Module
Marketing and Sales Management
MSMA01-9
(NQF LEVEL 9)
FORMATIVE ASSESSMENT – ASSIGNMENT
. MSMA01-9 Assignment April 2018 Page 1 of 9
Assignment (MSMA01-9/S1 06/2018)
Assignment code: Assignment 1 (MSMA01-9/S1 06/18)
Assignment due date: 3 April 2018
Exam date: 1 June 2018
Please note that this assignment (3 April 2018) is directly linked to the exam being written on 1 June 2018 and should only be completed and submitted if you are writing your exam on this date.
Total: 100 marks
Note to student: You will be penalised for the copying of theory without explanation/application to the scenario provided. You should use the theory in support of your own answer. Non-application will result in a zero mark being awarded.
Also note: 8% of this assignment will be allocated to technical care, as per the marking rubric indicated at the end of the assignment.
SECTION A (100 MARKS) – POPEYE’S CHICKEN AND BISCUITS
Read the case study below as background to your assignment.
Familiarise yourself with additional reading on current activities related to Popeye’s Chicken and Biscuits franchise and franchising in general.
Popeye’s Louisiana kitchen is coming to South Africa
Founded in Atlanta in 1992 as AFC Enterprises, Inc., the company is a developer, operator and franchisor of quick-service restaurants (“QSRs” or “restaurants”) under the trade name Popeyes® Louisiana Kitchen and Popeyes® Chicken & Biscuits. In January 2014, AFC Enterprises, Inc. changed its corporate name to Popeyes Louisiana Kitchen, Inc. and is traded on Nasdaq under the ticker symbol “PLKI”. © Milpark Education Marketing and Sales Man. MSMA01-9 Assignment April 2018 Page 2 of 9
Popeye’s profile
The Popeyes® brand was founded in New Orleans, Louisiana in 1972 and is the world’s second largest quick-service chicken concept (based on the number of units). Within the QSR industry, Popeyes distinguishes itself with a unique New Orleans-style menu that features spicy chicken, chicken tenders, fried shrimp and other seafood, as well as jambalaya, red beans and rice and other regional items. Popeyes is a highly differentiated QSR brand with a passion for its Louisiana heritage and flavourful, authentic food. Popeyes serves food the world craves and is continuing to expand its global reach. The company operates and franchises over 2 000 Popeyes restaurants worldwide. Of the 1 600 domestic franchised restaurants, approximately 70% are concentrated in Texas, California, Louisiana, Florida, Illinois, Maryland, New York, Georgia, Virginia and Mississippi. Of the nearly 400 international franchised restaurants, approximately 55% are located in Korea, Canada and Turkey. More than 90% of the company-operated restaurants are concentrated in Louisiana and Tennessee.
Business strategy
The company’s business strategy, announced at the beginning of 2008, capitalises on its strengths as a highly franchised restaurant system. The model provides diverse and reliable earnings with steady cash flow, and relatively low capital spending requirements. Over the last five years, the cash flow produced by the model has primarily been used to pay down debt and repurchase stock to enhance shareholder value.
The strategy is built on the foundation of aligning and collaborating with the company’s stakeholders, and is focused on the five pillars of the strategic plan listed below. The company believes that its execution of these proven strategies will continue to deliver positive results, making Popeyes more competitive and better positioned to gain market share and accelerate long-term growth.
The company has built a strong foundation for its domestic business. Going forward, its initiatives will remain focused on the same five successful strategies: create a culture of servant leaders, build a distinctive brand, run great restaurants, grow restaurant profits, and accelerate quality restaurants. It will build on this success by using the same strategic roadmap for its international business, including making investments that it believes will help drive guest traffic, improve guest satisfaction, and strengthen unit economics. This is the essential foundation for accelerating unit growth around the globe. © Milpark Education Marketing and Sales Man. MSMA01-9 Assignment April 2018 Page 3 of 9
The company’s strategic plan focuses on the five pillars below, which management believes are proven strategies for growing a high-performance restaurant chain.
1. Create a culture of servant leaders – Create a culture so engaging that you cannot wait to work at Popeyes.
2. Build a distinct brand – Offer a distinctive brand and menu with superior food at affordable prices.
3. Create memorable experiences – Create a service experience so good that you cannot wait to go back to Popeyes.
4. Grow restaurant profits – Reduce restaurant operating costs and increase restaurant profitability, while maintaining excellent food quality for guests.
5. Accelerate quality restaurants – Build more restaurants across the USA and abroad with superior profits and investment returns.
Source: Popeyes Franchising. 2017. About Popeyes®. [Online] Available from: http://company.popeyes.com/franchise/
[Accessed: 21 June 2017].
Question 1 (46 marks)
Popeye’s Chicken & Biscuits will be coming to South Africa, but with limited knowledge of the local market.
The new franchisor approaches you, as a local marketing expert, to identify an appropriate target market for the brand ahead of its arrival in the South African market.
Conduct and develop a market segmentation, targeting and positioning strategy (of no more than 2 500 words) for the new franchise brand. Include benchmarks against comparative international models.
Requirements:
Your suggested approach must be written academically, with an introduction, body and conclusion. Include a minimum of three academic sources with appropriate references to show evidence of the research you completed.
© Milpark Education Marketing and Sales Man. MSMA01-9 Assignment April 2018 Page 4 of 9
Your market segmentation, targeting and positioning strategies should include, but are not exclusively limited to, the following:
• Situational analysis: identify the organisation’s current position, capabilities, objectives and constraints.
• Market segmentation: identify the segmentation variables, segment the market and develop profiles for each segment.
• Market targeting: evaluate the potential and attractiveness of each segment and select the most appropriate target segment(s).
• Product positioning: identify the positioning concept within each target segment and select and develop the appropriate positioning concept.
• The marketing mix: develop each of the marketing mix elements.
Required reading:
Ashtons Franchise Consulting. 2017. Reasons for franchising your business. [Online] Available from:
https://www.ashtonsfranchise.com/reasons-to-franchise-your-business [Accessed: 15 June 2017].
British Franchise Association. 2017. Advantages and disadvantages of franchising.
[Online] Available from:
http://www.thebfa.org/join-a-franchise/advantages-and-disadvantages-of-franchising
[Accessed: 28 June 2017].
Brand Positioning Standards. 2017. What is brand positioning?
[Online] Available from:
https://aytm.com/blog/research…/brand-positioning-standards-and-practices-part-1/
[Accessed: 25 June 2017].
Entrepreneur. 2017. Franchising.
[Online] Available from:
https://www.entrepreneur.com/encyclopedia/franchising
[Accessed: 19 June 2017].
Hanlon, A. 2017. The segmentation, targeting and positioning model – smart insights.
[Online] Available from: © Milpark Education Marketing and Sales Man. MSMA01-9 Assignment April 2018 Page 5 of 9

[Accessed: 13 June 2017].
Marketing Consulting. 2017. Brand positioning strategy – equibrand.
[Online] Available from:

[Accessed: 20 June 2017].
MSG. N.d. Difference between market segmentation, targeting and positioning. [Online] Available from:
http://www.managementstudyguide.com/marketing-segmentation-targeting-positioning.htm
[Accessed: 18 November 2017].
The Best Business Model for Brand Growth. N.d. Franchising vs licensing.
[Online] Available from:
https://www.franchisemarketingsystems.com/…/franchising-or-licensing-the-best-busi
[Accessed: 23 June 2017].
Question 2 (46 marks)
Popeyes’ Chicken & Biscuits further contracts you to construct and develop a social media marketing campaign (of no more than 2 500 words) to promote its brands in the local South African market.
Requirements:
Your suggested campaign must be written academically, with an introduction, body and conclusion. Include a minimum of three academic sources with appropriate references to show evidence of the research you completed.
Your social media marketing campaign should include, but is not exclusively limited to, the following:
• The importance of using social media marketing in the fast-food franchise industry © Milpark Education Marketing and Sales Man. MSMA01-9 Assignment April 2018 Page 6 of 9
• The campaign should be integrated into the marketing strategy and have its own objectives
• An indication of a selection of social media choices
• A method for monitoring the ROI
• A dashboard for corrective actions and longevity of the campaign
• An evaluation of the mediums available and the reason for their selection, i.e. an evaluation of their suitability in supporting your campaign objectives
• A proposed method to review the effectiveness of the selected platforms.
Required reading:
Evan LePage. N.d. How to create a social media marketing plan in 6 steps. [Online] Available from:
https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/
[Accessed: 20 July 2017].
Entrepreneur. 2017. 10 social media marketing strategies for companies. [Online] Available from:
https://www.entrepreneur.com/article/293321
[Accessed: 16 August 2017].
Entrepreneur. 2017. Social media marketing.
[Online] Available from:
https://www.entrepreneur.com/topic/social-media-marketing
[Accessed: 20 July 2017].
Foreman, C. 2016. 10 types of social media and how each can benefit your business.
[Online] Available from:
https://blog.hootsuite.com/types-of-social-media/
[Accessed: 19 August 2017].
Hemley, D. 2013. How to design a social media campaign: social media examiner.
[Online] Available from:

[Accessed: 28 August 2017].
Unmetric. N.d. The marketer’s ultimate to guide social media campaigns.
[Online] Available from: © Milpark Education Marketing and Sales Man. MSMA01-9 Assignment April 2018 Page 7 of 9
https://unmetric.com/ultimate-social-media-campaigns-guide
[Accessed: 31 August 2017]. © Milpark Education Marketing and Sales Man. MSMA01-9 Assignment April 2018 Page 8 of 9
Technical care marking rubric:
REQUIREMENT
WEIGHT
SCALE 1
SCALE 2
SCALE 3
SCALE 4
SCALE 5
SCALE 6
NR
SECTION A and B:
Preparation criteria
0
25
40
60
75
90
1
The answers for Question 1 and 2 are properly structured (introduction, core discussion and conclusion).
2%
There is no structure in the answer. It is impossible to follow.
There is insufficient structure in the answer and it is almost impossible to follow.
The answer is poorly structured and difficult to follow.
The answer has been structured, but a more formal approach would have made it easier to follow.
The answer is properly structured with an introductory part, a core discussion and a conclusion.
The answer is presented in an excellent structure and is a pleasure to read.
2
The text has been properly edited and academically written (no language and spelling mistakes).
2%
There is no evidence that the text has been edited.
There is little evidence of editing of the text.
The text has not been edited properly and contains many language and/or spelling mistakes.
The text needs some editing. It contains some grammar and/or spelling mistakes.
The text has been properly edited and contains no grammar and/or spelling mistakes.
The text is an example of excellent writing and formulation.
3
A sufficient number of sources is included and sources have been correctly referenced (according to the Milpark Reference Guide).
2%
No sources have been referenced correctly.
Almost all sources have not been referenced/referenced correctly.
Most sources have not been referenced correctly according to the Milpark Reference Guide.
Some sources have not been referenced correctly according to the Milpark Reference Guide.
All sources have been referenced correctly according to the Milpark Reference Guide.
All sources have been referenced in detail according to the Milpark Reference Guide.
4
The answers in Question 1 and 2 are of the appropriate length (staying within the word or page limit).
2%
The length of the answer is unacceptable.
The answer exceeds the word limit excessively.
The answer exceeds the work limit substantially.
The answer exceeded the word limit to some extent.
The answer adheres to the word limit.
The answer is to the point and within the word limit.
TOTAL:
8%
COMMENTS:
TOTAL MARKS: 100 © Milpark Education Marketing and Sales Man. MSMA01-9 Assignment April 2018 Page 9 of 9


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