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MNM2604 Business to Business Marketing Assignment Solutions
- Number of Words: 1500
Study the short case study and answer the assignment question.
What began in 1975 as a small rental fleet of light commercial vehicles distributing food and fresh produce to restaurants in downtown Johannesburg has become a global leader in logistics and supply chain management. Imperial Logistics is listed on the Johannesburg Stock Exchange (JSE). This multi-brand business comprises more than 100 member companies and has six divisions, namely Transport and Warehousing, Consumer Products, Specialised Freight, Africa, Bulk Commodity Services, and Integration Services. Imperial Logistics’ operations span 14 countries including Kenya, Namibia, Nigeria, Malawi, Mozambique, Tanzania, and Zambia.
In Southern Africa and Europe, Imperial Logistics handles and transports more than 110 million tons of products annually. Imperial Logistics International alone is responsible for over 1.4 million containers in Europe every year. The company manages over 9 000 vehicles globally, employs more than 2 000 sub-contractor vehicles and has warehousing capacity that exceeds 750 000 square metres. Through its multi-brand structure, the company optimises the benefits, scale and synergies that are derived from large businesses, balancing its retention of agility, customer focus and entrepreneurial flair that characterises smaller businesses. Imperial Logistics differentiates itself from its competitors by a combination of pre-eminent supply chain management skills and an extensive resource base of transportation, warehousing and storage and the best technology systems. Imperial Logistics truly understands its customers’ businesses in order to add value, improve services, reduce costs and exceed supply chain requirements. Imperial Logistics’ reputation is founded on developing intelligent and tailor-made solutions for diversified blue-chip customers by leveraging processes, people, technology, and infrastructure.
The group is involved in various types of outsourcing, ranging from the provision of warehousing, transportation across numerous modes, freight forwarding and clearing, to the provision of advisory and technology services. Collaboration with business, industry, logistics and supply chain industry bodies, government as well as research and academic institutions are significant focus areas for Imperial Logistics. Committed to contributing to industry best practice, regulation and policy, Imperial Logistics is a member of more than 16 key industry associations. Over the past decade, Imperial Logistics has maintained growth levels of over 15% per year. The group has consistently expanded its business, delivering improved margins throughout the recent global market collapse. This financial track record is testimony to the success of Imperial Logistics’ fast-moving, forward-thinking approach, flexible business model and sustained focus on retaining and developing customers and their brands.
Having started its green logistics evolution, Imperial Logistics has demonstrated a focus on best practices across the supply chain as well as transportation activities to deliver operational and economic benefits, while limiting carbon footprint and waste, thereby reducing environmental impact. The company has made significant progress in green supply chains, through investment in renewable energy or South Africa’s first Euro-5 fleet, making operational adjustments such as using a percentage of biofuel or retraining drivers, the group, in partnership with customers. The marketing team has worked hard to profile the incredible work being done within the group’s green logistics evolution.
Write a four-page report with the focus on the following topics:
Research approaches. Provide a discussion on secondary research method (3 marks for theoretical discussion and indicate how Imperial Logistics can apply this method in researching their customers (3 marks for practical application). Refer to learning unit 4 in the study guide and relevant textbook sections. (1 page required)
Segmentation. Provide a brief discussion of macro and micro segmentation strategies (6 marks for theoretical discussion). Identify the segmentation strategy that was adopted/ utilized by Imperial Logistics in the case study (1 mark for strategy selection) and justify your answer (3 marks for practical application). Refer to learning unit 5 in the study guide and relevant textbook sections. (1 page required).
Innovation. There are three types of innovation strategies that organisations utilise to create new opportunities. Identify ONE innovation strategy that was adopted by Imperial Logistics in the case study (1 mark for strategy identification) and provide theory discussion (3 marks for theory discussion). Indicate/justify how Imperial Logistics utilises this strategy (4 marks for practical application). Refer to learning unit 6 in the study guide and relevant textbook sections. (1 page required).
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