MNM3701
Assignment 1 Semester 1 2026
Unique number:
Due Date: March 2026
MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
TABLE OF CONTENTS
1 INTRODUCTION ...................................................................................................... 3
2 RESEARCH AND ANALYSIS OF THE CURRENT SITUATION .............................. 3
2.1 INTERNAL ENVIRONMENT .............................................................................. 3
2.1.1 Mission ........................................................................................................ 4
2.1.2 Resources ................................................................................................... 4
2.1.3 Business offering ......................................................................................... 6
RECOMMENDATIONS ................................................................................................ 6
2.2 EXTERNAL ENVIRONMENT ............................................................................. 7
2.2.1 Technological............................................................................................... 7
2.2.2 Competitive .................................................................................................. 8
2.2.3 Political ........................................................................................................ 9
Terms of use
2.2.4 Economic .....................................................................................................
By making use of this document you9agree to:
Use this document as a guide for learning, comparison and reference purpose,
Terms of use
Not to duplicate, reproduce and/or misrepresent the contents of this document as your own work,
By making use of this document you agree to:
Use this document
Fully accept the consequences
solely as a guide forshould you plagiarise
learning, reference,or and
misuse this document.
comparison purposes,
Ensure originality of your own work, and fully accept the consequences should you plagiarise or misuse this document.
Comply with all relevant standards, guidelines, regulations, and legislation governing academic and written work.
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is" without any express or
implied representations or warranties. The author accepts no responsibility or liability for any actions taken based on the
information contained within this document. This document is intended solely for comparison, research, and reference purposes.
Reproduction, resale, or transmission of any part of this document, in any form or by any means, is strictly prohibited.
, +27 81 278 3372
MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
TABLE OF CONTENTS
1 INTRODUCTION ...................................................................................................... 3
2 RESEARCH AND ANALYSIS OF THE CURRENT SITUATION .............................. 3
2.1 INTERNAL ENVIRONMENT .............................................................................. 3
2.1.1 Mission ........................................................................................................ 4
2.1.2 Resources ................................................................................................... 4
2.1.3 Business offering ......................................................................................... 6
RECOMMENDATIONS ................................................................................................ 6
2.2 EXTERNAL ENVIRONMENT ............................................................................. 7
2.2.1 Technological .............................................................................................. 7
2.2.2 Competitive.................................................................................................. 8
2.2.3 Political ........................................................................................................ 9
2.2.4 Economic ..................................................................................................... 9
RECOMMENDATIONS .............................................................................................. 10
2.3 SWOT ANALYSIS ............................................................................................ 11
RECOMMENDATIONS .............................................................................................. 13
3 ANALYSIS OF MARKETS AND CUSTOMERS ......................................................... 14
3.1 ANALYSIS OF MARKETS ............................................................................... 14
RECOMMENDATIONS .............................................................................................. 15
3.2 ANALYSIS OF CUSTOMERS .......................................................................... 16
RECOMMENDATIONS .............................................................................................. 17
4 CONCLUSION ........................................................................................................ 18
5 LIST OF REFERENCES ......................................................................................... 18
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is"
without any express or implied representations or warranties. The author accepts no responsibility or
liability for any actions taken based on the information contained within this document. This document is
intended solely for comparison, research, and reference purposes. Reproduction, resale, or transmission
of any part of this document, in any form or by any means, is strictly prohibited.
, +27 81 278 3372
MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
1. INTRODUCTION
G and E Automotive and Diagnostic is a mobile vehicle servicing business that does
not operate from a fixed workshop. The company travels to customers and offers
services such as minor and major vehicle servicing, vehicle diagnostics, fault finding,
and quality inspections. This marketing plan presents an understanding of the
market environment and explains the steps that can help the business achieve the
goals set by the marketing managers. Marketing plays an important role because it
helps the organisation align its activities with its business objectives and growth
plans. This portfolio builds on the first two assignments which introduced the
company and discussed the key parts of a marketing plan. It now explores the
business in greater detail by examining market segmentation, target customers,
positioning, marketing objectives, and the type of support needed to promote the
services. The plan also explains the marketing strategies, programmes, performance
measures, and implementation controls that can guide the business towards
practical and profitable marketing decisions.
2. RESEARCH AND ANALYSIS OF THE CURRENT SITUATION
Every business operates within internal and external environments that influence
how it functions. Internal factors are within the organisation’s control and include its
strengths and weaknesses. External factors exist outside the organisation and
cannot be controlled. These include opportunities that may help the business grow
and threats that may negatively affect its success.
.
2.1. INTERNAL ENVIRONMENT
The internal environment is those elements directly affecting the business through
daily activities. The mission of GEAD is as follows: To become successful and
always be a step ahead of our competitors, by being professional and
knowledgeable in all aspects within the motor industry (GEAD). The mission also
states that they try to achieve a fix right first time.
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is"
without any express or implied representations or warranties. The author accepts no responsibility or
liability for any actions taken based on the information contained within this document. This document is
intended solely for comparison, research, and reference purposes. Reproduction, resale, or transmission
of any part of this document, in any form or by any means, is strictly prohibited.
Assignment 1 Semester 1 2026
Unique number:
Due Date: March 2026
MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
TABLE OF CONTENTS
1 INTRODUCTION ...................................................................................................... 3
2 RESEARCH AND ANALYSIS OF THE CURRENT SITUATION .............................. 3
2.1 INTERNAL ENVIRONMENT .............................................................................. 3
2.1.1 Mission ........................................................................................................ 4
2.1.2 Resources ................................................................................................... 4
2.1.3 Business offering ......................................................................................... 6
RECOMMENDATIONS ................................................................................................ 6
2.2 EXTERNAL ENVIRONMENT ............................................................................. 7
2.2.1 Technological............................................................................................... 7
2.2.2 Competitive .................................................................................................. 8
2.2.3 Political ........................................................................................................ 9
Terms of use
2.2.4 Economic .....................................................................................................
By making use of this document you9agree to:
Use this document as a guide for learning, comparison and reference purpose,
Terms of use
Not to duplicate, reproduce and/or misrepresent the contents of this document as your own work,
By making use of this document you agree to:
Use this document
Fully accept the consequences
solely as a guide forshould you plagiarise
learning, reference,or and
misuse this document.
comparison purposes,
Ensure originality of your own work, and fully accept the consequences should you plagiarise or misuse this document.
Comply with all relevant standards, guidelines, regulations, and legislation governing academic and written work.
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is" without any express or
implied representations or warranties. The author accepts no responsibility or liability for any actions taken based on the
information contained within this document. This document is intended solely for comparison, research, and reference purposes.
Reproduction, resale, or transmission of any part of this document, in any form or by any means, is strictly prohibited.
, +27 81 278 3372
MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
TABLE OF CONTENTS
1 INTRODUCTION ...................................................................................................... 3
2 RESEARCH AND ANALYSIS OF THE CURRENT SITUATION .............................. 3
2.1 INTERNAL ENVIRONMENT .............................................................................. 3
2.1.1 Mission ........................................................................................................ 4
2.1.2 Resources ................................................................................................... 4
2.1.3 Business offering ......................................................................................... 6
RECOMMENDATIONS ................................................................................................ 6
2.2 EXTERNAL ENVIRONMENT ............................................................................. 7
2.2.1 Technological .............................................................................................. 7
2.2.2 Competitive.................................................................................................. 8
2.2.3 Political ........................................................................................................ 9
2.2.4 Economic ..................................................................................................... 9
RECOMMENDATIONS .............................................................................................. 10
2.3 SWOT ANALYSIS ............................................................................................ 11
RECOMMENDATIONS .............................................................................................. 13
3 ANALYSIS OF MARKETS AND CUSTOMERS ......................................................... 14
3.1 ANALYSIS OF MARKETS ............................................................................... 14
RECOMMENDATIONS .............................................................................................. 15
3.2 ANALYSIS OF CUSTOMERS .......................................................................... 16
RECOMMENDATIONS .............................................................................................. 17
4 CONCLUSION ........................................................................................................ 18
5 LIST OF REFERENCES ......................................................................................... 18
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is"
without any express or implied representations or warranties. The author accepts no responsibility or
liability for any actions taken based on the information contained within this document. This document is
intended solely for comparison, research, and reference purposes. Reproduction, resale, or transmission
of any part of this document, in any form or by any means, is strictly prohibited.
, +27 81 278 3372
MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
1. INTRODUCTION
G and E Automotive and Diagnostic is a mobile vehicle servicing business that does
not operate from a fixed workshop. The company travels to customers and offers
services such as minor and major vehicle servicing, vehicle diagnostics, fault finding,
and quality inspections. This marketing plan presents an understanding of the
market environment and explains the steps that can help the business achieve the
goals set by the marketing managers. Marketing plays an important role because it
helps the organisation align its activities with its business objectives and growth
plans. This portfolio builds on the first two assignments which introduced the
company and discussed the key parts of a marketing plan. It now explores the
business in greater detail by examining market segmentation, target customers,
positioning, marketing objectives, and the type of support needed to promote the
services. The plan also explains the marketing strategies, programmes, performance
measures, and implementation controls that can guide the business towards
practical and profitable marketing decisions.
2. RESEARCH AND ANALYSIS OF THE CURRENT SITUATION
Every business operates within internal and external environments that influence
how it functions. Internal factors are within the organisation’s control and include its
strengths and weaknesses. External factors exist outside the organisation and
cannot be controlled. These include opportunities that may help the business grow
and threats that may negatively affect its success.
.
2.1. INTERNAL ENVIRONMENT
The internal environment is those elements directly affecting the business through
daily activities. The mission of GEAD is as follows: To become successful and
always be a step ahead of our competitors, by being professional and
knowledgeable in all aspects within the motor industry (GEAD). The mission also
states that they try to achieve a fix right first time.
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is"
without any express or implied representations or warranties. The author accepts no responsibility or
liability for any actions taken based on the information contained within this document. This document is
intended solely for comparison, research, and reference purposes. Reproduction, resale, or transmission
of any part of this document, in any form or by any means, is strictly prohibited.
