The Independent Institute of Education 2016 MODULE NAME: MODULE CODE: MARKETING MARK142 ASSESSMENT TYPE: ASSIGNMENT 1 (PAPER) TOTAL MARK ALLOCATION: 100 MARKS TOTAL HOURS: 10 HOURS INSTRUCTIONS: 1. No more than 25% of the assignment may be copied from original source(s) used, even if referenced correctly. 2. Make a copy of your assignment before handing it in. 3. Assignments must be typed. 4. All work must be adequately and correctly referenced. 5. Begin each section on a new page. 6. Follow all instructions on the assignment cover sheet. 7. This is an individual assignment. The Independent Institute of Education (Pty) Ltd 2016 Page 1 of 6 The Independent Institute of Education 2016 Referencing Rubric Providing evidence based on valid and referenced academic sources is a fundamental educational principle and the cornerstone of high quality academic work. Hence, The IIE considers it essential to develop the referencing skills of our students in our commitment to achieve high academic standards. Poor quality formatting in your referencing will result in a penalty of a maximum of five (5) marks against the percentage mark awarded, according to the following guidelines. Please note, however, that evidence of plagiarism in the form of copied or uncited work (not referenced), absent reference lists, or exceptionally poor referencing, may result in action being taken in accordance with The IIE's Intellectual Integrity Policy (0023). Required Subtract 1 Subtract 2 Subtract 3 Subtract 4 Subtract 5 Consistent intext referencing style Quotation marks, page numbers, years, etc. applied correctly Only one or two minor mistakes in style made All sources are accurately reflected and included in a reference list Consistent intext referencing style Quotation marks, page numbers, years, etc. applied correctly Fewer than five minor mistakes made More than 90% of the sources are correctly reflected and included in a reference list Consistent intext referencing style Quotation marks, page numbers, years, etc. not always applied correctly Not all paraphrased content referenced At least 80% of the sources are correctly reflected and included in a reference list 1. Consistent in-text referencing style Quotation marks used for direct quotes but page numbers missing At least 70% of the sources are correctly reflected and included in a reference list In-text referencing used but inconsistent Paraphrased material cited but not referenced accurately or consistently in text Quotation marks and/or page numbers for direct quotes missing At least 60% of the sources are correctly reflected and included in reference list Poor and inconsistent referencing style used At least 50% of the sources are correctly reflected and included in reference list Quotation marks and/or page numbers for direct quotes missing May be referred for action in accordance with IIE 0023 Intellectual Integrity Policy The Independent Institute of Education (Pty) Ltd 2016 Page 2 of 6 The Independent Institute of Education 2016 How it all began The Nando's story started centuries ago, when the Portuguese explorers set sail for the East in search of adventure and the legendary spice route. The winds of Africa called them ashore and it was there, under the warm sun, in the rich soil that they discovered the African Bird's Eye Chilli or PERi-PERi. A spice like no other, they used it to create a unique sauce that put fire in their bellies and ignited passion in their souls. A few hundred years later (in 1987 to be exact), it was the same PERi-PERi sauce that inspired Fernando Duarte to invite his friend Robbie Brozin to a humble Portuguese eatery in the heart of Rosettenville, South Africa to try some mouth-watering PERi-PERi marinated and basted chicken. It wasn't just the best chicken Robbie had ever tasted; it was love at first bite! The rest, as they say, is history. Today, you can find Nando's restaurants, our addictive sauces and tasty grocery range right around the world. Whether you're a first-time visitor, or an old friend, we can't wait to welcome you and serve you a delicious fix of PERi-PERi! Barcelos Cockerel This tale dates back to the 14th century, and, like all legends, the details differ depending on who's doing the telling. Here's our version. A pilgrim was passing through the village of Barcelos in Portugal when he was wrongly accused of theft. This was a serious charge for which a guilty verdict meant certain death. The pilgrim was brought before the town's judge, who was about to eat a roast cockerel for dinner. Feeling vulnerable in a strange village and knowing what his sorry fate might be, the pilgrim pleaded: \"If I am innocent, may that cockerel get up and crow!\" No sooner had he spoken, than the cockerel got up and crowed heartily (well it is a legend!). The Independent Institute of Education (Pty) Ltd 2016 Page 3 of 6 The Independent Institute of Education 2016 With that, the pilgrim was pardoned and allowed to go on his way. Ever since, the Barcelos Cockerel has been a symbol of faith, justice and good fortune. Minha casa sua casa - Portuguese for 'my home is your home'. We call our restaurants 'casas', because we like to make everyone feel at home. The Nando's way Many have tried to pinpoint exactly what it is that makes our flame-grilled PERi-PERi chicken so addictive, but it's no easy task. Some say it's because we marinate our chickens overnight, so that the flavour goes right through to the bone. Others believe that regular basting with Nando's PERi-PERi sauce while it sizzles away is the key. Another group is convinced that it's our method of butterfly-grilling on an open flame. We reckon it's all this and more. That's because it's not just flavour and taste that are important to us. We get our chickens locally and make sure they're delivered fresh and never frozen. We then marinate them for 24-hours, in a marinade that contains no preservatives, colourants or artificial flavours. Not one drop! Before cooking them, we trim our chickens of excess fat and then flame-grill them which reduces the fat content even further. We're so passionate about our food, it doesn't stop there. Because we appreciate that the smallest touches can sometimes make a big difference, we spend hours in our test kitchens exploring ways to improve our recipes - be it in the way our food is prepared, or the way in which it is served. From our PERi-PERi chicken to fresh and simple salads, sides and desserts, we hope - more than anything - you'll enjoy your meal! Or as they say in Portuguese, \"Bom Proveito!\" Our Nando's sauces As much as we'd love you to eat at Nando's every day, we appreciate it's not always possible. That's why we've made sure you can enjoy the addictive sensation of our PERi-PERi at home. We've bottled the fire and flavour of PERi-PERi in a range of sauces, marinades, salad dressings, rubs and snacks. And because we haven't added any artificial preservatives, flavours, colours or MSG to our PERi-PERi sauces, you can splash, drizzle and spread to your heart's content. We're trying our best to make our PERi-PERi range available everywhere, and although we're getting The Independent Institute of Education (Pty) Ltd 2016 Page 4 of 6 The Independent Institute of Education 2016 there, we've still got a way to go. Pop into your local supermarket and chances are good, you'll find Nando's on the shelves. If not, get a bottle (or few) from your nearest Nando's restaurant and enjoy taking the passion of PERi-PERi and the warmth and sunshine of Africa into your home. We're pretty sure it'll fire up creativity in the kitchen! So, whether you're having an alfresco brunch, a long lunch, or a romantic dinner, may PERi-PERi be the inspiration for good times and laughter with friends and family. Our marinades and basting sauces are made from 100% natural ingredients. So NO added preservatives, MSG, flavourants or colourants. Our Restaurants It's our love of South Africans and making them smile that drives us to give you, your family and friends a warm welcome and your daily fix of PERi-PERi. We're proud to be the home-away-fromhome for so many of you; our relaxed atmosphere, friendly service and great food awaits. Minha casa sua casa, or in English, our home is your home, and you, your family and friends will always enjoy a warm welcome at Nando's. What you won't find when visiting Nando's is a 'cookie-cutter' approach. That's because each one of our restaurants has its own special design. Doing things this way has meant a little more work, but we reckon it's really worth the effort and the result is pretty unique. But just because our restaurants look different, doesn't mean you won't find any similarities. There'll always be a relaxed atmosphere, friendly service, and delicious food! You'll also always find earthy textures and colours that reflect our sunny Afro-Portuguese heritage, and walls adorned in original South African art. You'll discover many a happy surprise too, like a chandelier made from recycled bottles, wall hangings made from drink can rings or a beautiful old door repurposed to make a table. You'll discover many a happy surprise too. And speaking of tables, when you're at ours, we love big, happy gatherings, seeing and hearing children, and we reckon eating with your fingers is just fine! Which is why at Nando's you'll only find two rules... smile and enjoy! Nando's [online] www.nandos.com accessed 7 September 2015. The Independent Institute of Education (Pty) Ltd 2016 Page 5 of 6 The Independent Institute of Education Q.1 Q.2 Q.3 2016 There are five (5) distinct stages in the evolution of marketing. In which stage does Nando's operate? Discuss with reasons. Provide evidence from the case. (10) With the use of a relevant example, apply the three (3) basic principles of the marketing concept to Nando's. (10) Customer value can be shown in the following equation: Customer value = Perceived Benefits - Perceived Costs. Discuss the perceived benefits and perceived costs involved when purchasing at Nando's. Q.4 Q.5.1 Identify, and provide examples, of Nando's product offering. A useful device for identifying growth strategies is the product / market expansion (10) (10) grid. Discuss the product/market expansion grid. Provide practical examples of how the management of Nando's has used the different growth strategies to increase its profits and sales. Q.5.2 Q.6 Q.7 (15) Provide practical examples of how the management of Nando's could use the different growth strategies to increase its profits and sales. (10) Describe the different types of competition that Nando's faces in its market. Give practical examples of each type of competition. (15) Identify and describe any two (2) trends that would have an impact on Nando's. Discuss the marketing implications of these trends for Nando's. (10) The assessment for this assignment will be done using the following rubric: Evolution of marketing. Basic principles of the marketing concept. Customer value equation. Product offering. Product / market expansion grid. 10 10 10 10 15 Product / market expansion grid & Growth Strategies. Types of competition. External environment /Trends. Presentation, grammar, and spelling TOTAL 10 15 10 10 100 [TOTAL MARKS: 100] The Independent Institute of Education (Pty) Ltd 2016 Page 6 of 6