MNM3701
Assignment 3 Semester 1 2026
Unique number:
Due Date: April 2026
MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
TABLE OF CONTENTS
1. INTRODUCTION ................................................................. Error! Bookmark not defined.
2. RESEARCH AND ANALYSIS OF THE CURRENT SITUATION.................................... 4
2.1 INTERNAL ENVIRONMENT............................................................................. 4
2.1.1 Mission........................................................................................................ 5
2.1.2 Resources ................................................................................................... 5
2.1.3 Business Offering........................................................................................ 7
RECOMMENDATIONS........................................................................................... 8
2.2 EXTERNAL ENVIRONMENT ........................................................................... 8
2.2.1 Technological .............................................................................................. 9
2.2.2 Competitive ................................................................................................. 9
2.2.3 Political Factors......................................................................................... 10
2.2.4 Economic Factors ..................................................................................... 10
2.2.4 Economic Factors ..................................................................................... 11
RECOMMENDATIONS......................................................................................... 12
Terms of use
2.3 SWOT ANALYSIS .......................................................................................... 12
By making use of this document you agree to:
2.3.1 Use this document as a guide for learning, comparison and reference
Strengths ................................................................................................. 13 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 ............................................ Error! Bookmark not defined.
2. RESEARCH AND ANALYSIS OF THE CURRENT SITUATION ............... 4
2.1 INTERNAL ENVIRONMENT ............................................................................ 4
2.1.1 Mission........................................................................................................ 5
2.1.2 Resources................................................................................................... 5
2.1.3 Business Offering ....................................................................................... 7
RECOMMENDATIONS .......................................................................................... 8
2.2 EXTERNAL ENVIRONMENT ........................................................................... 8
2.2.1 Technological.............................................................................................. 9
2.2.2 Competitive ................................................................................................. 9
2.2.3 Political Factors ........................................................................................ 10
2.2.4 Economic Factors ..................................................................................... 10
2.2.4 Economic Factors ..................................................................................... 11
RECOMMENDATIONS ........................................................................................ 12
2.3 SWOT ANALYSIS .......................................................................................... 12
2.3.1 Strengths ................................................................................................. 13
2.3.2 Weaknesses ............................................................................................ 13
2.3.3 Opportunities .......................................................................................... 13
2.3.4 Threats ..................................................................................................... 14
RECOMMENDATIONS ........................................................................................ 14
3. ANALYSIS OF MARKETS AND CUSTOMERS ...................................... 15
3.1 Analysis of Markets ...................................................................................... 15
RECOMMENDATIONS ........................................................................................ 16
3.2 ANALYSIS OF CUSTOMERS ........................................................................ 17
RECOMMENDATIONS ........................................................................................ 18
4. SEGMENTATION, TARGETING, AND POSITIONING ........................... 19
4.1 SEGMENTATION ........................................................................................... 19
4.1.1 Geographic Segmentation ..................................................................... 20
4.1.2 Demographic Segmentation .................................................................. 20
4.1.3 Psychographic Segmentation ............................................................... 21
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
RECOMMENDATIONS ........................................................................................ 21
4.2 TARGETING ................................................................................................... 22
RECOMMENDATIONS ........................................................................................ 22
4.3 POSITIONING ................................................................................................ 23
RECOMMENDATIONS ........................................................................................ 24
5. MARKETING PLAN DIRECTION, OBJECTIVES, AND MARKETING
SUPPORT ................................................................................................... 24
5.1 PLAN DIRECTION ......................................................................................... 24
RECOMMENDATIONS ........................................................................................ 25
5.2 SETTING MARKETING PLAN OBJECTIVES ............................................... 26
RECOMMENDATIONS ........................................................................................ 27
5.3 MARKETING SUPPORT ................................................................................ 27
RECOMMENDATIONS ........................................................................................ 28
6. MARKETING STRATEGIES AND PROGRAMS ..................................... 29
6.1 DEVELOPING A SERVICE AND BRAND STRATEGY ................................. 29
RECOMMENDATIONS ........................................................................................ 30
6.2 DEVELOPING A CHANNEL AND LOGISTICS STRATEGY ......................... 30
RECOMMENDATIONS ........................................................................................ 30
6.3 DEVELOPING A PRICING STRATEGY......................................................... 31
RECOMMENDATIONS ........................................................................................ 31
6.4 DEVELOPING A MARKETING COMMUNICATIONS AND INFLUENCE
STRATEGY .......................................................................................................... 31
RECOMMENDATIONS ........................................................................................ 32
7. PLAN METRICS AND IMPLEMENTATION CONTROL .......................... 32
7.1 PLANNING METRICS .................................................................................... 32
RECOMMENDATIONS ........................................................................................ 32
7.2 PLANNING FORECASTS, BUDGETS, AND SCHEDULES .......................... 33
RECOMMENDATIONS ........................................................................................ 33
7.3 CONTROLLING MARKETING PLAN IMPLEMENTATION ........................... 33
RECOMMENDATIONS ........................................................................................ 34
8. CONCLUSION......................................................................................... 34
REFERENCES ............................................................................................ 34
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
1. INTRODUCTION
G&E Automotive and Diagnostic (GEAD) is a mobile vehicle servicing company that
does not operate from a fixed workshop. The business provides services directly at
the customer’s location. These services include minor and major vehicle servicing,
vehicle diagnostics, fault detection, and general vehicle quality inspections. This
marketing plan gives a clear understanding of the current market environment in
which GEAD operates. It also explains the strategies and actions that will help the
company reach the goals set by its marketing managers. Marketing is important
because it connects the company’s long term strategy with its daily business
activities and customer needs.
This portfolio builds on the work completed in the first two assignments. The earlier
assignments introduced GEAD and explained the basic parts of its marketing plan. In
this section, attention is given to market segmentation, targeting, positioning,
marketing objectives, and marketing support activities. The discussion also presents
practical recommendations that can support the future growth of the company. The
aim of this marketing plan is to guide GEAD towards sustainable and profitable
development.
2. RESEARCH AND ANALYSIS OF THE CURRENT SITUATION
Every business functions within internal and external environments that affect how
well it performs. Internal factors are within the control of the organisation and include
its strengths and weaknesses. External factors lie outside the organisation and
create opportunities or threats that influence business success..
2.1 INTERNAL ENVIRONMENT
The internal environment consists of elements that directly affect the company’s daily
operations. GEAD’s mission is as follows:
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 3 Semester 1 2026
Unique number:
Due Date: April 2026
MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
TABLE OF CONTENTS
1. INTRODUCTION ................................................................. Error! Bookmark not defined.
2. RESEARCH AND ANALYSIS OF THE CURRENT SITUATION.................................... 4
2.1 INTERNAL ENVIRONMENT............................................................................. 4
2.1.1 Mission........................................................................................................ 5
2.1.2 Resources ................................................................................................... 5
2.1.3 Business Offering........................................................................................ 7
RECOMMENDATIONS........................................................................................... 8
2.2 EXTERNAL ENVIRONMENT ........................................................................... 8
2.2.1 Technological .............................................................................................. 9
2.2.2 Competitive ................................................................................................. 9
2.2.3 Political Factors......................................................................................... 10
2.2.4 Economic Factors ..................................................................................... 10
2.2.4 Economic Factors ..................................................................................... 11
RECOMMENDATIONS......................................................................................... 12
Terms of use
2.3 SWOT ANALYSIS .......................................................................................... 12
By making use of this document you agree to:
2.3.1 Use this document as a guide for learning, comparison and reference
Strengths ................................................................................................. 13 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 ............................................ Error! Bookmark not defined.
2. RESEARCH AND ANALYSIS OF THE CURRENT SITUATION ............... 4
2.1 INTERNAL ENVIRONMENT ............................................................................ 4
2.1.1 Mission........................................................................................................ 5
2.1.2 Resources................................................................................................... 5
2.1.3 Business Offering ....................................................................................... 7
RECOMMENDATIONS .......................................................................................... 8
2.2 EXTERNAL ENVIRONMENT ........................................................................... 8
2.2.1 Technological.............................................................................................. 9
2.2.2 Competitive ................................................................................................. 9
2.2.3 Political Factors ........................................................................................ 10
2.2.4 Economic Factors ..................................................................................... 10
2.2.4 Economic Factors ..................................................................................... 11
RECOMMENDATIONS ........................................................................................ 12
2.3 SWOT ANALYSIS .......................................................................................... 12
2.3.1 Strengths ................................................................................................. 13
2.3.2 Weaknesses ............................................................................................ 13
2.3.3 Opportunities .......................................................................................... 13
2.3.4 Threats ..................................................................................................... 14
RECOMMENDATIONS ........................................................................................ 14
3. ANALYSIS OF MARKETS AND CUSTOMERS ...................................... 15
3.1 Analysis of Markets ...................................................................................... 15
RECOMMENDATIONS ........................................................................................ 16
3.2 ANALYSIS OF CUSTOMERS ........................................................................ 17
RECOMMENDATIONS ........................................................................................ 18
4. SEGMENTATION, TARGETING, AND POSITIONING ........................... 19
4.1 SEGMENTATION ........................................................................................... 19
4.1.1 Geographic Segmentation ..................................................................... 20
4.1.2 Demographic Segmentation .................................................................. 20
4.1.3 Psychographic Segmentation ............................................................... 21
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
RECOMMENDATIONS ........................................................................................ 21
4.2 TARGETING ................................................................................................... 22
RECOMMENDATIONS ........................................................................................ 22
4.3 POSITIONING ................................................................................................ 23
RECOMMENDATIONS ........................................................................................ 24
5. MARKETING PLAN DIRECTION, OBJECTIVES, AND MARKETING
SUPPORT ................................................................................................... 24
5.1 PLAN DIRECTION ......................................................................................... 24
RECOMMENDATIONS ........................................................................................ 25
5.2 SETTING MARKETING PLAN OBJECTIVES ............................................... 26
RECOMMENDATIONS ........................................................................................ 27
5.3 MARKETING SUPPORT ................................................................................ 27
RECOMMENDATIONS ........................................................................................ 28
6. MARKETING STRATEGIES AND PROGRAMS ..................................... 29
6.1 DEVELOPING A SERVICE AND BRAND STRATEGY ................................. 29
RECOMMENDATIONS ........................................................................................ 30
6.2 DEVELOPING A CHANNEL AND LOGISTICS STRATEGY ......................... 30
RECOMMENDATIONS ........................................................................................ 30
6.3 DEVELOPING A PRICING STRATEGY......................................................... 31
RECOMMENDATIONS ........................................................................................ 31
6.4 DEVELOPING A MARKETING COMMUNICATIONS AND INFLUENCE
STRATEGY .......................................................................................................... 31
RECOMMENDATIONS ........................................................................................ 32
7. PLAN METRICS AND IMPLEMENTATION CONTROL .......................... 32
7.1 PLANNING METRICS .................................................................................... 32
RECOMMENDATIONS ........................................................................................ 32
7.2 PLANNING FORECASTS, BUDGETS, AND SCHEDULES .......................... 33
RECOMMENDATIONS ........................................................................................ 33
7.3 CONTROLLING MARKETING PLAN IMPLEMENTATION ........................... 33
RECOMMENDATIONS ........................................................................................ 34
8. CONCLUSION......................................................................................... 34
REFERENCES ............................................................................................ 34
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
1. INTRODUCTION
G&E Automotive and Diagnostic (GEAD) is a mobile vehicle servicing company that
does not operate from a fixed workshop. The business provides services directly at
the customer’s location. These services include minor and major vehicle servicing,
vehicle diagnostics, fault detection, and general vehicle quality inspections. This
marketing plan gives a clear understanding of the current market environment in
which GEAD operates. It also explains the strategies and actions that will help the
company reach the goals set by its marketing managers. Marketing is important
because it connects the company’s long term strategy with its daily business
activities and customer needs.
This portfolio builds on the work completed in the first two assignments. The earlier
assignments introduced GEAD and explained the basic parts of its marketing plan. In
this section, attention is given to market segmentation, targeting, positioning,
marketing objectives, and marketing support activities. The discussion also presents
practical recommendations that can support the future growth of the company. The
aim of this marketing plan is to guide GEAD towards sustainable and profitable
development.
2. RESEARCH AND ANALYSIS OF THE CURRENT SITUATION
Every business functions within internal and external environments that affect how
well it performs. Internal factors are within the control of the organisation and include
its strengths and weaknesses. External factors lie outside the organisation and
create opportunities or threats that influence business success..
2.1 INTERNAL ENVIRONMENT
The internal environment consists of elements that directly affect the company’s daily
operations. GEAD’s mission is as follows:
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.
