the case study (2 marks each for practical application). Refer to learning unit 8 in the study guide and relevant textbook sections. (1 page required)

QUESTION 2

Value Chain and relationship management. Distinguish between transactional and collaborative relationships (3 marks each for theoretical discussion). Select the relationship strategy that was adopted by Miss K and elaborate based on the case study (3 marks for practical application). Refer to learning unit 9 in the study guide and relevant textbook sections. (1 page required).

QUESTION 3

Business development and planning. Discuss the two following types of competitive strategies: differentiation strategy and focus strategy (3 marks each for theory discussion). Indicate how Miss K employed the two strategies in the case study (3 marks each for practical application). Refer to learning unit 3 in the study guide and relevant textbook sections. (1 page required).

Remember to include an introduction in which you provide the reason why the report is needed, followed by an indication of the main topics that are discussed in the report (1/2 page). Lastly, provide a conclusion in which you highlight the most important points discussed in the assignment (1/2 page).

Only a PDF file will be accepted. Therefore, you need to convert a file that is in Microsoft Word or another format to PDF.

ADDENDUM B – MARKING RUBRIC FOR ASSIGNMENT 04

MARKING RUBRIC: ASSIGNMENT 04

Introduction

0–2 marks

3 marks

4 marks

o Summary of background information on the case study

o Reason why the report is prepared

o Main topics discussed in the report

Vague or no background on the case study / the reason why the report is prepared / the main topics discussed in the report

Provided sufficient information on the case study / the reason why the report is prepared / the main topics discussed in the report

Provided comprehensive information on the case study / the reason why the report is prepared / the main topics discussed in the report

Comments

Marketing communication elements

0–4marks

5–8 marks

9–12 marks

Mark

o Theory discussion of marketing communication tools

o Practical Application from the case study

· No theory discussion of marketing communication tools

· No practical application of communication tools on the case study

· No understanding of theory and no practical application

· Insufficient/ poor theory discussion of marketing communication tools

· Poor/ inadequate practical application of marketing communication tools to case study

· Discussion of marketing communication tools is correct and detailed

· Excellent understanding of the theory and practical application to the case study

Comments

Value chain and relationship management	0–3 marks	4–6 marks	7–9 marks	Mark
o Theory discussion of transaction and collaborative relationships o Practical application of theory to the case study	· No theory discussion of transaction and collaborative relationships · No practical application of theory to the case study · Incorrect selection of relationship strategy used in the case study · Clearly does not understand the theory and practical application	· Insufficient/ poor theory discussion of transactional and collaborative relationships · Poor/ inadequate practical application of the selected relationship strategy to the case study	· Relationship strategies are discussed in detail · Excellent understanding of theory and practical application to the case study	9
Comments
Business development and planning	0–4 marks	5–8 marks	9–12 marks	Mark
o Theory discussion of differentiation and focus strategies o Practical application theory to the case study	· No theory discussion of differentiation and focus strategies · No practical application of theory to the case study · No understanding of theory and practical application	· Insufficient/ poor theory discussion of differentiation and focus strategies · Poor/ inadequate practical application differentiation and focus strategies to the case study	· The discussion of differentiation and focus strategies is detailed · Excellent understanding of theory and practical application to the case study	12

Conclusion		0–2 mark	3 marks	4 marks
o Highlight the most important points		· No points highlighted	· Points highlighted are not clear enough	· Points highlighted are clear	4

Bibliography		0-2 marks	3 marks	4 marks
o Record Bibliography according to Harvard referencing technique		· No bibliography on the assignment · All reference sources recorded not used in the assignment · All reference sources not recorded according to Harvard referencing · No understanding of bibliography · References not recorded alphabetically	· Some references sources not recorded in line with Harvard referencing · Some reference sources not used in the assignment · Did not adhere to required number of references (5 sources)	· All reference sources used in the assignment recorded under bibliography · All reference sources recorded in line with Harvard referencing · All reference sources listed in line with Harvard referencing · Adhered to required number of references (5 sources)	4

Technical aspects
	The length limitation is four pages. You will be penalised if you write fewer or more than four pages (excluding the cover page, the declaration, and the list of references).
	Typed in Arial 11; 1,5 line spacing
	Your discussion and justification/reasons should be linked to the Imperial Logistics case study.
	You may not, under any circumstances, copy and paste text verbatim from any source into your assignment.
	All sources that you consult should be fully referenced. If you do not phrase the discussion in your own words, the work submitted will be regarded as plagiarism.
Comments

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