SAQA All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.
SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Explain marketing for SMMEs 
SAQA US ID UNIT STANDARD TITLE
115857  Explain marketing for SMMEs 
ORIGINATOR
SGB Generic Management 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Generic Management 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular-Fundamental  Level 5  Level TBA: Pre-2009 was L5  6 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Reregistered  2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2024-06-30   2027-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
The person credited with this Unit Standard is able to define marketing pertaining to SMMEs and how market segmentation, positioning and the competitive environment impacts of the SMME. They will also be able to seek or resolve customer service problems in SMMEs

This will also help the learner to be able to provide a better quality service to the SMMEs they serve

The qualifying learner is capable of:
  • Identifying and defining marketing within the SMME environment
  • Describing market segmentation and marketing segmentation processes for SMMEs
  • Explaining positioning strategies for chosen segments
  • Explaining the nature and the extent of the competitive environment for SMMEs 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that learners are competent in:
  • Computer Literacy at NQF Level 3
  • Mathematical Literacy at NQF Level 4
  • Accountancy and Communications at NQF level 4 or its equivalent 
    		•

    UNIT STANDARD RANGE 
  • Marketing including all forms of marketing communications, direct marketing and relationship marketing, sponsorship, event marketing, sales promotions, public relations and alternative strategies
  • Marketing principles including marketing definition, marketing concepts, marketing planning, macro marketing, micro marketing, economic development, marketing mix, marketing promotion, selling, storing and buying
  • Stakeholders will include customers, suppliers, the public, employees, management, consumer councils, local government, shareholders, trade unions and financial institutions. 
    		•

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Identify and define marketing within the SMME environment. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Marketing for SMMEs is explained and all the elements of marketing are defined in line with industry norms. 

    ASSESSMENT CRITERION 2 
    The marketing function for SMMEs is put into context with other organisational/business functions. 

    ASSESSMENT CRITERION 3 
    The principles of marketing for SMMEs are explained in line with industry norms. 

    ASSESSMENT CRITERION 4 
    Practical marketing processes for SMMEs are identified and explained in line with industry standards and processes. 

    SPECIFIC OUTCOME 2 
    Describe market segmentation and market segmentation processes for SMMEs. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    The purpose and types of market segmentation in SMMEs are listed and explained according to standard practice. 

    ASSESSMENT CRITERION 2 
    Market segmentation implications for SMMEs are identified and described in line with industry practices. 

    ASSESSMENT CRITERION 3 
    The potential for segmentation is assessed and explained in line with company and industry standards. 

    ASSESSMENT CRITERION 4 
    The segmentation basis for the SMME in question is identified and explained and includes geographic, demographic, psycho graphic and behaviouristic, end use and operational basis. 

    ASSESSMENT CRITERION 5 
    Profiles for market segmentation are explained and identified in line with existing profile types. 

    SPECIFIC OUTCOME 3 
    Explain positioning strategies for chosen segments. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Target market segments for SMMEs are identified and explained as per industry norms. 

    ASSESSMENT CRITERION 2 
    Position variables in SMMEs are identified and explained for each target market. 

    ASSESSMENT CRITERION 3 
    Product positioning strategies to be communicated to the SMME target market are identified in line with strategic positioning methodologies. 

    SPECIFIC OUTCOME 4 
    Explain the nature and the extent of the competitive environment for SMMEs. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Issues surrounding the competitive environment for SMMEs are identified and explained according to historical data. 

    ASSESSMENT CRITERION 2 
    Strengths, weaknesses, opportunities and threats of the competitive environment for SMMEs are identified and explained based on factual data. 

    ASSESSMENT CRITERION 3 
    Organisational tactics for SMMEs to match competitive strategies are explained and identified in line with industry trends. 

    ASSESSMENT CRITERION 4 
    Roles and responsibilities of team members within the competitive environment are identified and explained in line with organizations organogram. 

    SPECIFIC OUTCOME 5 
    Maintain customer satisfaction and relationships. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Processes that establish communication with customers are implemented according to organisation requirements. 

    ASSESSMENT CRITERION 2 
    Product and service support is provided that is consistent with identified customer needs and the resources of the organisation. 

    ASSESSMENT CRITERION 3 
    Opportunities for the recognition of feedback from all stakeholders are implemented in relation to maintaining and improving customer satisfaction and relationships. 

    ASSESSMENT CRITERION 4 
    Methods and techniques that provide for the ongoing identification of customer satisfaction are followed in accordance with established requirements. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • An individual wishing to be assessed (including through RPL) against this Unit Standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA.
  • Anyone assessing a learner against this Unit Standard must be registered as an assessor with the relevant ETQA.
  • Any institution offering learning that will enable achievement of this Unit Standard or assessing this Unit Standard must be accredited as a provider with the relevant ETQA.
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion. 
    		•

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • Methods and techniques for maintaining a competitive environment
  • Methods and techniques for obtaining competitive information, yet remaining ethical and within legal boundaries
  • Marketing principles, methods and techniques
  • Positioning and repositioning including needs, wants, features, advantages, benefits, usage, users and competition
  • Methods and techniques for responding to customer needs and requests
  • Methods and techniques for measuring and evaluating customer satisfaction levels
  • Methods and techniques for improving customer satisfaction levels 
    		•

    UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to maintaining a competitive environment for the SMME and thus enhancing customer satisfaction. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that own knowledge of marketing for SMMEs is kept up to date at all times in order to maximise marketing advice to clients. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information pertaining to marketing issues and to the level of customer satisfaction. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when dealing with clients regarding marketing issues and the provision of superior customer satisfaction. 

    UNIT STANDARD CCFO SCIENCE 
    Use science and technology in the orientation and persuasion of computers in a marketing culture in SMMEs. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related systems where accurate marketing information impacts on both the success of the SMME and customer satisfaction. 

    UNIT STANDARD CCFO CONTRIBUTING 
    Contribute to the full personal development of each learner and the social and economic development of the society at large, by making it the underlying intention of any programme of learning to make an individual aware of the importance of being culturally and aesthetically sensitive across a range of social contexts in marketing SMMEs. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    UNIT STANDARD NOTES 
    N/A 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  48886   National Certificate: Business Advising  Level 5  Level TBA: Pre-2009 was L5  Passed the End Date -
    Status was "Reregistered"     		 2010-11-11  Was SERVICES until Last Date for Achievement 
    Core  79886   National Certificate: Business Advising  Level 5  NQF Level 05  Reregistered  2023-06-30  SERVICES 
    Elective  66249   Further Education and Training Certificate: New Venture Creation  Level 4  NQF Level 04  Reregistered  2023-06-30  SERVICES 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
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    4. ADAMOPIX PTY LTD 
    5. ADDNUM Holdings 
    6. ADOM TECHNOLOGIES 
    7. Advanced Assessments and Training 
    8. AFFARI CONSULTANTS CC 
    9. Affinity People Development 
    10. Afri transformation agents 
    11. AFRICAN ETD ACADEMY 
    12. ALIC GLOBAL PROJECT TRADE 
    13. Altec Training and consulting 
    14. ALWASANDE TRADING PTY LTD 
    15. Amalungelo Training Group 
    16. ANSEAT AFRICA PTY 
    17. Apex Business Academy 
    18. APROPOS TRAINING AND CONSULTING PTY LTD 
    19. APTJ TRAINING & DEVELOPMENT 
    20. Aretsweleng-Pele Thru Skills 
    21. Art Versatile 
    22. Ashika deepchund and associates 
    23. AST AFRICA TRADING 609 
    24. Auxano Training Institute Pty 
    25. AUXESIS CONSULTING 
    26. Aviwe BDS 
    27. Awakening Excellence 
    28. Azania Enterprise Development 
    29. AZFEMA CONSULTING AND SKILLS DEVELOPMENT CENTRE 
    30. B AND T SKILLS DEVELOPMENT TRAININGS 
    31. BAHF HOLDINGS 
    32. Bakho Skills Development 
    33. Bakone Itireleng Trading Enterprises 
    34. Bapela Global Concept 
    35. BBM Group Holdings 
    36. BEC Training Consultants 
    37. Beritam Projects and Training Solutions 
    38. BESTGUARD SECURITY SERVICES PTY LTD 
    39. BLKK GENERAL TRADING PTY LTD 
    40. BOHLALE PELONG TRAINING COMPANY 
    41. Bokang Mmankwana Trading Enterprise 
    42. BONAFIDE GROUP PTY LTD 
    43. Bongu'muzi 
    44. Bontle Afrihair Dynamix 
    45. BONTLE VBA PROJECTS 
    46. BOUNDLESS WORLD PTY LTD 
    47. BRADLEY INTERNATIONAL TRAINING INSTITUTE 
    48. BRAINTRUST BUSINESS TRAINING 
    49. BrandSky 
    50. BROODING TRADING CC 
    51. BRYCO CONSULTING CC 
    52. BSSA 
    53. BW Skills Developers t/a Business World 
    54. C&L Skills Management 
    55. Camblish Training Institute 
    56. Cedars Academy for Technical Training 
    57. Centre for Africa Capacity Building and Development 
    58. Chanrose Training and Development Projects 
    59. CHUMABATHO PTY LTD 
    60. CLARICENT CONSULTING SERVICES PTY LTD 
    61. Class Skills Development Consultancy 
    62. CM ACCOUNTING AND TRAINING SERVICES PTY LTD 
    63. Consultingbybongi 
    64. Cotlands 
    65. csg Investments 
    66. DEGO CONSULTANTS 
    67. Devine Glamour SPA 
    68. Drake Personnel SA 
    69. Due West Trading 
    70. Duja Consulting 
    71. Dynamic Leadership Solutions and Investments 
    72. EDUCATED RISK INVESTMENTS 138 
    73. Elangeni Consulting 
    74. ELLIES BEAUTY GROUP 
    75. Empilweni Management Solutions 
    76. EPITOME VILLA 
    77. Essential Skills Development 
    78. Excellence College of Development 
    79. Experiential Technologies 
    80. farmers hope cooperative 
    81. FLIHI Training 
    82. Genesis Investment Advisors 
    83. Global Intelligent Training Solutions 
    84. Global Skills Solutions 
    85. Global Star Trading 
    86. GODMILL CITY 
    87. Growth Point Learning Solutions 
    88. GTEN BUSINESS SOLUTIONS 
    89. Haggai Academy of Learning 
    90. Hand In Hand Southern Africa 
    91. Harvest Outreach Centre 
    92. Healthy Living Consulting 
    93. Hlula Holdings 
    94. HR Matters 
    95. Hudisa 
    96. i-Fundi 
    97. IdleAds 
    98. iLearn 
    99. IM Transformation 
    100. Imisebe Skills Development 
    101. IMITHENTE DEVELOPMENT HOLDINGS PTY LTD 
    102. IMPACT GROUP SKILLS 
    103. IMTHUBI TRADING AND PROJECTS 
    104. INALO FOUNDATION 
    105. INDALO TRADINGS PTY LTD 
    106. INDOSAKUSA AFROSUN TRADING 
    107. Ingqumbo Research and Special Projects 
    108. Initium Venture Solutions 
    109. INSTITUTE FOR LEADERSHIP AND RESEARCH 
    110. INTERIM CONSULTING 
    111. INTSHIVA CONSULTING PTY LTD 
    112. ISISEKELO TRAINING SOLUTIONS PTY LTD 
    113. ISKILL NPC 
    114. Itakane RPL Assessment Centre 
    115. ITUMELENG WELLNESS SOLUTIONS 
    116. Joseph Business School NPC 
    117. Jwatlala Investments 
    118. K2016464843 SOUTH AFRICA PTY LTD 
    119. KannDevelop NPC 
    120. Kayise IT 
    121. Keewave Trading 403 
    122. KENO CONSULTING 
    123. Kgalagadi IT Solutions 
    124. KHANYA TEMBU TRADING ENTERPRISE PTY LTD 
    125. Kismet Business and Labour Law Solutions 
    126. Kitchersaulos Trading and Projects 
    127. KITSO TRAINING PTY LTD 
    128. KOFTECH INSTITUTE OF TECHNOLOGY 
    129. LAKEVIEW BUILDING 
    130. Lalihle Investments 
    131. lamanisi 
    132. Laumel Business Solution 
    133. Le Signore Consultants and Development Centre 
    134. LEANO HUMAN CAPITAL SOLUTIONS 
    135. Lentswe La Motheo Trading Enterprise 
    136. LFP Training Consultants 
    137. LIFOSCAN PTY LTD 
    138. Lindiyolise 
    139. LNR Training and Development 
    140. Logika Academy 
    141. LOLIPOP PROJECTS PTY LTD 
    142. LUGYN TRAINING AND PROJECTS CC 
    143. Lulaway Holdings 
    144. Lulwandle Training Consultants 
    145. LWANTINGA TRADING ENTERPRISE 
    146. M AND J EVOLUTION PTY LTD 
    147. M Zikhali Holdings 
    148. M28 Consulting and Training 
    149. MADYONZI TRADING AND PROJECTS 
    150. Makana Empire 
    151. Makgatsiana Trading 
    152. Maleke Consulting 
    153. Managing Minds Better 
    154. Mannyeo Trading and Projects 
    155. MANTOMBI INVESTMENT 
    156. MARU PLATINUM INVETSMENTS 987 PTY LTD 
    157. Masana Brainstorm Conferencing 
    158. Masutane Consulting 
    159. MATHAMANE TRADING ENTERPRISE 
    160. mcebo technologies 
    161. Meleric Holdings 
    162. Meyiswa Training Academy 
    163. Mila Cleaning Services 
    164. MILLENNIUM SOLUTIONS 
    165. Milzet Holdings 
    166. Mindful Impact 
    167. Mitronic Training and freight solutions 
    168. ML THEMBS TRAINING PROVIDERS AND SERVICES 
    169. Mokosso Enterprises 
    170. Mosidi K Seretlo Consulting Services 
    171. Mudzi Business Consulting 
    172. MUZIOKHANYAYO 
    173. Myfamily Projects and Consulting 
    174. Namik Consulting 
    175. National Institute Community Development and Management 
    176. NATIVE BIRD HOLDINGS PTY LTD 
    177. NESTAB ICT CO-OPERATIVE LTD 
    178. New GX Advisory Service 
    179. New Life Education Foundation 
    180. NEWBRIDGE INSTITUTE PTY LTD 
    181. NHLANTO PROJECTS 
    182. Nkhululeko Project Management and Construction 
    183. NS Zonke Management Consultants 
    184. NT Geomatics 
    185. NTETHE CONSULTING SERVICES PTY LTD 
    186. OBOIBON INVESTMENTS 
    187. On Grid Training and Development 
    188. Paul Tsolo Leadership & training Org 
    189. PCA TRADING AND PROJECTS PTY LTD 
    190. Peakford Management Consulting 
    191. PELONTLE MAREKWA CONTRACTORS CC 
    192. Perez Development & Training 
    193. PPL TRADING ENTERPRISE 
    194. Probus Holdings 
    195. PROFFECTO CONSULTING 
    196. Propat 
    197. Prosam Consulting & Training Group 
    198. Prospect Plus 
    199. Puisanong Investment Enterprises 
    200. Pulse Network 
    201. PurpleGrowth Training & Executive Coaching 
    202. QSS Holding 
    203. Raizcorp Enterprise Development 
    204. Rand BEE 
    205. Reaitirela investments 
    206. REAL LIFE COMMIT 
    207. REDEFINE HUMAN CAPITAL PTY LTD 
    208. Rendzo Training Solutions 
    209. Repasse18 
    210. Resurgam Business Strategies 
    211. Reyakopele Trading 142 
    212. RISE AND SHINE CONSULTING GROUP 
    213. Riversands SMME Incubation Hub NPC 
    214. Rock Lilly Connections 
    215. Roquette Holdings 
    216. ROSHEC 
    217. RUS CONSULTING SERVICES 
    218. S A TAYOB TRAINING ACADEMY PTY LTD 
    219. S S D 
    220. SA Skills Emancipation 
    221. Safrica Training 
    222. SANCTUS CONSULTING PTY LTD 
    223. SANDTON BEAUTY CLINIC 
    224. ScienceCEO Academy 
    225. Seed Solutions Academy 
    226. Senwelo Leadership Services 
    227. Seonyatseng Learning Institute 
    228. SFM CONSULTANTS PTY LTD 
    229. SHERO ELEMENTS PTY LTD 
    230. Sigamkwane Consulting 
    231. Signature Support 
    232. SirSam EDU 
    233. Siseko Management Institute 
    234. SISKY N SOLUTIONS 
    235. Siyakha Learning 
    236. Siyaya Skills Institute Eastern Cape 
    237. Skills Factory 
    238. Skills Grow Solutions 
    239. Smart HR Solutions 
    240. SME TRADE LINKS 
    241. Solid Rock Services 
    242. SOMANDLA ENTREPRENEURSHIP ACADEMY 
    243. South Africa Foundation Of Entrepreneurship And Technology 
    244. St Bonaventure Holdings 
    245. STARS OF TOMORROW PROJECTS 
    246. Strategic Health Solutions 
    247. Structa Training 
    248. Studio 05 House of Fashion 
    249. STUDY WAYS 
    250. SUNSHINE FORTY ACADEMY 
    251. SW NOTO GENERAL TRADING CC 
    252. Takusani Group 
    253. Talent Stream 
    254. Thato Ya Rona Consulting And Development 
    255. The Hope Factory 
    256. THE MOTIVATIONAL DRIVE PTY LTD 
    257. THEMBIFUNDO IKUSASA LAKHO SERVICES COOPERATIVE 
    258. Thinktalent 
    259. Thriving Network 
    260. Thusega Financial and Business Consulting 
    261. Thutong Training Institution and Consulting 
    262. TNL Training and Development 
    263. TNM CORPORATE SOLUTIONS 
    264. Totzwa Training and Projects 
    265. Trainers without Borders 
    266. Training Business 2 Business 
    267. TRAINING YOUNG MINDS 
    268. TRAINSKILLS 
    269. TRUE REAL ESTATE COLLEGE 
    270. TSELACHUEU CONSULTING 
    271. Tshamutengu General Trading 
    272. Tshwane Business Academy 
    273. Tsoga O Phakgame Projects 
    274. TWASA 
    275. Twilight Lehlabile Construction 
    276. UBUNTU PRO SOLUTIONS TRAINING 
    277. UFANISI TRADE AND INVESTMENT CC 
    278. Ukhiye Consulting 
    279. Umtha Developments 
    280. Virgo Technology Solutions 
    281. VRV SINGH ENTERPRISES LTD 
    282. White Biznis Solutions 
    283. Y2K College 
    284. Yiedi 
    285. YOLANDE TOOHEY CONSULTANTS PTY LTD 
    286. ZALLOO LEARNING SOLUTION 
    287. ZIKHALI MARKETING 
    288. Zithwaleni Education Support Services 
    289. Ziyana Business Consulting and Training 
    290. ZJ Africa Learn 


    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.