, PLEASE USE THIS DOCUMENT AS A GUIDE TO ANSWER YOUR ASSIGNMENT
QUESTION 1
a) Identify ONE critical management decision currently facing Action First Funerals.Translate
this into ONE management problem (2 marks) and ONE marketing research problem (2 marks).
Critical Management Decision
A critical management decision currently facing Action First Funerals is whether to invest significant
resources into developing a formal social media marketing strategy to increase brand visibility and
client engagement, or to continue relying on traditional marketing methods such as pamphlets,
branded uniforms, and word-of-mouth.
Management Problem
The management problem is to determine the most effective and efficient marketing communication
mix to increase market share and brand awareness among its target audience in Thembisile Hani and
surrounding areas (Niewenhuizen, 2024).
Marketing Research Problem
The marketing research problem is to investigate the role and effectiveness of social media
marketing in influencing the funeral service selection process among the target market, and to assess
the level of consumer awareness of Action First Funerals' brand and services (Wiid & Diggines,
2024).
b) Based on the marketing research problem identified in question 1a, develop three research
objectives (3 marks) and three corresponding research questions (3 marks).
Research Objectives
Based on the marketing research problem, the following research objectives have been developed:
To determine the extent of social media usage and the preferred platforms for receiving
service-related information among the target market (Wiid & Diggines, 2024).
To assess the current level of brand awareness and the primary sources of information (e.g.,
word-of-mouth, pamphlets, social media) that consumers use when choosing a funeral service
provider (Niewenhuizen, 2024).
To identify the key factors (e.g., pricing, comprehensive services, counselling, grave marks)
that influence consumer preference and selection of a funeral home in the Thembisile Hani
Municipal District (Wiid & Diggines, 2024).
QUESTION 1
a) Identify ONE critical management decision currently facing Action First Funerals.Translate
this into ONE management problem (2 marks) and ONE marketing research problem (2 marks).
Critical Management Decision
A critical management decision currently facing Action First Funerals is whether to invest significant
resources into developing a formal social media marketing strategy to increase brand visibility and
client engagement, or to continue relying on traditional marketing methods such as pamphlets,
branded uniforms, and word-of-mouth.
Management Problem
The management problem is to determine the most effective and efficient marketing communication
mix to increase market share and brand awareness among its target audience in Thembisile Hani and
surrounding areas (Niewenhuizen, 2024).
Marketing Research Problem
The marketing research problem is to investigate the role and effectiveness of social media
marketing in influencing the funeral service selection process among the target market, and to assess
the level of consumer awareness of Action First Funerals' brand and services (Wiid & Diggines,
2024).
b) Based on the marketing research problem identified in question 1a, develop three research
objectives (3 marks) and three corresponding research questions (3 marks).
Research Objectives
Based on the marketing research problem, the following research objectives have been developed:
To determine the extent of social media usage and the preferred platforms for receiving
service-related information among the target market (Wiid & Diggines, 2024).
To assess the current level of brand awareness and the primary sources of information (e.g.,
word-of-mouth, pamphlets, social media) that consumers use when choosing a funeral service
provider (Niewenhuizen, 2024).
To identify the key factors (e.g., pricing, comprehensive services, counselling, grave marks)
that influence consumer preference and selection of a funeral home in the Thembisile Hani
Municipal District (Wiid & Diggines, 2024).
