, USE THIS DOCUMENT AS A GUIDE FOR ANSWERING YOUR QUESTIONS
MNM3702 ASSIGNMENT 1 SEMESTER 1 2026
ANSWERS
DUE DATE : 28 MARCH 2026
QUESTION 1
1(a) Management decision, management problem and marketing research problem
Management decision
Action First Funerals must decide how to improve customer awareness of its funeral services and
enhance the perception of affordability in order to increase the number of funeral plan subscribers and
remain competitive in the market. This decision is critical because funeral services are highly sensitive
and competitive, and customers tend to choose providers they are both aware of and perceive as
affordable, trustworthy, and reliable. Therefore, management needs to determine the most effective
strategies—such as promotional campaigns, pricing strategies, or service improvements—that will
attract and retain customers while ensuring long-term business sustainability.
Management problem
Action First Funerals is experiencing low customer awareness and limited uptake of its funeral plans
despite an increasing demand for funeral services in the market. This creates a significant business
challenge because even though the need for funeral services exists, potential customers are not
sufficiently aware of Action First Funerals or do not perceive its services as affordable or attractive
compared to competitors. As a result, the company is struggling to convert potential customers into
actual clients, which negatively impacts revenue, market share, and overall growth.
The management problem therefore centres on identifying how the company can increase visibility,
improve its value proposition, and address customer concerns regarding affordability and trust.
Marketing research problem
The marketing research problem is to determine customers’ awareness of Action First Funerals, their
perceptions of affordability, and the key factors influencing their choice of funeral service providers.
This involves investigating how familiar customers are with the brand, how they perceive its pricing and
value for money, and what drives their decision-making when selecting a funeral service.
Marketing research is necessary because management currently lacks sufficient information about
customer attitudes and behaviour. By collecting and analysing data on customer awareness, preferences,
and expectations, the company can reduce uncertainty and make informed decisions regarding
marketing strategies, pricing models, and service improvements.
1(b) Research objectives and research questions
MNM3702 ASSIGNMENT 1 SEMESTER 1 2026
ANSWERS
DUE DATE : 28 MARCH 2026
QUESTION 1
1(a) Management decision, management problem and marketing research problem
Management decision
Action First Funerals must decide how to improve customer awareness of its funeral services and
enhance the perception of affordability in order to increase the number of funeral plan subscribers and
remain competitive in the market. This decision is critical because funeral services are highly sensitive
and competitive, and customers tend to choose providers they are both aware of and perceive as
affordable, trustworthy, and reliable. Therefore, management needs to determine the most effective
strategies—such as promotional campaigns, pricing strategies, or service improvements—that will
attract and retain customers while ensuring long-term business sustainability.
Management problem
Action First Funerals is experiencing low customer awareness and limited uptake of its funeral plans
despite an increasing demand for funeral services in the market. This creates a significant business
challenge because even though the need for funeral services exists, potential customers are not
sufficiently aware of Action First Funerals or do not perceive its services as affordable or attractive
compared to competitors. As a result, the company is struggling to convert potential customers into
actual clients, which negatively impacts revenue, market share, and overall growth.
The management problem therefore centres on identifying how the company can increase visibility,
improve its value proposition, and address customer concerns regarding affordability and trust.
Marketing research problem
The marketing research problem is to determine customers’ awareness of Action First Funerals, their
perceptions of affordability, and the key factors influencing their choice of funeral service providers.
This involves investigating how familiar customers are with the brand, how they perceive its pricing and
value for money, and what drives their decision-making when selecting a funeral service.
Marketing research is necessary because management currently lacks sufficient information about
customer attitudes and behaviour. By collecting and analysing data on customer awareness, preferences,
and expectations, the company can reduce uncertainty and make informed decisions regarding
marketing strategies, pricing models, and service improvements.
1(b) Research objectives and research questions
