Total: 20 marks Note: You will be penalised for the copying of theory without explanation/ application to the scenario provided. You should use the theory in support of your own answer. Non-application will result in a zero mark being awarded. SECTION A (20 MARKS)

CASE STUDY Question 1 (10 marks) Read the scenario below and answer the questions that follow. In February 2021, Mr AB, the founder and CEO of AB Furnishers, announced the companys new mission statement at a general conference. The mission statement is: To offer a wide range of well-designed, functional home furnishing products at prices that are affordable for all South Africans. He also announced that Miss XY would be the new Marketing Manager. Miss XY will lead the marketing, digital, brand, and product functions to ensure that the customer is at the heart of everything AB Furnishers does. She will be working with Mr. Z, the Marketing and Sales Supervisor, to ensure that the Marketing Department meets its objectives. The Marketing and Sales Supervisor will be responsible for marketing plans, strategies, and tactics to fulfill the companys goals.

1.1 A good mission statement answers three questions. Analyse whether AB Furnishers mission statement answers these questions. Identify each question and then explain how AB Furnishers mission statement answers the questions or falls short. (8)

1.2 Identify the three management levels that are represented in the case and which individuals occupy these roles. (6)

1.3 Identify the skills that are required at each level of management mentioned in Question 1.2 and then indicate what type of goals would be set at each of these levels. (6)

TOTAL: 20 MARKS