{"id":4561,"date":"2022-03-23T09:56:33","date_gmt":"2022-03-23T09:56:33","guid":{"rendered":"https:\/\/assignmenttask.com\/answers\/?p=4561"},"modified":"2022-10-12T11:35:28","modified_gmt":"2022-10-12T11:35:28","slug":"marketing-management-practice-assessment-answers","status":"publish","type":"post","link":"https:\/\/assignmenttask.com\/answers\/marketing-management-practice-assessment-answers\/","title":{"rendered":"Marketing Management Practice Assessment Answers"},"content":{"rendered":"

Case Study on Marketing Management Practice<\/strong><\/h2>\n

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SECTION A \u2013 CASE STUDY<\/strong><\/h3>\n

Read the following case study, as well as the content relating to the concept of \u2018influencer marketing\u2019, before answering the questions that follow.<\/p>\n

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Amazon comes to Africa<\/strong><\/h3>\n

During the course of 2020, international e-commerce giant, Amazon, began setting up warehouses in closer proximity to big cities in the US. The primary motive for doing so was to \u201cshave hours off delivery times\u201d and deliver on a same-day service delivery promise (Amazon, as cited by Dastin, 2020).<\/p>\n

Same-day delivery is a concept that was foreign to the South African market until online shopping surged due to lockdown restrictions. Contrast that with Amazon\u2019s capacity to deliver \u201cup to 3 million\u201d products a day (Dastin, 2020), South African e-commerce retailers should consider the threat of such excellent service, if Amazon were to arrive in Africa\u2026<\/p>\n

Fast forward to April 2021, and news has broken that Amazon will be setting up massive headquarters in the city of Cape Town in a brand-new property development that will have both office and retail space. The result: \u201ca base of operations on the African continent\u201d (Business Tech, 2021).<\/p>\n

Arguably, Takealot.com, a firm South African favourite in the e-commerce retail space, will likely be the most impacted by this development.<\/p>\n

A possible broader threat across e-commerce is referred to as \u201cThe Amazon Effect\u201d in which massive market disruption occurs due to the brand\u2019s dominance in the e-commerce space. More specifically in terms of local e-retail, speculation has been made about online retail launch, which historically has left \u201ccasualties along the way\u201d (Diphiko, 2021).<\/p>\n

While sources haven\u2019t revealed whether or not Amazon aim to take on same-day delivery in South Africa yet, the mere fact that South African consumers will be able to rely on the new distribution structure will make shopping online for product categories we usually get from the likes of Takealot.com a very different experience. Amazon is the one to watch for superior Fourth Industrial Revolution technology implementation, high levels of automation and retail tech.<\/p>\n

You have been assigned the role of Assistant to the Marketing Manager <\/strong>for Amazon South Africa. For the purposes of this assessment, you will imagine that Amazon has set up a new Instagram profile for the South African market and has gained a significant initial following.<\/p>\n

Considering that retail operations are not yet established in South Africa, the brand intends to use Instagram to conduct market research for future marketing planning.<\/p>\n

The marketing problem you will attempt to address via Instagram stories as the Assistant to the Marketing Manager is: Which product categories does the South African consumer want Amazon to make available?<\/p>\n

Assume that your marketing plan will be presented to the Marketing Manager and you will use the information gathered by answering the questions that follow to compile your presentation.<\/p>\n

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Question 1<\/u> Evaluating Consumer Segments<\/strong><\/h3>\n

Amazon\u2019s strategic focus for this marketing plan is on product categories that will be suitable for the local context<\/strong>. For broad market research, the different segments that the Marketing Manager has evaluated already are as follows:<\/p>\n