Management 1st Year Assignment
Wakaberry Assignment Anthony Smit SN: 2011041007 Section A: Question 1 1. 1. ) a) Social and cultural forces from the macro-environment should be taken into account and a variable from the macro-environment that has influenced the Wakaberry business is the Healthier Lifestyle variable. People today are more health conscious than ever. This has influenced Wakaberry to create yoghurt that is 98% fat free. The impact of this variable is shown from this excerpt in the case study: “Wakaberry offers 100% REAL frozen yogurt, which is 98% fat free; perfect for health-conscious consumers. ” 1. ) b) Another macro-environment variable that has influenced the Wakaberry business is that of the Technological Environment. Technology is improving constantly and new products and services are born at an astounding rate. Wakaberry’s usage of the technologies from Foshan Taike Refrigerant Technology Company shows this. This technology is a unique self-service machine in every store. The impact of this variable is shown from this excerpt in the case study: “Wakaberry has developed a competitive advantage by strategically forming an alliance with Foshan Taike Refrigerant Technology Co. o incorporate the unique self-service machinery in all stores. ” 1. 2) a) An element of the market environment that has influenced Wakaberry is the competition between product forms. They have given consumers the ability to customize their products to their liking giving them the power over their product form. This influence from the market environment forced them to use something original to increase their competitive advantage.
The impact of this variable is shown from this excerpt in the case study: “These machines allow consumers to be in full control of their own creations and providing the company with an opportunity to cater to consumer’s needs, thereby creating a unique store experience. ” 1. 2) b) Another element from the market environment that influenced Wakaberry is the competition between the needs of consumers. This completion of needs of consumers has led Wakaberry to aggressively promote their product where they are situated trying to influence consumers to buy their product.
The impact of this variable is shown from this excerpt in the case study: “The business has been very creative in tempting consumers to try the Wakaberry flavours, by offering free samples and product pamphlets outside various stores and at special events. In addition, to encourage purchases, first-time customers are provided with a 10 % discount…” 2) Wakaberry operates in a Monopolistic competition market structure. There are many sellers, many buyers and no entry barriers but it is monopolistic and not perfect because the basic product is set – frozen yoghurt.
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The reason this market structure was chosen is because there are many firms with a small proportion of the market share with slightly differentiated products. The following excerpt from the case study prove this: “In order to stand out amongst the many yogurt and ice-cream providers in the industry, including the likes of Fresko, Marcel’s, Nanci’s and Yogurtiamo”(large market)… “In addition, the business offers a wide variety of toppings and flavours, at an appealing price”. This links to differentiation) 3) a) The first skill I think that would be required for the tasks is Interpersonal skills. This refers to the person’s ability to communicate with, understand and motivate others and is thus of paramount importance for sufficiently completing this task set out in the case study: “Interact with staff members and Bloemfontein customers, ensuring that all involved with Wakaberry feel part and parcel of the ‘Waka’ family. b) The second skill I think that would be required is technical skills. This refers having knowledge of the matter at hand. In this case it could be knowledge of the product and all or the relevant labour positions on the floor (cashier, store assistant, brand promoter). This skill would thus be important to effectively completing the following task set out in the case study: “Training of the new store staff including; cashiers, store assistants and brand promoters. ”
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