Page 1 of 2

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 search for value for money  Rise of black middle class  Rise of social media  Rising costs.  Environment protection/‘green industry’  Changing lifestyles  Changing role of women  New legislation  Consumer Protection Act  Changing needs of consumers. Each trend has to be discussed briefly and the student has to indicate what the impact and influence of the trend on the micro breweries industry are. Mark allocation:  Definition of trend (1 mark)  Impact of trend (2 marks)  Implications for marketing of micro breweries (3 marks)  5 trends x 6 marks = 30 marks.
Marking Memorandum: 2nd Semester 2012 © IMM Graduate School of Marketing M2/MAR202

[30]

Page 2 of 2

NOTE: It is not possible to provide model answers. The students have total freedom to formulate their answers. QUESTION 2 2.1 [30]

(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,