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Resources- this is the financial, human and physical resources used for the M-peas service provision. A good example of the human resources is the safaris M-peas agents. * Managerial leadership styles- this is the style the management uses to lead or manage the employees of the organization. For example some managers give employees powers to make their own decision in case of a problem this motivates the employees and by showing that they too are part of the management and It also reduces b External business environment Includes: Competitors- this are the mobile service providers that offer the same mobile banking services such s safaris.
For example, Airtime money and You-cash. They affect the ability of safaris to make profit since they have to share their consumers and thus minimal profits * Political systems- they create the rules and framework through which the business operates. This is where by the government will come up with laws that guide the business operations. For example the consumer protection policy which protects the consumer from being exploited by product and service revisers * Economic systems- the economy Is never constant it moves from period of high productivity known as a boom to periods of low productivity in other words Inflation. Monetary system- the monetary system facilitates monetary exchange In the business. This Is what enables the M-peas business to run as It Is, this Is because without the money the Weeps cannot work * Social system- these are the attitude and behavior involved in human relationship. Consumption of most product and services b) What is market positioning? (2 marks) Market positioning can be defined as the act of trying to influence consumer perception of a brand or a product relative to competing brands or products. Marketers try to influence the consumers’ choice of brand or product to favor them rather than their competitors. ) From your own knowledge of the product and the Kenya market explain how Sassafras positioned Its M-peas product In the market (8 marks) product in the market was by identifying a market niche that needed to be covered. There was Ned for money transfer and saving services especially for the population hat could not access banking services. * Through advertisement- safaris has tried to really position its M-peas product through advertisements in televisions, radios, newspapers, social network, internet, bill boards among others.
This is to sensitizes the Kenya population of the existence of the M-peas services in the market * Informing the target consumers on the advantages- Safaris has made sure that through the media it has informed the target consumer of the benefits of using M- peas services * Network coverage- by making sure that their network coverage was disappeared throughout the country even in the innermost rural areas where other mobile network services could not reach at the time * Effective customer services- by providing effective and trusted customer service to its customers they were able to show that they were offering a reliable service d) Describe the Safaris M-Peas consumer and the factors that influence his/her choice of Safaris mobile money services (10 marks) The Safaris M-peas consumers range from rich business men to the farmer who earns his living through farming in the rural areas.
Some of the M-peas consumers are as follows: * Businessmen- they use M-peas services in their day to day running of their businesses this is * Individuals- who use the M-peas services for saving purposes, sending or withdrawing money, buying airtime, paying bills among others * Organization such as supermarkets and companies- they use the M-peas services to receive payments made by their clients * Businesses- they use M-peas till numbers to receive payments made by customers who do not want to use paper money * No’s – use the services to receive donations made to them in monetary Oromo from sponsors and other well wishers * Rural areas customers- this are people who live in the rural areas and are not able to access banking services, thus they use M-peas services to compensate for the lack of regular banking services Factors that influence the consumers’ choice of Safaris mobile money services 1 .
Easy to use- m-peas services are easy to use since steps on how to go about each transaction are clearly stipulated in the M-peas phone menu 2. Common mobile service provider- Safaris is the most common n largest mobile service provider marred to others, thus most people use their mobile money services 3. Agents are widespread- M-peas agents are widespread all over the country thus making it easy for the consumers to access the services 4. Payment of bills- since the introduction of M-peas, its consumers are able to pay bills such as electricity bills, water bills, school fees and many others 5. Services offered- an M-peas consumer can send money, withdraw money, buy airtime, pay bills n other services.