Abstract
M.Comm. (Business Management)
The main research focus is stated as follows:
"This research study will endeavour to identify the focus areas for a strategic marketing plan for the
Polythene Division in Polifin by constructing a product / market matrix using the results of a situation
audit, and to determine what a comparative study of Polifin's performance relative to competitors may
reveal for a more intelligent approach to implementing the marketing plan. "
The results should make it possible to prepare a strategic marketing plan for the Polythene Business Unit
as well as providing specific objectives and action plans for the successful implementation of the plan.