The Palm View is a $35-$unit, no$-$frills operation in the less scenic part of Port Shepstone. The owner, Mr$.$ Xulu firmly

believes that there is a need for his style of low$-$cost family accommodation amid the luxury and beauty of the area. His

rooms are large, family$-$style rooms $($there is no television$).$ Although there is plenty of room for future expansion, the

grounds are fairly bear with a bit of landscaping, but mostly grass.

Mr$.$ Xulu can serve breakfast to the rooms and provides tea$-$making facilities. There are now a lot of good restaurants and

takeaways in the area. Mr$.$ Xulu prices are less than half of what similar motels charge and only a fraction of what the big

five$-$star properties are charging. And, really, he isn$$t all that far away from the beach, shops, and other attractions.

The problem is occupancy. He has some regulars who come every holiday period Overall, occupancy is about $50\%$ year

round and he knows from the local tourist office that the other properties average around $68\%$ occupancy year$-$round. New

developments could mean trouble. This lack of occupancy can be quite frustrating for Mr$.$ Xulu Cars pull in$,$ drive around

the parking areas, and then drive away.

Currently Mr$.$ Xulu does very little advertising in local district guides and the holiday papers, mainly because he really thinks

word$-$of$-$mouth is the best form of advertising. He is a member of the local tourist committee, but too busy to go to

meetings. He$$s not desperate yet, but he$$s getting worried and disillusioned. He thought he would be overrun with guests,

but that hasn$$t happened.

Question $1(20$ Marks$)$

Compile a complete SWOT analysis for Mr$.$ Xulu Business.

Question $2(12$ Marks$)$

Mr$.$ Xulu is considering expanding his business venture into a well$-$established brand. Critically discuss the influence that

branding has on its customers.

Question $3(16$ Marks$)$

Whilst Mr Xulu deliberates on expanding his business, he will also be building his brand. Briefly outline the import tasks or

duties he may need to take on once the brand is established.

Question $4(12$ Marks$)$

Marketers conduct brand audits to understand their brands better. As per the brand audit, use the $5$ elements to analyze the

brand of THE PALM VIEW.

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