Question 1: [12 Marks] Read the fictitious scenarios below, and identify and discuss the specific waste in the quest towards efficiency that each scenario depicts.

1.1) Nicole has been promoted to the Head of the Human Resources (HR) department at Woolworths Financial Services (WFS). She has decided to buy herself a new car that is an automatic vehicle, has a three (3) year service plan, a three (3) year maintenance plan, air conditioning as well as a wear and tear policy. Adam, the salesperson, has informed her that procuring an automatic vehicle that has air-conditioning is easy. However, procuring an automatic vehicle that has air-conditioning as well as a three (3) year service and maintenance plan is impossible. Adam is trying to convince Nicole to purchase an automatic vehicle that has GPS, a five (5) year maintenance plan, and a turbo for an additional R 35 000. Nicole believes that purchasing a vehicle like this will be wasteful as it is more than what she can afford. Adam believes that this is wasteful, too, but he is trying to make a sales target by selling additional features that a customer is not interested in. (3 marks)

1.2) Alison has been having issues with her cellphone network. She cannot make or receive any calls; she cannot receive or send any messages or make use of any of her social media platforms. She has had to use her work phone in order to stay in contact with her family and colleagues. She has gone back and forth to several of the network’s stores in Parow, Bellville and Goodwood, but they have only managed to “log her query.” Therefore, she has decided to take her cell phone to the Head Office in Canal Walk in an attempt to receive better assistance and feedback from them. (3 marks)

1.3) Zee’s Hair Studio is a local Hair Care Salon that has a branch in Parow. At Zee’s Hair Studio, they specialise in various hair care treatments such as Botox treatments, Oil and Protein treatments, etc. Zee also ensures that the products that they use on their client’s hair are on display. Zee has recently introduced a
2-in-1 shampoo and conditioner for hair breakage prevention and has ordered 50 units (bottles) of this new product. More than three (3) months have passed, and no client has shown interest in using this product or purchasing it. Zee believes that the time has come to remove this product from the shelves as too much effort and money was spent on purchasing and displaying a product that nobody wants or is interested in. (3 marks)
1.4) Natalie has been a receptionist at TFG Head Office for one year. She loves her job, but unfortunately, she is not very good at it, as she frequently messes up orders and incorrectly makes the inventory and stationery list each month. She frequently asks her supervisor for assistance, and the supervisor explains the process to her each time, often neglecting her own work in order to assist Natalie. (3 marks)

Question 2: [18 Marks]

Read the fictitious scenario below and answer the question that follows:

Abigail Prince is an entrepreneur who sells and distributes cleaning products such as Bleach, Dishwashing liquid, Handy Andy, OMO Surf and Stay Soft (Fabric Softener) from her store in Bishop Lavis. She sells her products to local customers
as well as local businesses in Athlone and Gatesville.

Her products are available in-store and online. Once a customer places an order online, the orders will be delivered to the customer with the original packaging at a specified date and time, with an extra cost of R100.00 for the delivery fee. These products are bought in bulk at Wholesalers and then Abigail resells these products to her customers. The products that she purchases are of good quality, as she ensures that the original packaging and labelling are maintained on the product so that customers can refer to the additional information provided on the labelling of the
products that they purchase.

As most businesses are attempting to return to normal amidst the COVID-19 pandemic, she is selling her products at a lower price. Thus, her business has been doing well amidst the negative impact that the COVID-19 pandemic has had on the economy.
*Fictitious Scenario.

Required:

Discuss the six (6) characteristics in the people mix that need attention and apply each characteristic to the scenario provided above. (6×3 = 18 marks)
Question 3: [32 Marks]

Read the case study below and answer the question that follows:

More than a century ago, Florence Nightingale Graham, better known to the world as Elizabeth Arden revolutionised the American beauty industry. Elizabeth Arden believed that makeup “is an intelligent cooperation between science and nature…” so that a woman’s finest natural assets can be developed. She lived by her mantra, “to be beautiful is the birthright of every woman”.

Elizabeth Arden’s beauty innovations list is long, and she created skin-care products that benefit the skin. She was the first entrepreneur to introduce eye makeup to American women. Her Blue Grass fragrance and bold red lipstick are legendary. Her vision for the Elizabeth Arden brand was uncompromising, as she wanted to create new and the absolute best products, packaging and services that women needed and desired.

Recently, Elizabeth Arden introduced the New Collection, known as the “White Tea Collection,” which celebrates the pleasure of a finely crafted life. This new collection was introduced in order to ensure that individuals “discover the simple joy of defining a moment for themselves and savouring the personal reflection that comes with it.” As stated, the “White Tea Collection invites individuals to share in a beauty that surrounds you each day.”

The White Tea Collection introduces the following fragrances; firstly, White Tea introduces Wild Rose, that is a “sweet, delicate floral fragrance that is nuanced with freshness that puts a smile on your face.” The second fragrance introduced as part of the White Tea Collection is the Vanilla Orchid, which is an “opulent, innocent, alluring floral fragrance that brings an individual to a place of warmth and tranquillity.” The last fragrance introduced is White Tea, which creates “crisp and vibrant floral with a lingering warmth that takes an individual to a moment of blissful escape.” The White Tea Collection is pure, exquisite and uncomplicated. The White
Tea Collection has a fresh and luxurious scent. It allows women to feel a sense of personal reflection. It is unlike any other scent or fragrance that the Elizabeth Arden brand has ever introduced.

The White Tea Collection fragrances contain key ingredients such as “Hyaluronic acid, ceramide, ginger extract and emollient oils. Each of these fragrances also contains vitamin C, which is very good for one’s skin.” The clientele for the Elizabeth Arden White Tea Collection is mostly women who are employed and able to afford this brand, as any Elizabeth Arden product can be quite costly. The Elizabeth Arden brand has expanded globally and is an international phenomenon that has expanded from selling skin-care products, to catering and selling different kinds of make-up and fragrances.

The Elizabeth Arden White Tea Collection can be bought at all cosmetic stores and the price ranges from R217,00 per bottle to R940,00 per bottle. More than a century later, Elizabeth Ardens’ entrepreneurial spirit and commitment to innovation, quality and excellence remain the soul of the company today.

Sources:

 About Elizabeth Arden South Africa. 2020. [website]. Elizabeth Arden New York. Retrieved from https://www.elizabetharden.co.za/about-us/ [Accessed 6 March 2024].
 Elizabeth Arden South Africa: Fragrance & Perfume. 2020. [website]. White Tea Eau de Toilette Fragrance Spray Collection. Retrieved from https://www.elizabetharden.co.za/white-tea- collection/ [Accessed 6 March 2024].
 Introducing the New Collection. 2020. [website]. Elizabeth Arden. Retrieved from https://www.elizabetharden.co.za/white-tea-collection/ [Accessed 6 March 2024].
 Elizabeth Arden South Africa. 2020. White Tea Eau de Toilette Fragrance Spray Collection.

[Image]. Retrieved from https://www.elizabetharden.co.za/white-tea-collection/ [Accessed 7

March 2024].
The Elizabeth Arden brand has existed for one hundred and fourteen (114) years. However, in 2017, the Elizabeth Arden White Tea Collection was introduced. In order to remain competitive, the Elizabeth Arden brand must constantly create new fragrances and lotions, etc, to remain relevant and popular amongst its customers and competitors. However, the White Tea Collection underwent a lengthy process before the final product was introduced to the public.

Required:

Elaborate on the eight (8) steps of the product development process that were taken to ensure that the Elizabeth Arden White Tea Collection could be successfully launched and made known to the public, and provide examples from the above case study to support your answer. (8×4 = 32 marks)

Question 4: [14 Marks]

Read the fictitious scenario below and answer the question that follows:

Clicks in Tygervalley Mall has recently introduced the Elizabeth Arden White Tea Collection to their store. They have appointed you as a part-time sales assistant to introduce loyal Clicks customers to the Elizabeth Arden White Tea Collection. As the sales assistant, you have decided to review your Sales and Promotion Practice
courseware in order to focus on the four (4) areas of customer needs.

*Fictitious scenario.

Required:

4.1) Briefly discuss the four (4) types of questions that you will be asked according to the SPIN acronym and provide an explanation of each from the case study in question
3. (4×2 = 8 marks)

4.2) Outline the six (6) reasons why existing customers are extremely important to the success of the Elizabeth Arden brand. (6 marks)
Question 5: [24 Marks]

Refer to the statement below and answer the question following.
“Social media and other online sources, also known as the “New Media” have become an integral part of modern society. The presence of such new media, social media, in particular, has threatened the existence of printed newspapers.

Source:

Rajendran, L. & Thesinghraja, P. 2014. The Impact of New Media on Traditional Media. Middle East Journal of Scientific Research, 22(4): 609-616.

Based on the statement above, conduct research and write an essay of between four hundred (400) to six-hundred-and-fifty (650) words wherein you:

– Discuss the impact of new media on traditional media.

– Explain how new media will affect a retail business such as Woolworths. (24 marks)

Answers to Above Case Study Questions

Answer 1: An analysis of the given scenario indicates that the specific waste that is discussed in it is the waste of over processing. This kind of waste normally occurs when there are excessive features added then required in order to address the customer requirement. In the given case scenario, Nicole wants an automatic vehicle with air conditioning, but it is evaluated that Adam has convinced Nicole to purchase additional features which are not generally required.