FORMATIVE ASSESSMENT 1 [100 MARKS]

Read the case study below and answer ALL questions

KAYA FM: BUILDING AN AFROPOLITAN POSITIONING

For ten years, Gregory Maloka, managing director of Kaya FM, had lived the Afropolitan ethos of Kaya FM. In his career in radio, he had seen the broadcast medium go through several epochs and had never wavered in his resolve to change not only how radio was perceived in South Africa, but also to use it as a tool for social change. Now, at the end of the first quarter of 2018, Maloka was reviewing the stations results. Sales revenues were down, and listenership figures had not grown as projected. Something had to be done quickly to return the station to high growth in audience numbers and revenues. He wondered how to preserve KayaFMs positioning in a competitive broadcast radio landscape, while staying true to the station is Afropolitan positioning Source: Quaye & Saini (2021)

QUESTION 1 (15 Marks)

Based on the information provided in the case study, formulate a problem statement, THREE (3) objectives and THREE (3) research questions and state the research problem. Substantiate the statement of the problem with the relevant literature.

QUESTION 2 (30 Marks) With reference to a minimum of AT LEAST FIVE (5) sources, embark on a literature review (4-5 pages) relevant to the description you provided in Question 1.

QUESTION 3 (25 Marks) You are a marketing agent of a company, and, based on your response to Question 1, explain in full, the methodological steps that you would implement to investigate the situation that you have highlighted. Remember to justify your response.

QUESTION 4 (15 Marks) If you were asked to do data collection, AT LEAST FIVE (5) important issues that you would consider to ensure that you do not violate the participants in any way (consider the nature of the problem that you have highlighted, and the characteristics of the subjects involved).

QUESTION 5 (15 Marks) Based on the scenario given in the case study above, what advice or recommendations would you give to the Managing Director of Kaya FM to restore the preferred situation? Substantiate your reasoning.