MNM3701
Assignment 3 Semester 1 2026
Unique number:
Due Date: March 2026
MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
TABLE OF CONTENTS
1. INTRODUCTION ....................................................................................... 4
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
DISCLAIMER & TERMS OF USE
Educational Aid: These study notes are intended to be used as educational resources and should not be seen as a
replacement for individual research, critical analysis, or professional consultation. Students are encouraged to perform
their own research and seek advice from their instructors or academic advisors for specific assignment guidelines.
Personal Responsibility: While every effort has been made to ensure the accuracy and reliability of the information in
these study notes, the seller does not guarantee the completeness or correctness of all content. The buyer is
responsible for verifying the accuracy of the information and exercising their own judgment when applying it to their
assignments.
Academic Integrity: It is essential for students to maintain academic integrity and follow their institution's policies
regarding plagiarism, citation, and referencing. These study notes should be used as learning tools and sources of
inspiration. Any direct reproduction of the content without proper citation and acknowledgment may be considered
academic misconduct.
Limited Liability: The seller shall not be liable for any direct or indirect damages, losses, or consequences arising from
the use of these notes. This includes, but is not limited to, poor academic performance, penalties, or any other negative
consequences resulting from the application or misuse of the information provided.
, For additional support +27 81 278 3372
MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
TABLE OF CONTENTS
1. INTRODUCTION ....................................................................................... 4
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 ............................................................... 20
, For additional support +27 81 278 3372
RECOMMENDATIONS ........................................................................................ 21
4.2 TARGETING ................................................................................................... 21
RECOMMENDATIONS ........................................................................................ 22
4.3 POSITIONING ................................................................................................ 22
RECOMMENDATIONS ........................................................................................ 23
5. MARKETING PLAN DIRECTION, OBJECTIVES, AND MARKETING
SUPPORT ................................................................................................... 23
5.1 PLAN DIRECTION ......................................................................................... 24
RECOMMENDATIONS ........................................................................................ 24
5.2 SETTING MARKETING PLAN OBJECTIVES ............................................... 25
RECOMMENDATIONS ........................................................................................ 26
5.3 MARKETING SUPPORT ................................................................................ 26
RECOMMENDATIONS ........................................................................................ 27
6. MARKETING STRATEGIES AND PROGRAMS ..................................... 28
6.1 DEVELOPING A SERVICE AND BRAND STRATEGY ................................. 28
RECOMMENDATIONS ........................................................................................ 29
6.2 DEVELOPING A CHANNEL AND LOGISTICS STRATEGY ......................... 29
RECOMMENDATIONS ........................................................................................ 30
6.3 DEVELOPING A PRICING STRATEGY......................................................... 30
RECOMMENDATIONS ........................................................................................ 30
6.4 DEVELOPING A MARKETING COMMUNICATIONS AND INFLUENCE
STRATEGY .......................................................................................................... 31
RECOMMENDATIONS ........................................................................................ 31
7. PLAN METRICS AND IMPLEMENTATION CONTROL .......................... 31
7.1 PLANNING METRICS .................................................................................... 31
RECOMMENDATIONS ........................................................................................ 32
7.2 PLANNING FORECASTS, BUDGETS, AND SCHEDULES .......................... 32
RECOMMENDATIONS ........................................................................................ 32
7.3 CONTROLLING MARKETING PLAN IMPLEMENTATION ........................... 33
RECOMMENDATIONS ........................................................................................ 33
8. CONCLUSION......................................................................................... 33
REFERENCES ............................................................................................ 34
, For additional support +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:
Assignment 3 Semester 1 2026
Unique number:
Due Date: March 2026
MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
TABLE OF CONTENTS
1. INTRODUCTION ....................................................................................... 4
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
DISCLAIMER & TERMS OF USE
Educational Aid: These study notes are intended to be used as educational resources and should not be seen as a
replacement for individual research, critical analysis, or professional consultation. Students are encouraged to perform
their own research and seek advice from their instructors or academic advisors for specific assignment guidelines.
Personal Responsibility: While every effort has been made to ensure the accuracy and reliability of the information in
these study notes, the seller does not guarantee the completeness or correctness of all content. The buyer is
responsible for verifying the accuracy of the information and exercising their own judgment when applying it to their
assignments.
Academic Integrity: It is essential for students to maintain academic integrity and follow their institution's policies
regarding plagiarism, citation, and referencing. These study notes should be used as learning tools and sources of
inspiration. Any direct reproduction of the content without proper citation and acknowledgment may be considered
academic misconduct.
Limited Liability: The seller shall not be liable for any direct or indirect damages, losses, or consequences arising from
the use of these notes. This includes, but is not limited to, poor academic performance, penalties, or any other negative
consequences resulting from the application or misuse of the information provided.
, For additional support +27 81 278 3372
MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
TABLE OF CONTENTS
1. INTRODUCTION ....................................................................................... 4
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 ............................................................... 20
, For additional support +27 81 278 3372
RECOMMENDATIONS ........................................................................................ 21
4.2 TARGETING ................................................................................................... 21
RECOMMENDATIONS ........................................................................................ 22
4.3 POSITIONING ................................................................................................ 22
RECOMMENDATIONS ........................................................................................ 23
5. MARKETING PLAN DIRECTION, OBJECTIVES, AND MARKETING
SUPPORT ................................................................................................... 23
5.1 PLAN DIRECTION ......................................................................................... 24
RECOMMENDATIONS ........................................................................................ 24
5.2 SETTING MARKETING PLAN OBJECTIVES ............................................... 25
RECOMMENDATIONS ........................................................................................ 26
5.3 MARKETING SUPPORT ................................................................................ 26
RECOMMENDATIONS ........................................................................................ 27
6. MARKETING STRATEGIES AND PROGRAMS ..................................... 28
6.1 DEVELOPING A SERVICE AND BRAND STRATEGY ................................. 28
RECOMMENDATIONS ........................................................................................ 29
6.2 DEVELOPING A CHANNEL AND LOGISTICS STRATEGY ......................... 29
RECOMMENDATIONS ........................................................................................ 30
6.3 DEVELOPING A PRICING STRATEGY......................................................... 30
RECOMMENDATIONS ........................................................................................ 30
6.4 DEVELOPING A MARKETING COMMUNICATIONS AND INFLUENCE
STRATEGY .......................................................................................................... 31
RECOMMENDATIONS ........................................................................................ 31
7. PLAN METRICS AND IMPLEMENTATION CONTROL .......................... 31
7.1 PLANNING METRICS .................................................................................... 31
RECOMMENDATIONS ........................................................................................ 32
7.2 PLANNING FORECASTS, BUDGETS, AND SCHEDULES .......................... 32
RECOMMENDATIONS ........................................................................................ 32
7.3 CONTROLLING MARKETING PLAN IMPLEMENTATION ........................... 33
RECOMMENDATIONS ........................................................................................ 33
8. CONCLUSION......................................................................................... 33
REFERENCES ............................................................................................ 34
, For additional support +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:
